A few years ago, Nike shoes were born, and the advanced design allowed Nike shoes to quickly occupy half of the domestic sneaker market, and then cooperated with the NBA to create superstars, and the traditional Converse and Puma brands fell into the water, and became the most influential brand in the United States in just two or three years, but other companies will not stand there and wait for Nike to play, they also quickly changed their strategy and began to make their own plans according to the design of Nike shoes.

Design is like this, once it is announced, there will be a large number of imitations, other sports brands also have a strong design team, they are not "dry", today, the design of these companies is also close to Nike, fortunately, now Nike shoes have occupied the market advantage, and the company is often ingenious in advertising design, always able to capture the psychology of young people.

But it is undeniable that the pace of catching up with other companies has been greatly accelerated, Nike was the weaker back then, they could rush forward desperately, even if they failed, there would be no psychological burden, and now it is the other way around, Nike has become a strong one, then every decision of the company must be cautious, once there is a mistake, it is likely to be overturned by the opponent.

Of course, the quality must be guaranteed, in addition to Nike is in advertising investment has greatly increased, when the real strength of the two sides is equal, then it is necessary to compete for the investment in the market, this year Nike produced five advertisements in one go, Jordan, Barkley, the two basketball superstars, as well as street basketball fancy dribbling, and two running shoes advertising, so now the United States about sports TV can always see Nike advertising.

The density of this kind of advertising must be supported by a large amount of funds, of course, Nike is not bad for money, and the indiscriminate advertising makes the opponent dizzy, and Liu Lang also helps in this regard, the recent fire of "Forrest Gump" There are a lot of advertising placements for Nike shoes, such as the protagonist Forrest Gump's long-distance run across the United States, this clip was changed by Liu Lang, Forrest Gump just started running but the shoes were worn out, he could only go barefoot, and he met Knight at this time, Knight was still a young man at that time, carrying the shoes that had just been made, but Knight had a sad face, because no one bought his shoes, and just met Forrest Gump and gave the shoes to the other party, and also signed it himself: You are the first shoe to get a personal signature, I hope not the last。

At the same time, Forrest Gump also has a narrator: this pair of shoes became the company's first signature shoes, and the second pair of signed shoes would not be until many years later, at this time, the screen turned, and a pair of sneakers appeared on a basketball court with the words "air Jordan" written on them.

This is Liu Lang's product placement advertisement for Nike shoes, Nike is also a supplier of shoes and clothes for this movie, and Nike has become popular again with this popular movie.

When sports brands and entertainment circles are combined, the power is unstoppable, especially for a company like Shengtang, a little "seasoning" in the movie or record can play an unexpected role, even stronger than your sports brand advertising alone.

Liu Lang watched the R&D workshop accompanied by Knight and several senior executives of the company, saying that it was a workshop, but in fact it was similar to a laboratory, the surrounding environment was very clean, and some places were still sterile rooms.

Liu Lang picked up a piece of artificial rubber and rubbed it, it felt very soft, but it was worse than natural rubber.

"This polyurethane and polyvinyl chloride are a little better than last year's shoes, how do they compare to other companies' shoes?"

Liu Lang asked.

"Rest assured, our product quality is at least one year ahead of Puma, a year and a half ahead of Converse, we are cooperating with Stanford University's School of Materials Research, and the annual research funding alone is as high as five million US dollars. ”

Knight laughed.

"Philip, it's a good thing that our shoes are high-tech, but there is a problem, that is, do users know that our shoes have such a high technology content, if they don't know, then our shoes can't play this part of the advantage. ”

"That's right, so this year we've added a shock-absorbing clip to our ad to make the shoe better protect your feet. ”

Knight certainly understands this.

"Philip, I have a very interesting idea, would you like to hear it?"

Liu Lang said with a smile.

"Interesting idea, what idea, hurry up!"

Knight and the others were all in good spirits at once, and Liu Lang's thoughts could not be ignored, let alone the interesting ideas in his mouth.

"We've already released air shoes!"

Liu Lang asked.

"That's right, we launched our first Air-Sole two years ago, and it's now in its third generation, and other companies have added air cushions to their shoes. ”

Knight replied.

"This is the latest generation of air cushions!"

Liu Lang took a pair of shoes on the side, the appearance is no different from other shoes, he knows that this so-called air cushion is more of a gimmick, the confined space inside is very small, and the performance of cushioning ability, stability and reaction speed is not very obvious, of course, it can also play a certain role.

"I think everyone's thinking should change, this kind of air cushion is hidden in the shoe, ordinary people can't see it at all, even if we are promoting, we can't let them feel intuitively, so we should develop a visual air cushion, so that people can see it at a glance, and we can also cooperate with some "mysterious" departments to develop, for example, the air cushion originated from the Apollo project, then we will go to NASA, and they jointly develop a visual air cushion, and then use this gimmick to publicize. ”

"Well, well, that's a good idea!"

Knight and others were impressed, this is definitely a very good marketing plan, as for the technical aspects may need to be improved, but the problem is not too big.

"I think the new generation of air cushions can be called Nike air Zoom, and by the way, I came up with a design, you see, it's okay!"

Liu Lang took a pen and began to draw on a piece of paper.

Just a few strokes to outline a pair of basketball shoes, and then Liu Lang on the sole of the foot part of the split drawing, from the lowest wear-resistant layer, and then a 180-degree full foot of the circulating visual air cushion, this is not only the appearance of the drawing, but also involves the internal structure, such as increasing the air column support, etc., the structure is completely in line with human body mechanics.

Knight and the others gathered around and looked at each other carefully without saying a word, in their eyes, Liu Lang was "crazy" again.

The design scheme of this shoe was found by Liu Lang from the depths of his memory, and normally it should appear five years later, and it was Nike's first full-foot visible air cushion shoe, which set a lot of records that year and became a classic sneaker in Nike's history.

Liu Lang is a construction mechanic, for the materials are also very knowledgeable, he feels that in terms of technology, the company has the conditions, it is better to launch it directly.

It only took Liu Lang more than ten minutes to draw this shoe, which has a different shape, and at a glance, he can see the 180-degree full ball of the circulating visual air cushion, which is really shocking.

But what shocked Knight even more was that Liu Lang also drew the internal design of this shoe, and it completely conformed to the layout of human body mechanics, which means that he has mastered the internal structure of a sneaker and can become a shoemaker.

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