Chinese sports equipment companies such as Anta, Li Ning, and Peak have spent a lot of money to sign some NBA stars to endorse them, which not only has a high endorsement fee, but also takes time and effort to design signed sneakers, and the requirements of the contract will naturally be higher. Pen ~ fun ~ pavilion www.biquge.info

For example, most players are required to play at least 60 of the 82 regular season games. If you miss too many games, you'll have to say goodbye to millions of dollars. Conversely, some players may be rewarded with millions of dollars for winning the MVP trophy.

If a player's playing time and number of plays are not guaranteed, the shoes he wears will naturally not get too much exposure. Naturally, the sports equipment company that manufactures these sneakers will not be able to achieve the purpose of asking the player to endorse it.

In order to stimulate their players' desire to perform on the court and increase their motivation to play, sports equipment companies will also add some incentive clauses to their contracts.

These terms may seem tempting, but in fact, it is quite difficult to actually do so, and companies often just write a blank check.

How many people can do incentives like winning the regular season MVP?

There are quite a few contracts with such incentive clauses attached, but there is only one MVP in a season.

Speaking of incentive terms, we have to talk about the sales dividend of sneakers.

Generally speaking, players will have a stable 5% sales dividend, which will be written in the contract and fixed in the form of law.

That means if the player sells $100 million in sneaker sales, he can get an additional $5 million in commissions. Of course, with sales of hundreds of millions, it is really difficult. There are very few active players in the NBA who can reach this level.

In 2014, only the top three players in the NBA star's sneaker sales list had sales of more than $100 million.

LeBron James, as in 2013, continues to occupy the top spot. In the past year, he has sold an impressive $340 million in sneakers, up 13% from $300 million in the previous year, and it is believed that he will continue to do so for a long time. James reached the NBA Finals for the fourth time in a row this past year and announced his return to the Cavaliers last summer. All of these factors contributed to a 13% increase in LeBron's sneaker sales.

The second place is still Kevin Durant, although his sneakers have been complained about by some fans in terms of appearance design, but the $195 million result is also very good. Durant signed the largest sponsorship deal in sports history with Nike last summer, reaching $300 million over 10 years. In 2013-14, Durant was named the regular season MVP, and despite being plagued by injuries last season, his sneaker sales increased by 11 percent.

The third place is still Kobe Bryant, although he did not play for a season, although he was injured again, but Kobe's spirit still helped him become a legend on the court, and the $105 million result is still a certain increase compared to before. And compared to James and Durant, his increase is the largest, more than 100%!

After James, Durant and Kobe, the rest of the players have fared much worse in terms of shoe sales.

Chris Paul's sneaker sales ranked fourth in the NBA, but only $32 million. Tied for fourth place is Derrick Rose, who also sold $32 million in sneakers. Ranked 6-10 are Carmelo Anthony, John Warr, Dwight Howard, Kyrie Irving, and Damion Lillard.

Those who are interested can find that last season's regular season MVP, Stephen Curry, did not appear in the top 10 of this list.

In fact, this is understandable, the regular season MVP is selected after the end of the regular season, and the award is usually made after a round of playoffs. By this time, it was already May of the following year.

In 2014, Curry gave fans the impression that he had accurate three-point shots, good breaking, and good passing, and his status in the NBA was not very high, at best he was a first-line star. At that time, he didn't have as many fans as he has now.

But who would have thought that just a year later, he would be red and purple. won the regular season MVP and led the team to win the championship, which immediately pushed him to the forefront of the league. Coupled with the 15-game winning streak at the start of the season, many people even think that he has become a veritable number one in the league.

In terms of sneaker sales, his achievements have also increased by leaps and bounds, and since the end of last season alone, his sneaker sales have exceeded 100 million. Counting the sales for the rest of the year, it is not a dream to exceed 200 million.

In fact, the top 10 players who can squeeze into the top 10 of the sneaker sales list are all players with their own signature sneakers. Howard did not renew his sneaker contract with Adidas after it expired this year, but during the contract period, Adidas was obligated to launch a signed sneaker for him.

Here I have to talk about the concept of the signature sneaker.

Signature sneakers are specially designed for a certain player, in addition to the name or nickname of the player, with an exclusive logo, the most important point is that the design of the sneaker shape is completely for the player alone.

Generally speaking, players with signed shoes tend to put forward some requirements during the development process of the sneaker, so that the designed sneaker can meet their needs to the greatest extent. In addition, in some technology configurations, it is also designed according to the player's playing style and the needs of the player.

Owning such a personal basketball shoe is undoubtedly a status symbol.

Under the signature sneaker, the status is slightly second, and it is the PE version of the sneaker.

The PE version of the sneaker is a completely different concept from the signature shoe.

Generally speaking, the PE version is the player version, which is different from the commercially available version, mainly in terms of size and color.

For the needs of publicity and marketing strategies, companies will design personal logos for their signed players, which was the "patent" of signed shoes in the past; However, these shoes are not designed for a single person, they often have their own names, belong to the general public, and the color scheme is mostly designed according to the color of the team's uniform.

In contrast, the gap is completely out. So it's not for nothing that many stars want their own pair of signature sneakers.

James Harden gave up Nike, with whom he had worked for six years, in the summer to move to Adidas, and his signature sneakers accounted for a large part of the reason.

Harden is now one of the top shooting guards in the league, although he is in poor shape right now and has been hacked badly. But last season, he was a fierce man who competed with Curry for the regular season MVP, although he failed to compare Curry in the end, but he was also the second in the MVP vote, and was selected to the All-NBA First Team. In the playoffs, he also led the team to reverse the Clippers to reach the Western Conference Finals with a large score of 1:3.

