Other brands, except Nike and Adidas, have not been successful hybrids.’
identity of sports brand
Except for limited sports-scope brands such as mountain climbing, outdoor, golf and swimming, the solid ranking of the nation’s comprehensive sports brand market has remained unchanged for decades in a large frame. With Nike and Adidas, brands like Puma, Reebok, New Balance, and Asics will be introduced with a two-top, while the latest underarm brand will be recreating the Chunchu Empire era on busy streets and online shopping maps across the country.
Of course, Korean brands such as Prospex and Lekaf have also been striving to build a more sophisticated image compared to the past. Prospex once succeeded in bringing about a youthful feeling by putting Kim as a CF model and proudly making her name on the mainstream list of “working shoes.”
Lekaf also received attention from Lee Seo-jin as a commercial model just before the retro craze began. But the effect has not lasted very long and the preferred age group is still high.
Fila is now on the rise on the back of the retro craze, but personally, the effect is unlikely to last much longer. Retro is a small part of the brand identity of Fila, and once the current trend is over, it will have to be turned away. In fact, the current retro designs are not modern reinterpreted, but rather merely summoning the past.
Hummel and Kappa brands, which were popular when I was a middle school student, also failed to regain their old reputation. Hummel is now shunned by early football clubs, and Kappa has made ambitious attempts by claiming to be “heritage+retro+ Youth Culture” in addition to the feeling of street brands, but has not been well received in Korea.
Although there were positive responses from street brand Musinja, not sports online shopping malls, at the time of its launch, it seems that it did not go as far as to gain public popularity. Given that the Kappa brand has been around for 102 years this year, I think the brand is not only growing with time baptism.
In terms of brand identity, Under Armour, in particular, takes a strategy that reveals differences from Nike, the No. 1 player, instead of shouting, “We are the best, we are the best” through the so-called “underdog strategy.” He used his brand identity as a model for those who were not first, not those who were already successful, but those who were eager to succeed. Among them are sports stars who are now on the bandwagon of success, like Stephen Curry.
Thanks to this, Under Armour has a silo of Stefan Curry’s basketball shoes. Like Nike’s Jordan series or LeBron series or Adidas’ Harden series. This type of story that Under Armour chose to solidify his identity is working well, at least until now.
But personally, if the day comes when Under Armour can beat Nike to become the real No. 1 brand, the underdog strategy could be a drag.
Brand Passage Consciousness 1. Collaboration
There may be a number of criteria for how to line up and distinguish more than the aforementioned 10 brands. Simple sales, recognition, brand size, value and so on.
The simplest form of the so-called ‘look-alike’ brand is probably Collaboration. This is because a brand with a certain brand identity and a recognition that can be sold makes a successful collaboration possible. In other words, the collaboration between Nike and Adidas, which ranks first and second in the industry, is painful.
토토사이트 Nike will continue to release its collaboration products through its premium line, Nike Lab, or limited release. Just looking at the current situation, the company has released collabo products with big brands such as Riccardo Tisci, PIGGALLE, Supreme and Off White, the designer of the luxury brand Givenchy.
Even Nike’s off-white collabo product couldn’t be bought with only money. Only a handful of winners could buy it, and the price of resellers can go up in the sky.
Adidas hosts a distinctive collaboration on the Adidas original line rather than on the sports line, with high-end outdoor brand White Mountainering, world-renowned singer Perrell Williams and animated Dragon Ball.
Besides Nike and Adidas, solid global sports brands have consistently released their own collaboration products, most of which have been very successful. “Success” here means whether it has been sold out in a short period of time since its release, either by gaining wide public attention or by explosive demand from manias. That’s what products are. You shouldn’t just be in good taste. There is meaning only when sold.
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