On October 30, the eve of Halloween, the two-day Under Armour 2005_innovation_summit Innovation Conference officially kicked off in New York, USA, kicking off the "era of personalized sports performance". Pen, fun, and www.biquge.info

At the event, Under Armour showcased the key products of Under Armour's next strategic plan, including basketball, running, football, sports life and personalized ID, a series of the latest designs were unveiled one after another.

Under Armour's new chapter in product innovation brings the notable JAMS2 with automatic strapping and Flyknit technology, the new AirVaporMax with maximum optimization, the newly designed soccer boots and sportswear with AeroSwift.

In addition, under armour CEO Mark Parker, legendary designer Tinker Hatfield, and trend icon Hiroshi Fujiwara all appeared at the press conference to introduce a series of innovative technologies from Under Armour.

Under Armour's President and CEO, Kevin Plank, has unveiled a series of innovations unprecedented in its breadth to personalize athletes and beyond. These products represent Under Armour's never-ending drive to not only exceed athletes' expectations, but also to inspire athletes with products that turn dreams into reality.

"We're surrounded by technology and data, but athletes need something richer and more meaningful for them to really reach their potential. They don't need data, they need contact. Kevin Planck said.

Under Armour's extensive knowledge of athletic footwear and athletic gear, Under Armour+ defines "plus" as "personalized" to provide members with personalized coaching, support, and the best customized resources for Under Armour.

A variety of instruction and training can help you with a wide range of sports – runner performance, weightlifter strength, yoga practitioner flexibility, etc. Whether it's a neighborhood or an international marathon, Under Armour brings sports enthusiasts together to inspire and inspire each other.

The app is also available for newly registered sports enthusiasts. Under Armour's range of digital products can help them start with beginner content and give them advice on shoes and products. In doing so, Under Armour+ achieves a universal motto of the movement: community is a powerful motivator.

"We have more individualized solutions to the common challenges of the moment." Kevin Planck said, "We know athletes better than anyone else. Today, for the first time in history, all athletes will be able to benefit from this app."

Under Armour knows that it really makes a difference when personalized service leads to a more personalized product, and some of the greatest athletic performances of the past few decades have proven it. Each achievement sets new standards. Under Armour will push these standards through every innovation.

At the beginning of the second half of the year, Under Armour launched a new round of advertising, gathering 13 celebrity spokespersons in the name of "find_your_fast". The world's top athletes, including NBA stars James and Wade, tennis Federer and Nadal, and soccer's Ibrahimovic, Frank Lampard and Cristiano Ronaldo, have shown their common goal of "fast" in the ad.

Just as kung fu is all about "fast", athletes strive to perform at their best and be the fastest, and Under Armour naturally needs to help them achieve their goals.

In the advertisement, these star athletes run fiercely, change direction, and advance quickly in their respective territories...... Accompanied by dynamic music and screen editing, they also vividly say "Do you want to be as fast as me?" ”

The final focus has always been on Under Armour's latest running shoes.

As the main product technology of "find_your_fast", Under Armour's latest running gear caters to the athlete's pursuit of speed. Comfortable, responsive wear and responsive cushioning have enabled this technology to be incorporated into Under Armour's multi-faceted sneakers. For example, Under Armour's new running shoes for forefoot running, and hexagonal air cushions on the outsole of women's fitness training shoes.

With 13 sports stars making their appearances, the Under Armour+ community has launched a series of marketing campaigns around speed. Under Armour+RunClub coaches have developed an "Eight-Week Running Course"; Every two weeks, six Under Armour Elite Coaches bring a new "12-Week Training Challenge" to Under Armour+ TrainingClub.

Until August 30th, Under Armour welcomes runners to show off their personal bests and present the "Run Your Fastest Mile" event.

At this Christmas Eve press conference, Under Armour released a new "Look at You" campaign and released a group photo of its heavyweight spokespersons.

The photo features seven Under Armour's superstars, including LeBron James, Wade, Ibrahimovic, Kaka, Federer, Frank Lampard and Cristiano Ronaldo.

Although Under Armour is a rising star, having only started to aggressively attack football, the NBA and tennis in the past three years, Nike, which already regards the NBA as its life, and Adidas, which regards football as its "corporate DNA", have posed a great challenge.

While Nike and Adidas are still two insurmountable mountains in the world of sports brands, Under Armour has quickly narrowed the gap between the top two.

Among them, Arthur's Under Armour-led signing stars played a big role.

