Are the Andema sneakers in Curry good?

1984, Nike, a small brand, signed Michael Jordan, the promising star of college basketball at that time. At that time, the American sports market was dominated by Adidas and Reebok.

But the following story is a bit cruel. Jordan quickly became the god of basketball, and Nike took advantage of Jordan to win the American market in one fell swoop, quickly pulling Adidas down from its dominance for decades.

In the year before Jordan joined the NBA, Nike's total revenue at 1983 was less than 900,000 dollars. Today, Nike is already a giant, and its high-end basketball shoes series Jordan brand has become a "cash cow" with an annual income of more than one billion dollars.

Surprisingly, Nike is now being pushed into a dilemma by Andema in the same way. Sadly, the director of all this is still Nike.

In the manager's eyes, Andema is worth learning from all the brands that entered the NBA in China, such as Anta and Peak. It has the "support" of all small and medium-sized brands:

1 is a market segment, and the market plate is really not big.

It stood in the competitive Red Sea market and used to be like a loser.

3, its marketing funds are less, and even only one star can be invited to speak for it.

However, it successfully defeated Adidas in the American market, occupied the second place, and began to challenge Nike's leading position for 30 years.

Luck is very important, and grasping luck is more important.

Andema's road to success is like a "beautiful accident". Because its only signed basketball star was abandoned by rival Nike!

Curry has been a signing player of Nike for the first four years of his career, but because Curry was seriously underestimated by Nike due to injury, Nike was not enthusiastic when renewing his contract.

At that time, when Andema came to the door, it was only a niche brand that produced tights, accounting for only 0.35% of the domestic basketball shoe market in the United States, while the market share of competitors Nike and its sub-brands (Jordan brand and Converse) reached 92.6%.

Today, the investment bank of Andema can be regarded as one of the best venture capital in the past decade.

According to Andema's financial report, with the help of Curry, its revenue increased by 28.5% year-on-year, and increased by more than 20% for 265,438+0 consecutive quarters, and its e-commerce website traffic increased by 300% every year!

Among them, the sales of the first generation of combat boots in Curry made the sales of footwear reach $65,438+$53.6 million, an increase of 40.2% over the same period last year. At the same time, Andema also plans to build a basketball brand worth $65.438 billion around Curry, just like Jordan is to Nike. Obviously, since signing with Curry, Andema has been tailoring the brand offensive strategy for him along the road of Curry's popularity.

Building all-round marketing brand for star players has become the usual strategy of sports brands. Today, China brands such as Anta and Peak have also gained stars in the NBA. For example, during this year's NBA Toronto All-Star Game, when Curry's teammate Thompson surpassed Curry and rocket star Harden won the three-point contest, Anta also gained good exposure on social networks, but unfortunately, Anta did not lay out a deeper and broader brand strategy for him.

Internet makes fans more enthusiastic.

For sports brands, since Jordan, the celebrity endorsement model has become an indispensable marketing tool, and the huge economic value of stars makes sports brands flock to it.

Now Curry has become the most topical player in the NBA. Every kid on the street in America wants to play like Curry. He broke the record of Golden State Warriors on the court and is likely to break the best record of 72 wins, 65,438+00 losses of the Bulls in the Jordan era.

Therefore, when the news of Curry's renewal of Andema was announced, Andema's share price immediately hit a record high, reaching a record high of $65,438+$003.56, and the final closing price was $65,438+$003.36, up by 4.74%.

In the Internet age, the star's every move is more topical and communicative than it was more than 30 years ago. The worship of stars by children without a complete world outlook is more prominent when it is transformed into economic benefits. On social networks, you can see that every Weibo of tfboys will be forwarded by tens of thousands of people, and an ordinary photo of Korean star G-Dragon will also be commented by tens of thousands of people.

In such an environment, the spread of fans makes the star effect more powerful, which is also the reason why sports brands continue to increase star investment.

It was also after feeling threatened that Nike began to be vigilant, so it increased the contracts of veteran stars such as lebron james and kevin durand by an order of magnitude. If not, Adidas in the American market today may be Nike tomorrow.

Talking about the first reaction of Andema sneakers-expensive!

The water depth of Andema is real. Curry's latest generation of fifth-generation combat boots starts at 699 yuan. Think back to the other Splash Brothers, the newly released third generation of Thompson by Clay Thomson, and the most expensive pair of colors in the finals (except, of course, the limited edition of Thompson dog powder) are only priced at 599 yuan. What concept? Curry's sneakers, the cheapest starting price of Andema-Andema Curry 3 is also 499 pounds, so the shoes of Splash Brothers are really "a sky, an underground".

Andema has many basketball shoes series. In addition to the most familiar series endorsed by Curry, there are HOYR, Spine and so on. Here, we only discuss the Andema shoes in the garage.

