Recently, the well-known American sports brand New Balance (hereinafter referred to as "NB") officially announced that its transmission-controlled soccer shoe product "Visaro" was officially upgraded to the second generation. The speed-type boot "Furon 2.0" also introduced a new color scheme. At this time, NB's two major football shoes product lines have been updated. In 2014, this century-old company known for running shoes officially launched its own flag to enter the football world. In March 2015, NB Football General Manager Richard Wright issued a slogan: To make NB the world's top three sports brand through football products. â–¼New generation Visaro and new color matching Furon After two years, is everything really what Wright wants? Endorsement lineup needs to be thickened NB is still far from the "world's three major 'NB's", and this argument is not much to prove here. Wright also said that NB should become the top three in the football world. The goal is also that "comrades still need to work hard." NB is not a listed company and does not disclose its sales revenue data. But we can make a basic judgment on the quality of spokespersons and sponsored teams. The head of the NB spokesperson is Ramsey playing for Arsenal. This time, the Visaro 2.0 is also listed as a core propaganda player. In the Furon series, NB used the image of Spanish striker Negredo on his official website as a publicity. Negredo, who plays for the Premier League's newly promoted Middlesbrough, is 31 years old and his career has begun to decline. â–¼ Ramsey (shooter) is the top card among NB football spokespersons In addition to these two players, several prominent players on the official website are Jesús Navas (Manchester City), Ledley (Crystal Palace) and Longo (QPR). In addition to Navas playing in the Premier League Newcastle City, the other two spokespersons are not giant players, Longo's QPR is even the British crown team. The top three recognized football equipment are Adidas, Nike and Hummer. Therefore, if NB wants to challenge the top three in the world, it must first compare with Hummer. Hummer’s star lineup has the hot Gleizman (Atletico Madrid), Balotelli (Nice) with regained status, Royce (Dortmund), Fabregas (Chelsea), Giroud (Asen Na) are the people who get the hand. In terms of spokesperson's star flavor, Hummer easily pressed NB. â–¼NB lacks Gleizman's red-haired spokesperson Look at the team, NB's flagship club is the Premier League old club Liverpool, and La Liga Sevilla, Portugal Super Porto is another two relatively solid team. In addition, NB also sponsored the French Lière and Su Chao Celtics. For the national team, NB has cooperation with two Caribbean teams in Costa Rica and Panama. The national team sponsored by Hummer double NB from quantity and quality. In the 2016 European Cup, there are five teams in Italy, Switzerland, Austria, Czech Republic and Slovakia wearing the Hummer shirt. In the just-concluded African Cup, Cameroon sponsored by Hummer finally became the king. At the club level, the Hummer advantage is not that great, but the Premier League Arsenal and the Bundesliga Dortmund are already representative enough. The city of Leicester, which created fairy tales last summer, is in a difficult state, and its current influence is better than most clubs in the NB camp. The strength of the football equipment industry Seizing the market is a long battle, not to mention the increasingly strong football equipment market for the Matthew effect. Two-year-old NB football wants to get immediate results, of course not easy. â–¼In the current football equipment market, Adidas and Nike are hard to be shaken The above picture reflects the situation in the football equipment market that “the stronger the stronger, the weaker the weakerâ€. In the decade of 2005-2014, the proportion of football equipment Sanxiong sponsoring the five major league clubs, from Adidas, Nike, and Hummer, evolved into the former two rivals. It is worth noting that the number of Hummer-sponsored teams has not changed much. It can be seen that the two companies have eaten, mainly some smaller brands. In recent years, the big brands that entered football have not only NB, but the other is Andema. In the past, Adidas and Nike made Joma, Umbro, Macron, Lotto, which are almost only a long-term football brand, and the new entry brands such as NB and An Dema have more mature and profitable lines of business. It is enough to support them to try to enter the football field as a Jianglong. However, when the real bayonet sees the red, this new group of players will find that the share of the two males who can shake is not much. In 2012, NB entered the football circle in the name of Warriors Sports. The first handwriting was to break the record of the Premier League for six years and 150 million pounds, becoming Liverpool's shirt sponsor. Interestingly, this single "cut corner" Adidas's handwriting is due to Adidas' disapproval of Liverpool's poor record (2009-2010, 2010-2011 missed the Champions League for two consecutive seasons) and is not willing to invest high sponsorship fees. In the same way, the Warriors ate the original Nike's Porto in 2014. In fact, Nike's attitude toward the team that won the 7th Portuguese Super Championship in 9 years is “one more, one less and one lessâ€. â–¼NB takes Warriors Sports as the “leading force†and sponsors Liverpool to enter the football market. After all, Adidas is really in the eyes of Nike, the two are trying to grab each other's resources. And if NB or An Dema really wants to be the third