But it's such a star who doesn't have his own exclusive signature sneakers!

You must know that Kyrie Irving, who belongs to Nike with Harden, has his own signature sneakers even if he entered the NBA later than Harden!

So, Harden was very unhappy. It is also reasonable to switch to Adidas, which promised him to launch his own signature sneakers.

Perhaps Nike did not match the huge 13-year $200 million contract offered to Harden by Adidas because it already has superstars such as James, Kobe, and Durant, as well as potential stars like Irving, and a comprehensive evaluation of other aspects.

After signing with Adidas, Harden is also about to become the 11th player to have his own signature sneaker among all the players who endorse the American brand. With Adidas' vigorous promotion, he may be able to squeeze into the top 10 of the sneaker sales list.

However, with his current poor form, it seems to be a bit difficult......

Harden struggled for six seasons to become one of the league's top scoring guards before he landed on a signature sneaker that was almost a player's dream.

And Yi Feng is just a Chinese rookie who has not been in the NBA for a long time, and after playing more than ten games, he signed a signed sneaker contract with a sneaker manufacturer. He will have his signature sneakers in his first season!

Therefore, the question raised by Luo Tianrui is also very newsworthy.

Yi Feng thought about the wording for a moment before replying: "I also know a little about the concept of signed sneakers. I'm excited to be on the verge of owning a signature sneaker that is a symbol of status and status. ”

"This means that my position in the league is initially recognized. It also gave me a goal to set for the future, and those stars who have signed sneakers will be my role models. I will try my best to get closer to them, strive to become a basketball superstar, and live up to the favor that ANTA has placed on us." ”

After winning the award, the first sentence of many people's speeches is "thank the party, thank the motherland, thank you ......", in fact, this is just a routine, and the gratitude in their hearts is not too much. But they have to do it, because it's formality. At the same time, it is also a gesture of goodwill to the awarding party.

And Yi Feng has been playing this routine today.

The reporter asked him a question, and he answered the reporter's question in the first half of the sentence, and then turned the topic to thank Anzu in the second half of the sentence. It was as if if he didn't thank Anta, and Anta would unilaterally terminate the contract......

However, it is reasonable for Yi Feng to do this. Eat people with a short mouth, and take people softly. They have all eaten so many benefits of Anta, and it is not an exaggeration to say some good things to them.

Yi Feng has played such a slippery glove road, and Anta is naturally excited.

This has just signed a contract, and Yi Feng has worked so hard to promote Anta, which shows that he has a really good impression of Anta. Anta does not have to worry about Yifeng not cooperating with their publicity work in the future.

After all, compared with giants such as Nike and Adidas, Anta is really out of the stream. Although they signed an 8-year contract with Yifeng, there are all kinds of benefits in the contract.

But what about 8 years later?

At that time, if Yi Feng didn't have too many injuries, he would definitely have been famous. At that time, would he still see these benefits?

At that time, he was only 27 years old, and he was at the peak of integrity! To be able to win a bigger contract! Guarantee that he will switch to Nike or Adidas, and Anta's plan to use Yifeng's influence to invade the North American market may be aborted halfway.

Seeing Yi Feng like this now, they were also relieved in their hearts.

Yi Feng didn't notice the psychological changes of several Anta executives next to him. But even if he knew what the executives were thinking, he would laugh it off.

Not to mention that he is not a person who likes the new and hates the old, just based on the contract that Anta offered him this time, he knows Anta's sincerity to him. And out of such sincerity, if there is no accident in the future, he will definitely not give up Anta and invest in other companies.

Not to mention the endorsement fee and a series of incentive clauses, Anta also promised to design a signed sneaker for him every year, and the name of the sneaker was named by Yi Feng himself. In addition to this, there will be All-Star Special Edition sneakers, which will be launched around All-Star Weekend, and there will also be Olympic Special Edition sneakers, which will be launched during the Olympics.

What makes Yifeng most excited is not the above conditions, but a clause attached to the end of the contract, similar to a promise of a gambling contract - within 8 years of the validity of the contract, if Anta can become the world's top three sports sales brands, then after the expiration of the contract, Anta and Yifeng's new sneaker contract will be accompanied by 5% of Anta's equity!

You must know that the current Anta has a fairly small global market share, accounting for more than 1%, ranking outside the top 20 among similar brands. And to mention more than 20 to the top three, the difficulty can be imagined.

If the sales of Anta's products can really increase so much in the past 8 years, it can only be due to Yifeng. Because Anta spent such a big price to sign Yi Feng, it naturally wanted to do its best to promote and publicize him.

Just as Stephen Curry, Jordan Spieth and Misty Copeland brought Under Armour's sales growth in basketball shoes and apparel, golf-related products, and women's sports goods made Under Armour the second largest sportswear company in the United States, Anta's signing of Yi Feng did not hope that he could play the role of Curry and the other three to Under Armour.

Therefore, ANTA will agree to attach such a clause to the end of the contract.

Of course, this article was proposed by Yi Feng. His ambition is not small, and when he aimed at Anta, he felt that he also had the ability to be as good as Curry, and it was natural to increase the sales of Anta's products.

And he didn't want to be a wage earner for nothing, so he had to come up with such a way to turn over and be his own boss.

When the time comes, how ANTA really becomes a world-class equipment giant, then the company's market value will be unimaginably huge! And just 5% of the equity can make Yifeng enjoy tens of millions of dollars in dividends every year like Michael Jordan.

Of course, this may not be possible. But Yi Feng is full of confidence, and in Anta's view, Yi Feng is ambitious.

But Yi Feng's ambition is a good thing for Anta. They are also very ambitious, and if the two are combined, maybe a miracle will happen. (To be continued.) )