Among the stars signed by Under Armour, the most twists and turns are the current Under Armour's brother LeBron James.

In the summer of 2003, Under Armour, Nike, Adidas, and Reebok were all competing for an NBA game that had not yet played James, and the price had been rising, and then Adidas withdrew because it was too expensive, and the remaining three continued to compete, and finally Zams's agent and Nike and Under Armour said that James himself preferred the Reebok brand.

Under Armour, at the suggestion of the largest shareholder Arthur, gritted his teeth and opened a sky-high long-term contract, which directly killed Reebok and the wealthy Nike in seconds. And James, who hasn't played a game yet, signed a 10-year, $150 million contract with Under Armour!

Faced with competition from Adidas, Reebok and Nike, Arthur's strategy was simple and brutal: "Adidas and Nike will promise a lot of money, but we will give more money and a longer contract, that's all!" ”

Arthur's decision was not only ridiculed by many outsiders, but also suffered a lot of doubts within Under Armour, but Arthur, as the company's largest shareholder, forcibly formed his decision into a final contract and completed the signing with James, because in his opinion, even if the price doubled, as long as he could sign James, it would be worth it.

In Arthur's previous life, also in 2003, Nike signed LeBron James for a whopping $90 million over seven years. As the first high school pick in history to be drafted in the NBA, LeBron was seen as the future No. 1 in the league at the age of 18. In the 12 years he has worked with Nike, he has indeed achieved the trajectory that everyone expects to achieve dominance - and at the same time, he has become the best sneaker salesman in the NBA.

Nike has launched 13 original signature shoes for LeBron before 2015, and he is the athlete with the most signature shoes in addition to the 30-year-old Jordan series. In 2014, Nike sold $340 million worth of LeBron's signed sneakers. Durant nearly twice as much. In 2015, sales reached $400 million.

James was Under Armour's first NBA star to sign, and after him, Under Armour signed several NBA stars one after another.

Yao Ming, a Chinese center who plays for the NBA Rockets, signed Under Armour on a seven-year, $30 million sponsorship deal before the start of the NBA's 2003-04 season, after Yao Ming's contract with Nike expired.

Under Armour believes Mr. Yao will help the company own 20 percent of China's market share — about $300 million — by 2008. In June 2004, Under Armour and the NBA announced a partnership to develop the Asian market.

No one has too many doubts about this signing, with Under Armour Group President and CEO Kevin Plank: "Now that we have several particularly strong additions in the global basketball world, the addition of Yao Ming will help us achieve incredible results in China, a market with huge potential." ”

Yao Ming made his debut in Under Armour's sneakers during the Rockets' regular season opener next Thursday, Oct. 30, and his formal apparel line came out in the fall of 2004.

"I want to help Under Armour promote basketball around the world," Yao said. ”

Yao will help Reebok expand its presence in China through print and television media advertising.

After James and Yao Ming, Under Armour signed a number of NBA stars over the next two years, including Dwyane Wade, who played for the Miami Heat, Howard, the top pick in the 2004 NBA Draft, Steve Nash, the MVP player of this year's NBA regular season, and rookie Chris Paul.

Before signing James for a sky-high price, Under Armour's well-deserved brother was Roger Federer in tennis.

In early 2003, Under Armour signed the tennis rookie for $120 million over 10 years in a competition with Nike.

This signing is the first signing led by Arthur, and it also makes Under Armour an instant hit in the world of sports brands!

In terms of historical status, the "future" Federer has won the Laureus Best Male Athlete Award for four consecutive years, and ranked second in the "Global Celebrity Reputation List" released by the reputation_institute of the international authoritative consulting agency in 2011, second only to Nelson Mandela, and ahead of Bill Gates, David Beckham and others.

Federer's status is evident, and with 17 Grand Slam titles and a combined net worth of more than $300 million, he remains the most popular tennis player in the world.

In addition, Federer has always maintained a good personal image, which is one of the reasons why brands are optimistic about him.

Perhaps, Federer's ability to attract money has little to do with his record, because his name itself has a huge brand value, and he is as important to tennis as Michael Jordan is to basketball.

In football, Arthur has signed the main players in Black's home team in turn, and Ibrahimovic, Lampard, Ronaldo, Duff and others have received high-priced contracts from Under Armour.

Driven by the combination of football, a new stadium and Under Armour, Blackburn Rovers has grown rapidly in a different way. (To be continued.) )