The LOGO culture of athlete's clothing

Do you pay attention to the brand of clothing worn by athletes?

It should be noted that in the Olympic Games, due to pursuing the "net-field principle" - the prohibition of commercial information on the court, sportswear has become the only place in the Olympic stadium allowed to carry a LOGO. So how do you choose to sponsor your target?

“Taking the Chinese team as an example, it is of course worthwhile for the delegation to receive the prizes, because in addition to the competition field, before and after the competition, there are various occasions such as awards, press conferences, and opening and closing ceremonies. The delegation organized uniforms.” Sha Yifeng, partner of Former Rui (Shanghai) Sports Consulting Co., Ltd., who has planned competitions for a number of sporting goods companies at home and abroad, said, “But this has to consider cost-effectiveness and input-output ratio.” It is reported that the value of the contract sponsored by Anta to the Chinese delegation is 6.5 billion yuan for four years. “Although there are many businesses that want to compete for the Chinese delegation’s award service, not all brands can afford it. Even if they can afford it, they have to consider brand appeals. For example, Nike, if the price is right, of course, but Once they have surpassed their bottom line, they have to return to the goal of providing the best field service for athletes.

Therefore, Nike sponsored popular projects such as Chinese basketball and track and field. "The three big balls have obvious attention. On the one hand, it is due to the ornamental and competitive nature of the game, and it is the same on an international scale. It even exceeds the Chinese team's traditional gold winning items such as diving, weightlifting, gymnastics, shooting, Ping Yu etc.” Sha Yi Feng said, “because these sports are mostly unrelated to the public and lack a sense of participation; Ping Yu is popular enough but the results of the competition are all expected and not exciting enough.”

When the domestic sports resources are divided, the business needs to look abroad. Major delegations such as the United States, Japan, etc., or popular sports teams such as Brazilian football, Spanish basketball, etc. are also very expensive. Therefore, in order to obtain good sponsorship results, in addition to financial strength, they also need a unique perspective, and alternative, novelty. psychological. For example, to sponsor those little-known but highly-regarded sports teams.

In this regard, North Korea was originally a good sponsor. Regardless of whether it is political or international attention or sports performance, North Korea has enough topicality. In the 2010 World Cup, the sponsors did get an unexpected brand effect from the North Korean team. However, news of their breach of contract and violations has been reported in the economic, investment, and sports fields.

Based on this, Jordan Sports sponsored delegations from Mongolia, Turkmenistan and Uzbekistan. “Looking at Mongolia, for example, it has rarely appeared in the international arena like North Korea. But with China and its origins in China, Mongolia’s status, Mongolian tourism, including mineral resources, have received much attention in the Chinese market in recent years.” Jordan Sports Huang Tao, head of brand marketing, said, “Mongolian sports naturally is the same, and few people have seen Mongolian athletes.” Sha Yifeng also said that at a certain stage of brand development, this kind of special sponsorship resources can attract attention and expand. The role of brand awareness.

It is not just novelty. Brand appeal is also an important consideration. "The brand concept of Jordan Sports is to cross new life and it is most suitable for Mongolia, Turkmenistan and other emerging delegations. A bronze medal won by Mongolia is the best portrayal of 'crossing the new life'." Huang Tao said, "The competition for sports resources Today, increasingly fierce business, most businesses are no longer blindly involved in the snatch, high-intensity exposure is of course important, but the same in the sports concept is also one of the important factors for businesses to consider.Jordan Sports launched in the summer to help fuel the dream of the brand concept. This essentially represents the voice of the vulnerable groups, that is, everyone should have the right to realize their dreams, even if everything is unknown, they must persist in not giving up.. Jordan Sports uses the theme of fueling dreams, and aims to help disadvantaged groups to realize their dreams. It is also an important reason for its cooperation with Mongolia and Turkmenistan, including the fact that Jordan Sports has long sponsored campus sports, such as the World University Games and the National Collegiate Games, as well as its expression of the concept of supporting the dream.”

The final result is that on Weibo, Jordan Sports became the most watched sporting goods microblog during the London Olympics; CCTV reported that Mongolian judo players received a bronze medal for more than 10 minutes, much higher than any gold medal reported to China. . Obviously, this is not just about results, it is more about the mystery behind the results. Sports has no borders.