Curry's sneakers have a * * * feature today-there are never low-cut shoes, because as we all know, Curry's ankle is a big obstacle to the further development of his career. Last season, Curry only played 565,438+0 games because of multiple ankle injuries, and Curry missed six games in the playoffs, so in general, Curry's sneakers are also very suitable for ordinary people to play with their ankles.

Of course, generally speaking, looking at sneakers still depends on technology. The direct function of technology is to cushion impact, resist torsion and wrap. Of course, the ultimate goal is to prevent some accidents, such as injuries, shoes falling, and technical deformation caused by players' sneakers. So what are the main technologies of Andema sports shoes?

In fact, Andema started out as a sportswear designer. If we want to say the real black technology of Andema, it is probably about heat dissipation, such as HeatGear hot equipment and Cold Gear cold equipment, and sports shoes have to mention performance DNA technology. Of course, refer to ADI's Boost and Bounce；; Li ning's cloud, Nike's zoom max, etc. Basketball shoes will see more cushioning techniques. In this part, Andema's elastic chassis technology and four-dimensional air cushion are their two major breakthroughs in recent years. Of course, compared with Adinike, it's still hanging.

Therefore, let's sum up my personal view on Curriedema sneaker: It is very similar to Xiaomi in China, which focuses on brand marketing and viral communication. Basketball sneakers have been brought up, and Curry has helped a lot (last year, Curry's sneaker income was 654.38+0.2 million, which is an amazing figure). Generally speaking, the future of Andema basketball shoes is not long at present. Although it is said that he has surpassed Oladi in the American market, the lack of domestic technology is really a big problem for Andema. In the future, Andema should not continue to pay attention to brand marketing strategy, but need more "ingenuity" and strive to become "Huawei" in the sports shoes industry.

(This question is asked by Xiao Z, a fan of Curry. )

Not very good, the appearance is cool, and the quality is average.

At its price, there are many choices, and UA is not a cost-effective choice.

I didn't wear UA because of Curry. I saw Jennings cross Andema four or five years ago. I thought it was cool, so I bought it. It cost more than 800 yuan, which is very expensive.

Curry's shoes may be more suitable for shooters-I'm talking about shooters who claim to be weak in moving on the court, not real shooters who often run like Hamilton.

Why do you say that?

The shoes in the garage are not easy to fold, but the biggest problem is that they are not resistant to exercise. The probability of degumming and perforation of soles is very high, which many students have reflected.

But it is not without advantages, at least it looks good (except LOGO).

Most people who buy UA shoes in Curry now can be said to be "beliefs". This is not because this store was not very popular in the past two years, and now the performance of Andema has also fallen sharply. In two years, Curry will get cold, and so will Andema. At that time, Iverson's Reebok sneakers were all engraved. Didn't Iverson get cold after he retired? After watching the NBA for so many years, I have experienced a lot of this kind of thing, and there is no red flower club. In the end, Curry will become a group of players who are "overestimated" by Sunspots.

On the other hand, Nike and Adi have many star players, and there will always be star shoes selling well. Moreover, if you have the money to buy UA Andema, Nike and Adi, you really choose a lot, no matter the quality or the star grade. Although I am a fan of Curry, the main reason for telling these things realistically is that I don't think UA shoes deserve its price.

To tell the truth, most of Andema's shoes lack technology and sincerity, and the cost performance is extremely low. If their spokesperson is not Curry, their sales of sneakers will be greatly reduced. In other words, Andema's basketball shoes field is supported by Curry alone.

Unlike Nike, a brand famous for its basketball shoes, Andema, founded in 1996, first became famous for its tights. This kind of close-fitting clothing with polyester fiber and spandex as the main fabrics is light and sweat-wicking, which can keep muscles active during exercise and give athletes good protection and comfort. If you have the habit of fitness, it should not be difficult to find that many people will wear Andema's tights to exercise, and the public's acceptance is high.

When Curry was not as hot as he is now, Nike was very cold to him, offering very few contracts and no treatment for signature sneakers. At this time, Andema threw an olive branch to Curry. In 15, Golden State Warriors began to rank first in the league 1, and the attention of the leading star Curry also increased. Andema left with a smell of curry.

At this time, the unprofessional nature of Andema's basketball field is highlighted. Many brands will match many technologies when making sports shoes to ensure the professional durability of sports shoes, such as Nike's famous Zoom air cushion, lunar materials Adidas bounce, boost, and even Li Ning's cloud bottom, B+C cushioning and so on. But the configuration used by Andema in Curry's signature shoes can be described as pitiful. Take the fourth generation of Curry as an example. Some media took this pair of shoes apart and found that the midsole had no technology, but was simply filled with EVA material. In other words, apart from the appearance and brand, this pair of shoes is no different from Hongxing Hongxing Erke 36 1 degree. You know, this is a pair of shoes with a gross price of more than 654.38 million yuan. ...

