togophonebook Chapter 208 Create A Cultural Symbol Of Aj4 In The Name Of Forbidden Wear, Adidas' Counterattac
Chapter 208 Create A Cultural Symbol Of Aj4 In The Name Of Forbidden Wear, Adidas' Counterattac
1984.
Michael Jordan, the most legendary basketball star, entered the NBA arena for the first time, and quickly became popular all over the world with his gorgeous skills.
At that time, North American "Life" magazine invited Jordan to take a photo.
in the photo.
Jordan showed his superb jumping ability, without running up, without accumulating energy, he jumped directly on the spot, leaped into the air like a flying man, split his legs, and dunked with one hand!
This extremely handsome action has also become the signature symbol of Kun Dan in the future.
A year later in 1985.
The little-known Naigou signed Jordan at a sky-high price, launched the AJ1, and by the way, copied the trapeze dunk photos from "Life" magazine.
trapeze logo.
It was officially launched on aj3, and it was a great success, becoming one of the most successful basketball shoe logos, talked about by fans.
Of course, the infringement lawsuit behind the logo did not end until 2018.
Naigou, a company that has always been good at "marketing", has won a big victory.
"This life."
"The famous trapeze logo belongs to Jianjia Group."
Gu Bai smiled slightly.
Logo, known as the soul of a brand, the Jordan logo, was born for basketball shoes.
Sarah, Sarah, Sarah...
The paintbrush walks on the paper, outlining lines one by one...
A figure with a fit body jumped into the air, with his head raised and his eyes looking up, which had a positive and upward meaning.
This person swings one hand down and raises the other hand up, holding a basketball in his hands, making a dunk gesture in the air.
The legs are spread 120 degrees, and the slender legs are outlined.
Although it is a basketball logo.
But "Life" impurity photographer, Jacob Luntmeister, when shooting this photo, incorporated the elements of ballet, which is the perfect fusion of basketball and ballet.
Basketball is a sport that shows the beauty of movement.
Ballet is the art of showing the beauty of the body.
Combine the two.
The classic "flying man" logo was born.
"From now on, this trapeze logo will be the logo of our Jianjia sports products."
"Of course, in order to highlight the sense of grade 287, sports products adopt a double logo system, that is, in the position of the trademark, the words "Tianzi driving six" on the right side and flying people on the left side are used.
logd design. "
Gu Bai nodded in satisfaction.
The trapeze logo is just a sports logo.
The emperor driving six is the logo of luxury goods.
After confirming the logo.
Aunt Liu checked the information in her hand and asked: "Mr. Gu, all the CBA teams are now looking for Jianjia sneakers. Shall we sell a batch in advance?"
think about it.
If Jian Jia sneakers appear among the major CBA teams, I am afraid that every game will greatly increase the popularity of AJ.
"This...is not right."
"There is always an upper limit to the popularity of a pair of sneakers. Yi Tianlian wears it alone, and the popularity is concentrated on one person, which belongs to leading the trend.
"If too many people wear it at once, the heat will be dispersed, and the audience will easily feel tired."
Gu Bai explained.
The essence of marketing lies in controlling the temperature well, conveying the brand concept without showing the mountains or revealing the water.
However, transitional marketing, overwhelming hard advertisements, forcing consumers' attention over and over again will only make consumers feel disgusted.
"But Mr. Gu."
"Because we are not a sponsor, Yi Tianlian has to pay a fine of 50,000 every time he wears AJ4. What should we do?"
"Our AJ4, being fined every day, will it affect the brand image?"
Yao Liping said with a worried face.
She has been a good girl since she was a child, and she naturally resists punishment, fines, and unruly elements.
"fine?"
"With all due respect, this 50,000 yuan fine is our best advertisement!"
"Think about it, a player would rather pay a fine than wear our aj4. Doesn't this justify the excellence of aj4?"
"Moreover..."
"Young people these days are generally self-rebellious, and generally hate the rules and rules and regulations (abaa) of adults."
"The harsher our shoes are punished, the more rebellious they represent, and the more they will be loved by young people, and the fine itself is full of enthusiasm!"
Gu Baixu
A fine of 50,000 yuan is nothing, Jian Jia paid it for Ah Lian!
And in fact.
The aj1 in the previous life also had a "forbidden" sneaker, which is the famous "aj1 · black and red forbid".
In the 1980s, the NBA had strict requirements for dress codes. The sneakers were all black and white, like a monastery. The aj1 black and red color matching, individuality, and avant-garde fancyness were officially banned by the NBA.
However...
Jordan, ignoring the league's regulations, wore this pair of black and red aj1s impressively and stepped onto the field.
In a rage, the NBA issued a fine to Jordan, and the fine soared from $1,000 per game to $5,000 per game, which was a sky-high fine back then.
Naigou, who has always been good at marketing, has always asked Jordan to wear black and red aj1s to appear on the stage, and paid millions of dollars in fines for this.
And such bans and fines have become the best advertisements.
Fine every time.
All let aj1 like to mention "Hot Search" and become the object of frenzied discussions among the media and fans.
at the same time.
The fine also endows aj1 with an image of a lone wolf hero who resists the rules, resists authority, and has a rebellious personality.
When Jordan wears aj1 on the stage, he is like a lone wolf hero against the rules!
This pair of sneakers has been endowed with cultural significance!
"Now.
"The CBA playoffs have begun, and next month, it will be the finals!"
"I hope that our aj4 can stand together with the Arab League to withstand the pressure of the league, fight against fines and injustice all the way, and finally, enter the scene of the CBA finals.
