Adidas Abandonment Of NBA Official Equipment Status

From the start of the 2017-2018 season, the NBA players' jerseys and matching costumes will become another sports brand. The global sports brand giant Adidas has decided to give up the 11 year NBA official Jersey partner contract signed by US $400 million, and at the same time, in the 2014 Forbes NBA ball sales list, Adidas Gym shoes Sales also fell sharply behind Nike, the world's biggest competitor, with three players, Ross, Howard and Wales, making $41 million 500 thousand in total sales, just 12.2% of Nike's top basketball player ($340 million). The downturn in the North American basketball market has affected Adidas's market share in North America. According to the Adidas group's earnings report in 2014, Adidas's sales in North America dropped by 6% over the same period last year, which is the only negative growth area for Adidas in 2014.

　　 Adidas Chris Grancio, general manager of global basketball business, said Basketball business It is one of Adidas's core businesses, and the brand can earn $1 billion in sales annually. The United States has the highest level of professional basketball match NBA in the world, and Adidas's focus in the North American basketball market is also here. As early as in 2005, Adidas bought Reebok, which was also a NBA official Jersey partner at the time of up to 3 billion 100 million euros (21 billion yuan (6.2118, 0.0010, 0.02%)). In 2006, it completed the renewal of NBA with Adidas's identity and signed a NBA official Jersey partner contract worth 11 US dollars for 11 years. Adidas CEO Herbert Heiner said at the press conference: "this cooperation can help us immediately increase the exposure of Adidas as a sports brand in the United States, and 11 years of cooperation will make NBA and Adidas synonymous in the field of basketball."

This year is the time when NBA officially negotiated the contract for the shirts, but in March 17th, Adidas announced the waiver of the renewal rights, which is also the last day of Haina's company. It is reported that Adidas's abandonment of NBA's official equipment status is closely related to the serious renewal rate of NBA premium. It is reported that the offer of NBA negotiations has been raised to $50 million per season, while Adidas's previous contract is about 36000000 dollars per year. Chris's position on this is that the long-term cooperation with NBA did not improve the brand's influence and sales volume as expected.

Adidas failed to achieve the expected return on NBA's official Jersey cooperation, and it also had much to do with Nike's occupation of the NBA shoe market. Unlike CBA, NBA's official equipment can't restrict sports shoes. The players have the right to choose the brand of sneakers. Nike's basketball shoes have been holding Adidas behind their shoes in the field of basketball shoes because of their reputation in the United States for many years, as well as the star effect. While Adidas is an official Jersey equipment brand, its own LOGO can't get on NBA, but Nike's sneakers kill Murray every day. Adidas has also used retro Jersey, short sleeved Jersey and other new ways of pulling Jersey sales, but the effect is not ideal. Even so, after Adidas gave up, two other sports giants, Nike and Edmar, were fighting for the official Jersey contract, which will start from the 2017-2018 season, UnderArmour.