All in all, if you are an absolute fan of Curry, it is no problem to spend money on this pair of shoes for your beloved star. After all, these shoes are Curry's signature shoes, and they are the same as Curry's feet. But if you are looking for cost performance and performance, I suggest that it is better to switch to Nike or Adidas with the same price.

Hehe, why is this brand so popular? I think someone is very famous, where the hero Mo Wen came from! At that time, Li Ning thought that Anta was not worth mentioning, and even his own advertising ideas were directly "copied". For example, Li Ning called "I exercise and I exist", Anta called "I choose what I like", and Peak called "I can, I am infinitely possible"! But inadvertently, Anta became the boss, and Peak's basketball shoes also had a good market. The same is true of Andema Company, which used to produce sports tights, but has gradually become stronger in recent years and has basketball shoes. They just signed Ran Ran's NBA star Kuli. With Curry's bravery, more people know that Andema's shoes are also good.

Subsequently, Andema's global strategy began to be implemented, so it was out of control ... I thought Andema was the Anta of the United States, and now Nike also knows that little people also have inspirational legends. In fact, the relationship between Andema and Curry is complementary. I feel that with Curry, I have Andema. They are already in our minds and have an inevitable connection. This is like Jordan and Nike.

In addition, as far as sneakers are concerned, they are all said to have high technology content, but in general, high-end sneakers feel similar. Sometimes we just look at a brand!

Speaking of UA's basketball shoes, I personally think they are better than China's Anta and worse than Li Ning. As for Nike Abdul, hang it! Nike is the first choice for basketball shoes, and Li Ning Adi is the second choice! UA is an American brand, and tights are made better, which seems a little black technology. Why are sports shoes so popular in recent two years? The main reason is that Curry signed the regular season MVP for two consecutive years, including one of the hottest stars in the league in the past two years, mainly because of Curry's endorsement bonus. Basketball shoes are really not so good. . . Nike is the first choice in both outfield and infield. Kobe series and PG series, including Owen's shoes, are practical shoes. Nike is just a little premium. Similarly, Nike is the first choice at the same price! Li Ning's basketball shoes have also developed very well in recent years, and Li Ning is the first choice for the middle and low end!

Andema specializes in producing yoga supplies, and now it is going out of business. Thanks to Curry's signing, it is said that a star saved a brand, and it took only two years from loss to huge profit! Andema's basketball shoes and outdoor started late, and also has its own technology research and development! Measure yourself.

As a basketball shoe fan, I personally think ua's basketball shoes are really not so good. Simply put, ua does not have the core technology of basketball shoes, that is, midsole cushioning technology. Take the Curry series as an example. I don't know how the performance of Curry 5 is, but the midsole of Curry 4 is no different, and the forefoot is harder than Owen series. In other words, ua basketball shoes have no midsole technology at all, and the price is still very expensive. Generally, offline counters have no discount all the year round. Tmall sometimes sells at a 50% discount. Prior to this, 6 18 tmall sold the 4-low edition library at a 50% discount, but personally, despite the discount, the price/performance ratio was still too low. If you like Curry, it is understandable to buy ua basketball shoes. This is the star effect. If you don't like curry, don't buy it. Anta is better than him. Anta's new royal air series smells like a cottage, but it feels good. If you want to buy basketball shoes, let's go and see Nike and Adidas, both of which have sole technology, otherwise they won't be the two biggest sports brands, and Nike and Adidas have rich product lines, so you can choose more, from low-end shoes of 300 to 400 to high-end signature shoes of 1000. Nike's Durant signature shoes are priced at 1299, which is the same as Curry's signature shoes. But when you put on Durant 10 and the 4th generation of Curry released in the same year, you will find that Andema's basketball shoes are rubbish, which is why Andema is losing money every year, but she has princess disease but no life.

As a famous American sports brand, Andema is famous all over the world. But Nike, which is also an American brand, is better in popularity.

The quality of Andema sports shoes is generally good. The crystal sole of the sole is not wear-resistant, which is very suitable for concrete floors. However, the shortcomings are also obvious, that is, fewer styles, more left-back shoes, and relatively average air permeability. On the other hand, Nike has more styles and types for players to choose from.

In terms of technology, Andema has brand-new HOVR technology, which makes the cushioning of sports shoes more comfortable. On the other hand, Nike has powerful cushioning technologies such as zoom and air max, and in this respect, Nike is still better.

Nike is not as good as Andema in the professionalism and functionality of sports equipment. As a sports brand, Andema is professional and will not use too many tricks to cater to the market, so it will be liked by many professional athletes.

Finally, different people have different views on shoes, so you can buy the pair that you think is comfortable to wear.

The shoes are good, but they don't match his price.