"Think about it..."
"A sneaker that was fined as soon as it played, and a sneaker that was rejected by the rules, went all the way to the finals. How inspirational it is!"
"Our aj4 will no longer be a pair of shoes, but a cultural symbol of self, rebellion, resistance to rules, and inspirational counterattack."
Gu Bai knocked on the table with his hands, and said loudly.
The highest state of a commodity is to give it a cultural cloak... In this case, what consumers buy is not a commodity, but a cultural value.
What Gu Bai has to do is to turn aj4 into a cultural product!
"Mr. Gu... I understand!"
Aunt Liu held the ballpoint pen, her eyes trembled, she was extremely excited.
This set of marketing is simply invincible!
If everything goes well.
aj4, after the baptism of a CBA playoffs, will become a legendary basketball shoe, a cultural symbol of self, rebellion and inspiration.
"Mr. Gu...we will contact Ah Lian immediately to arrange relevant marketing hot searches."
Sister Yao Liping said excitedly.
she feels.
I am not creating a product, but creating a god, and I am bringing a basketball shoe to the altar.
in a few days.
Haidu City, Adidas headquarters, a meeting is being held.
"Report to Director Anderson."
"These days, Yi Tianlian has worn Jianjia sneakers on the court many times. He really doesn't know what's good or bad!"
"Fortunately, under our strong request, every time Yi Tianlian wears Jianjia, the fine will be doubled. After four games, the fine has already been 1.5 million!"
Anderson, the director of the competition system, reported triumphantly.
In the past few days, Yi Tianlian participated in a total of 4 competitions. Since it was a repeat offence, the fines were doubled each time, namely: 100,000, 200,000, 400,000, and 800,000!
The fine of 1.5 million for the four games not only shocked the entire CBA circle, but has already been out of the circle, and all kinds of hot searches.
"Against our Adi, you will die!"
"This Yi Tianlian is courting death!"
"unacceptable!"
"If you dare to fight against our sponsor, he will be punished and ruined..."
"Yes yes yes, punish this Yi Tianlian!"
"Give Yi Tianlian some color!"
The executives said angrily.
They still don't believe that a few million fines can't cure Yi Tianlian!
"idiot!"
"Out-and-out idiots... I think you should take a look at the trending searches!"
Look at the subordinate executives.
The president of Adidas Asia rolled his eyes angrily, and couldn't help cursing.
Then open the bib.
I saw a row of hot search words.
"Ah Lian, good job!"
"Jianjia sneakers, a symbol of rebellion!"
"Put on the Jianjia sneakers, Ah Lian alone, against the whole world!"
"I'd rather be punished and go bankrupt, and the U.S. also want to wear Jianjia sneakers and win the championship!"
"Alian, we support you!"
"Jianjia sneakers, we love you forever!"
"A Lian, be yourself, break the rules, and break the rules, brother Meng sells himself to support you!"
"What kind of rubbish is Adidas, the sneakers he sponsored are rubbish, and the players are not allowed to wear good sneakers, it's too much!"
"The UAE has won four consecutive victories, and the finals are waiting for you!"
"Wear Jianjia sneakers, don't compromise with the rules of adults, and be a free young man!"
"Adult rules stink, break it!"
Look at hot searches.
Adidas executives, gradually pondering the taste, their faces have also changed.
Meow...
After some fines, not only did Yi Tianlian and Jian Jia fail to win, but the popularity of the two skyrocketed, becoming synonymous with freedom, rebellion, and breaking the rules.
Especially young people, they simply regard the two as spiritual idols.
Jian Jia's sneakers... have not been sold yet, but they already exist in the hearts of fans, almost like beliefs. Is this okay?
by contrast.
Ah Lian would rather bear the fine than wear Jian Jia instead of Adidas, making Adidas look like a clown.
"If you guessed right."
"Behind this wave of trending searches, there must be Jian Jia's marketing... This company has always been a showy operation, and it is very good at grasping consumers' psychology.
"If this is the case, Jian Jia's sneakers, once released, will greatly seize our Adidas market. n
"And in response..."
"The headquarters decided to launch the latest sneakers on the NBA market...'Harden 5' in the CBA arena!"
"With Harden's popularity in the NBA and the appearance of this pair of shoes, he will definitely be a big success!"
President Adi said.
Harden, also known as Keystone, is currently playing for the NBA 76ers and is the hottest NBA star in recent years.
The annual salary is 47.4 million US dollars, ranking third in the entire league, and the position is quite stable.
Adi took advantage of the trend.
Launched the personal sneaker brand "Harden" for Harden, and the sales are very hot.
This time is also a last resort.
Promote the new product "Harden 5" to the CBA market in order to suppress the momentum of Yi Tianlian and Jian Jia.
"We will invite Harden himself, and a group of stars signed by Adidas."
"Shooting an ad for 'Harden 5' together."
"People from the Dragon Kingdom love NBA stars the most. With the support of NBA stars, the popularity of this pair of shoes will definitely crush Jian Jia and become the king of sales!"
President Adi smiled confidently.
At this moment, three candy-colored sneakers appeared on the screen.
The shape of the running shoes, the milky white fabric, and the candy-colored decoration make this shoe very eye-catching and eye-catching. It can be called the most successful design of Adidas in recent years
This pair of shoes, that is, Harden 5.
It is also Adidas' next stage, in order to fight against Jian Jia, it will focus on advertising and promotion of a main sneaker. .