PEAK Finally Signed The Expected All-Star Insider.

The competition between clothing and clothing brands is becoming more and more intense. How can Chinese brands win?

What about the sign stars?

As the top champion in 2004, Howard has been in NBA for 11 seasons, and for the past 11 years, all his sponsors have been Adidas. He was once a famous star of the sports brand.

So Howard came to Quanzhou for the first time, the most famous NBA player in Quanzhou in recent years.

Before that, Howard came to China as a signboard star of Adidas, and now the brand behind it is Chinese enterprise.

It is reported that the alliance between Howard and PEAK has been in advance for a month, and it is behind the big brands' coming and going against me.

Howard announces the establishment of spark society in Quanzhou

Chinese brand enters NBA Star Competition

"We will give you a bigger surprise soon!" in August 15th, when PEAK officially announced the signing of the best defender Teodosic in 2014 World Cup, he has revealed to the outside world that he will sign another heavier player.

In August 30th, the "heavy" news finally came out in the American sports world. Howard, who had only expired in September 30th, concluded the contract with Adidas one month ahead of schedule. The new alliance with it was PEAK from China.

It has been reported by industry that Howard's new boss will be Air Jordan (AJ) after the cancellation of Adidas. Until this summer, the situation suddenly reversed and was cut off by the brand from China.

It is reported that Howard signed a multi-year contract with PEAK, and the endorsement fee exceeded 100 million yuan. This is the biggest signing of a star in the company's history. It has caused huge repercussions in the industry and has become another hot topic for Chinese brands in the NBA market.

The "background" Adidas is not only facing the challenge from China's brand in NBA. In September last year, its sales in the US market was surpassed by Andemar (UA), which gave out the second hands of the sports brand. Then, in June this year, Adidas "NBA official equipment sponsor" was stolen by Nike. The latter will not only have this identity from the 8 year of the 2017-2018 season, but also print his trademark on the shirt, which was not received by Adidas during the period of the sponsorship.

However, after losing NBA, Adidas is also adjusting the marketing strategy of basketball. The most important point is to put more energy into the signing of the stars. Not long ago, they just grabbed James Harden from Nike with a big contract of 13 years and 200 million dollars.

Just like Adidas, PEAK ended its alliance with NBA as an official partner of NBA in China last summer, and began to adjust its marketing strategy and turn to sign with the stars. On the one hand, it continued to strengthen the layout of overseas markets. After signing the Serbia membership, Did Teodosic wanted to expand the European market with his help, and on the other hand, it continued to expand its signed star lineup in NBA.

At present, PEAK has signed 18 stars in NBA, and is second only to Nike and Adidas in many sports brands at home and abroad. According to industry rumors, PEAK signed an oral agreement with former pioneer David Aldrich (now playing for the Spurs) last year, but was later interceped by Jordan's Nike United contract and had no access to the all star insider.

After a year of continuous search, PEAK finally signed the expected All-Star insider, "Warcraft" joining, plus Tony Parker, who has already been in the array. The two men's careers are in the year of playing, so that PEAK has mainstay characters in both the inside and outside lines, and marketing promotion undoubtedly has more possibilities.

Professional analysis, for PEAK, they have been more focused on basketball field, and basketball field NBA and FIBA are undoubtedly the two most suitable stage for marketing, so there are also situations of signing Teodosic and Howard.

And the year of gambling

This year's Howard is just 30 years old. Can he continue to be brilliant in the NBA arena? Do he choose Chinese brand and PEAK spend a lot of money on him? Is it an adventure for both sides?

Howard was only 30 years old in December of this year, but in fact, he has been a real veteran for 11 seasons.

In the industry's view, today's Howard is still NBA's insider overlord.

Since entering the league in 2004, Howard has been relying on his own strength and toughness as a "Superman", a dunk and a basket.

Kenny Smith, a former rocket legend and TNT commentator, once said, "if I had Dwight's figure, I would be naked."

But the big man is always the most expensive player and the most loser player on the basketball court. Yao Ming, Auden and Bynum are all talented giants who are trapped in injuries. O'neal will almost always play the role of injury protection in every season, and Duncan will be protected by wheel break early.

Howard's 11 season, 5 seasons full attendance, in addition to last season, the other 5 seasons averaging no more than 7 per season, which does not include its 84 playoffs.

Tim Duncan, 39, has been in 17 seasons and will still be on the field next season.

Howard did not shy away from it. He wanted to be like Duncan.

"That has always been my goal. I have been in this league for 20 years, and I think I can do it."

Howard said, "if it can, it will be great. Tim is still in good condition."

According to industry rumors, PEAK signed Howard's endorsement fee of over 100 million yuan, plus stock options and income sharing, the total contract price was 150 million -2 billion yuan.

According to the industry commentary, the Adidas signboard star made a big turn in his early years. Besides hoping to find a partner to really value him and help him and readjust his state, he also hoped to maximize the value inside and outside his field in the second half of his career.

Today, China has become an emerging market for NBA officials and stars to compete for gold. For Howard, PEAK logo, which is familiar with TOYOTA center basket and field advertising, has been played by Battier, Kidd, Artest, Parke, Hill and other stars in the NBA arena.

For PEAK, in addition to Howard's dazzling position in NBA, PEAK's rocket complex and Chinese fans' rocket complex are also important factors for Howard to seize.

In fact, from the time of Yao Ming's signing of rocket players to today's rocket strategic partners, PEAK and Houston have an incapable of rocket love, in other words, made in China.

Perhaps no one knows the Rockets better than pick.

For both sides, this marriage can be regarded as the biggest signing of Chinese brands to NBA stars. What will be the result of the two sides' success in the future and whether more Chinese brands will be signed on the NBA stars will surely be the focus of the Chinese sports world and even the world sports community in the future.