Andrea Surpassed Adidas And Was A Step Closer To Nike.

Despite the fact that in 2013, two most important contracts were signed: Currie and Spieth, even though they surpassed 2014.

Become the second largest sports brand in the United States, but really let

(Under Armour) this sport brand began to be famous in the world in 2015.

If in the past ten years, Andrea has been working and exploring, then by 2015, the rising star of the sports brand began to harvest and seek new breakthroughs.

Andemar's 2015 started with strengthening his spokesmen, and this time it extended to the tennis that had not been particularly powerful before.

Murray, who had prized Adidas from 4 years, 15 million pounds, did not only directly suppress his competitors, but also made himself a signboard figure in the popularity of tennis.

It is true that Murray's achievements and influence are far from those of the other three heavenly kings. However, judging from the present pattern of men's tennis, the ability to master the backbone of the Mesozoic players is also a cost-effective investment.

In the football market, Andemar's progress is not rapid.

Although it can also pull out a long list of customers, but in addition to Tottenham, more are concentrated in Mexico and South America.

Signing Memphis de PE can be seen as an important move for Andemar in the European football market.

At the Brazil World Cup, the Holland people, who was only 20 years old, let their eyes shine, but he was still wearing ADI's boots.

Shortly after signing the contract with Andemar, he was put on the robe of Manchester United for a long time. However, the performance of the new season is far from expectation.

What effect can this deal get? It is estimated that Andrew is playing the drum in his heart.

When it comes to the full harvest of Andrea, there are two headed families, Curie and Spieth.

In the 2014-15 season, NBA, the warrior won the championship under the leadership of crow, and brought the League storm to the warriors.

At the beginning of 2015, Andrew launched the Curry One, which also made the sales of basketball shoes soar.

In the second quarter of the playoffs, Andemar's sales of basketball shoes surged 754%, compared with 4 times in the first half of 2014.

Andmar, who had tasted the sweetness, immediately locked up the Treasury with a super long contract.

After the failure to solicit Durant in 2014, Andemar still found his own basketball head card.

The value of Curie to Andrea is not measured by money.

Just before the opening of the new season NBA, Curie's second generation of signature boots came into the world.

Less than a year after the two exit shoes, Andemar in the Treasury can be full of money.

But Currie and warriors proved that he was not a flash in the pan with the actual action. In the new season, the new general champion once created a record of 24 consecutive wins in the season.

Up to now, the invincible team has only lost 2 matches, and KULI himself is firmly in the top position of the players.

It can be said that one of the people in Andemar has been supporting the basketball market.

When Andemar was just holding hands with golfer Jordan Spieth, he was only a young man under 20 years old.

In early 2015, Andemar also signed a ten year contract with Spieth.

The move seems to have given spears some kind of magic power to win in the first two grand slam masters and the US Open.

He also became the youngest two golf Grand Slam winner ever since 1922.

Although only fourth and runner up were won in the British Open and PGA Championships, it was still impossible to conceal the spark of the year.

The nature of the business of Andrew golf is not comparable to that of basketball, but the existence of spike is also very rewarding.

Andemar's limited edition golf shoes for Spieth were sold out before the US Masters Games started.

According to ESPN, Spieth created $15 million 200 thousand worth of advertising time in the masters game.

Andemar's gamble in Spieth won in 2015.

The female market has always been

And the focus of Adidas's efforts in the past two years, as a latecomer, Andemar has gradually noticed the importance of this market.

In April 2015, Andemar officially announced the march into the women's clothing market and launched a frontal attack on two predecessors.

In the middle of the year, Andrew launched the new women's movement.

A series of Armour Bra Collection is used as an extension of the theme of "I Will What I Want" launched in 2014.

The new series of endorsement teams are also bright stars, including the famous model Gisele Bundchen, skier Lindsay Vaughan, soccer player Kelly OHara, surfer Briana Cope and ballet dancer Misti Copeland.

Anderma, who has great experience in women's digital marketing, has launched the online fitness competition entitled "Whats Beautiful".

Users can participate in and share their videos, photos and experiences in the fitness process by setting up fitness goals. Andrew will send professional fitness trainers to guide them.

Andemar's strategy of paying attention to female consumers has achieved good results in the short term, and its proportion of women's wear business has gradually increased.

But to really threaten Nike in the female market, it is far from enough.

At the end of 2015, rumor had it that Andrew wanted to buy Lululemon, a yoga clothing brand in Canada, but there was no substantial progress.

Anyway, in the future, Andemar will try more to expand the female audience.

As a sports brand, Andemar's pursuit of technological elements makes it somewhat different.

At the CES2015 electronics consumer goods exhibition held in Las Vegas at the beginning of the year, UA Record, a sports social networking platform built by Andrew and HTC, let people see their ambitions to challenge Nike+.

UA Record is a collection of all sports, and it also supports almost all mainstream sports smart wearable devices on the market.

As early as in 2013, Andemar paid a lot of money to acquire the application of sports fitness. MapMyFitness, UA Record can directly undertake MapMyFitness users and their personal data.

In 2015, Andrew spent $475 million and $85 million to acquire the famous MyFitnessPal and Endomondo sports App Co respectively, in order to expand their sports platform.

The three apps cost a total of 710 million dollars for Andrea, and bring more than 130 million users to them. These users will become potential consumers of the delta products.

In addition, Andemar and HTC jointly released the first wearable smart Bracelet HTC Grip.

At the CES exhibition in 2016, Andrew and HTC also offered big moves. The two jointly released the Internet fitness system, UA HealthBox, for monitoring and managing a series of factors that affect people's health.

At the same time, there are three wearable devices available, namely smart Bracelet UA Band, heart rate UA Heart Rate and intelligent weight scale UA Scale.

It can be said that from software to hardware, Andemar has gradually formed an inherent system, and this will also provide more platforms for further developing the female market.

What's interesting is that Andemar, a base camp in Baltimore, has set up second corporate headquarters in Portland.

The city in the northwest of the United States happens to be the headquarters of Nike headquarters and Adidas North America.

War Within Three Kingdoms, the three biggest sports brand in North America, has become a city killer.

In fact, we can still see a lot of Nike's shadow from the management idea of Andrea, although it is far away from Nike at a market capitalization of only 20 billion US dollars, but relying on the star strategy, deepening the female market and promoting the three magic weapons of science and technology, Andrea has enough courage to make more challenges.