According to ESPE and other American media report, the end of the beginning of the year when Adidas Store will renew its ten-year, 250 million dollars shoes endorsement contract with NBA star Derrick Rose. The bid is scary. it is far more than the price Rose wage contract with Chicago Bulls (five-year with 94 million dollars). It is called the rare “lifetime contract” in professional sports world. It is worth taking a moment to flag the fact that LeBron James and Kobe Bryant shoes endorsement contracts with Nike are respectively seven-year, 93 million dollars and five-year, 45 million dollars.
What makes Adidas do such big stake on Rose? People in the industry said, Rose is the unique NBA superstar against James and Kobe’s popularities in Chinese market. However, it is may be Adidas talking to hear itself speak. In China, the winner sale of jersey is Kobe’s jersey for many years, and only James may challenge it, according to the statistic disclosed by NBA official. What is the reason why Adidas contents to bet on Rose’s career without difficulties is no choice. Because Adidas Outlet Store Group’s basketball star is far falling behind Nike from quantity to quality.
NBA’s hottest stars are signed by Nike now, including LeBron James and Kobe Bryant. In fact, Adidas had an era when were capable of interfering with Nike magnificent stars scenery. If back time and walked on Wangfujing Street, you would notice Adidas huge billboard that advertised NBA stars Tracy McGrady, Gilbert Arenas, Kevin Garnett, Tim Duncan and Chauncey Billups. The five were hottest in NBA, however, injuries, ages and something imponderable dissolved the all-star team. Nowadays, in Adidas Basketball, only Rose and Howard can contend with Nike all-star cast, the latter now is NBA active leading center.
What makes Adidas fall behind Nike is that Adidas have not expanded its basketball stars team with business value early when its stars are old. However, it is not the most important topic Adidas should rethink profoundly, to some degree, stars problem can be solved by money. The most significant factors should Adidas pay attention is German company culture and the radically distinct of thought patters in basketball cultures between Adidas and Nike.
The performances in practice between Adidas and Nike are no essentially different for ordinary fans. But Nike uses obvious technique like “flying line” on shoe vamp. It’s not just a new technology, but also a new design factor. Relatively, the core of Adidas A3 technique is ambushed in shoe sole, which is recessive and is not easy for non-professional fans to feel. Moreover, basketball is closely linked with American street culture from it birth. Obviously, basketball shoe should contain more design elements and reflect personalities to appeal to consumers.
Nike basketball star brand has formed by now three predominant and steady series, including LeBron James series, Kobe Bryant series, and unfailing Michael Jordan series. Unlike Nike, Adidas was planning to pursue the image “Basketball Team, Basketball Brothers” ceremoniously from 2008. It is reasonable, but the problem is that this kind of practice is exceeding the concept of five stars’ shoe “brothers”.