child, it should be the site of Hummer. However, Hummer has a deep knowledge in the football world. He originally gave Tottenham Hotspur to An Dema because he already held another Northeast London powerhouse Arsenal. In the case that the silver bullets are not as strong as the two, Hummer intends to choose. All in all, Adidas and Nike are all non-top resources for the newcomers. Hummer currently has the strength to guard its own boundaries. NBs are not so easy to stage "subversion" in a short time. NB Although still far from the target, NB is still on the right track for the time being. NB's earliest endorsement lineup is actually stronger than now. In addition to Ramsey, there are also Manchester City captain Kompany and French winger Nasri. Now "the players are not enough coaches to join," NB last year even Liverpool coach Klopp signed a spokesperson. Plus Fellaini (Manchester United) and Kabaye (Crystal Palace), which did not appear on the official website homepage, compared with Depei (Lyon) as the head of the An Dema, NB's current lineup of endorsement is pretty good. However, NB's football policy has never escaped the criticism of the outside world. One of the points is: first test the water with the unknown warrior, and post the iconic big "N" on the home a few years later. Wright himself does not think that NB has missed a few years of development opportunities, but admits that "the effect of using NB itself may be better." Wright did not directly participate in the decision when NB wanted to play football. The 33-year-old Englishman started from the shoe factory to work on Nike soccer shoes and went to the position of the owner of the Umbro shoe. He has worked for Adidas twice, the second of which is to try to re-create the football shoes of ALi's Reebok brand, but the three-year effort in Reebok did not work. At this time, the Warriors who made the ice hockey products have already taken the responsibility of the parent company and shouldered the heavy responsibility of the NB football strategy. Wright was dug up in this context. In fact, NB launched its own football shoes in 1984, the most famous spokesperson is Manchester United iron captain Brian Robson. In addition, until 2000, fans can also see NB's football shirt from the unpopular teams such as Swansea City, which was mixed in Ying Bing (when it was the fourth league in the UK). However, NB eventually chose the Warriors without football experience as the whistle of the return. â–¼ Early NB shoes advertising, Robson as an endorsement Therefore, Wright’s unswerving is a chore. First, the United States, who believes that football is not a “soccerâ€, plays football. (Americans refer to football as American football, and Soccer as football in their minds. The "sissy movement"), and then have to worry about how to reset the Warriors football to NB football. As for product positioning, development, and so on, of course, he has to worry about it. With so many coquettish things to deal with, the various endorsements and the deployment of the market are inevitably dragged down. As for the product itself, referring to the English sneaker website FootballBoots, the average score of the two NB shoes is about 4 points (out of 5 points), and the top three products are generally above 4.7 points (the Puma King and evoPOWER series of Puma are a little lower). ). Specific to the visual image of this ring, NB football shoes have to be continuously upgraded. More than the brand side "guides to consumers", now there are so-called "functional points" in football shoes. NB naturally embraces the "modern trend", and its sneaker line is divided into two categories: transmission control and speed. However, from the appearance of the shoes, the design of the “N†on the side of the shoes is not easy for consumers to distinguish between Visaro and Furon. On the other hand, looking at the three bars, hooks, leopards, two diamond positions or design styles, you can basically determine the functional line to which the shoes belong. From the perspective of building consumer perceptions of brands, the design of NB shoes has much room for improvement. â–¼Two pairs of Nike sneakers have a contrasting design. The left side is the speed-type boots "Assassin", and the right side is the shooting-type boots "Poison Bee". NB shouted out the "first three" ambitions, but did not say that it would take two years to achieve. NB's sneakers only developed to the second generation, and the Long March road may not be enough. If you seriously operate, the development of NB football still makes fans look forward to it. Last year, NB set out to try artificial leather shoes and launched a global limited edition of 2000 pairs of "MiUK". This sneaker is advertised in the UK, although NB has no intention of developing it into a new functional category, but it has NB's strategy to build a large shoe development base in the UK. This factory in Flinby has 30 years of experience in the production of NB running shoes. Wright hopes that it will become the NB classic football shoes in the future. In the next week or two, Visaro 2.0 will be fully loaded into the stadium and the store, and various evaluations will be released. The "2.0 era" of NB football shoes is a success or failure, but it is not good to comment now; but I believe that in any case, the 3.0 era and the 4.0 era will come one after another. Marvel Comics Women'S Clothes,Scarlet Witch Cosplay Costume,Black Widow Marvel Hero,Hela Anime Characters Shaoxing Jinshengtai Textile Co. Ltd , https://www.sxheptexs.com
June 21, 2023