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According to ESPN and many other US media reports, the turn of the year, Adidas and Derrick Rose to renew a 10-year, amounting to $ 250 million ball shoe endorsement contract. The figure is horrifying: it far outstrips the salary contract signed by Ross and the Chicago Bulls ($ 94 million in five years), claiming a rare "life-long contract" in professional sports.
It is worth mentioning that, LeBron James and Bryant Bryant Nike shoes endorsement contract is 93 million US dollars for seven years and 45 million US dollars for five years.
What makes Adidas gamble "Rose" (Rose's English name: Derrick Rose, and therefore "Rose" nickname)? Insiders said, "Rose is the only NBA player in the Chinese market and Bryant, James popularity contested NBA star." But this I am afraid that Adidas self-talk. In China, according to the NBA official data, Bryant jersey sales have been ranked first for many years, the only hope to challenge its popularity is LeBron James.
The reason why Adidas would not get out of a Los Angeles career in ten years is that there is no other choice. Because in the field of basketball, its stars in terms of quantity to quality, compared to Nike are fully backward, blue and white.
In addition to James and Bryant, the NBA's hottest star has been included in the Nike. Adidas has been able to contend with the Nike gorgeous star line years: If time goes by while friends have to go to Beijing Wangfujing Pedestrian Street, we will notice Adidas huge billboards: McGrady, Arenas, Kevin Garnett Duncan and Billups, all five in the NBA, but the All-Star team was dismembered by injuries, age, and unpredictable troubles.
Today, only the likes of Ross and Dwight Howard are matched by the likes of Adidas and Nike All-Star, the NBA's No. 1 active center.
Adidas may be able to put this situation can be attributed to "luck", or the necessary cost of professional sports, but can not be avoided: when its star is old, it did not like Nike as early as a large number of commercial value Basketball star.
However, this is not Adidas most need to reflect on the topic, after all, to some extent, the purchase of "stars" can be "money" to solve, and its most need to re-examine the cultural genes of German companies and the United States Nike A completely different mindset in basketball culture.
For ordinary fans, Nike and Adidas in the actual performance of the performance may not be competing, but Nike's technology is very "dominant", such as the "fly line" is directly reflected in the upper, not However, a new "technology" is also a new design element; max air itself is a beautiful external air cushion, but the core of Adidas A3 technology "ambush" in the soles of the shoe is "hidden" on the non-professional fans In terms of, not so easy to perceive.
This is the special basketball shoes. There is a saying: Football Adi, basketball Nike. Football shoes more functional attributes, but since the birth of basketball and the United States on the streets of culture are inseparable, basketball shoes also carry more consumer demand for design elements and highlight personality.
Nike's current basketball star brand has formed three heavy and stable series: LeBron James series, Bryant series and the enduring Jordan series.
And Nike is different, Adidas started in 2008 to create a grand "team basketball, brother basketball," the concept of this does not go away Nike Road can not be wrong, but the problem is that there is no need to design five exclusive superstar shoes "Brother": Far from the same, but the color is different.
Therefore, Adidas "gamble" Rose's move worth the wait is that in the future in the field of basketball shoes, whether it will be transformed into a sense of design and personality "Nike play"?
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