As a sports brand that started out in football, UA's success in basketball is tied to unanimous MVP Stephen Curry.

In fact, after Curry became the MVP in 2015 and won the NBA championship, UA shoe sales increased by 754%, jumping to second place in the North American sneaker market. In the face of Curry's growing influence, UA will inevitably use it to open up the Chinese market.

Compared with the star-studded Nike, UA has fewer signed stars and limited activities that can be carried out, so UA is more focused on Curry, and on this trip to China, Curry brought a series of sneakers inspired by the two mythical characters of Monkey King and Erlang God specially created by UA for the "Flag Asia" China tour.

As the brand's leading superstar, Curry's China tours in four cities in Greater China are full of UA brand elements, in addition to regular friendly games and fan interactions, the brand logo can be seen everywhere, and the close-up of sneakers played on the big screen seems to emphasize UA's determination to attack the Chinese market.

During this year's trip to China, Adidas designed a series of themed activities for Harden, who came to China for the first time. The "Harden Center" is carefully built in Sanlitun, and the sneaker design, production and sharing are all being used by Harden and the Houston Rockets, two IPs that still have special meaning in the hearts of Chinese fans.

Jeremy Lin, who has more Chinese elements, has received special attention from Adidas, who communicates with fans in authentic Chinese, participates in brand promotion and charity activities, all in the hope of increasing the friendliness and goodwill of players and brands in China.

In addition, Lillard and Ross have also appeared in Beijing and Shanghai, and the four top brands have all come to China for the first time in history, which is behind the current situation of Adidas in the Chinese market.

After talking about overseas brands, let's talk about local brands. Unlike brands such as NIKE and Adidas, which have a lot of star resources, local brands have relatively limited resources, and how to win in pairs has become the key to the success of the star China tour. At this point, Peak's trip to China every year has attracted the attention of fans.

Similar to the growing UA, the first task of the Peak Star China Tour is to promote sneakers, and the first stop of the Peak China Tour in Beijing, the first thing Howard did was to unveil Howard's second-generation new combat boots with Peak CEO Xu Zhihua.

At the launch of the new shoes, Peak Sports donated 1 million yuan of equipment to the Yao Foundation Hope Primary School, and donated the first pair of Howard second-generation sneakers to the Yao Foundation for auction.

When it comes to Anta's trip to China, it is natural to think of Klay Thompson, one of the splash brothers who is in the limelight. However, due to the Rio Olympics and other factors, Thompson did not come to China this year.

Under the premise of relatively limited resources, ANTA has focused all its attention on Scola's trip to China. This kind of China tour, which is similar to going through the motions, failed to leave too deep an impression on the fans in terms of effect.

As one of the few NBA stars signed by the brand, almost all of Li Ning's player China tours revolve around Wade. And this summer, in addition to the commercial promotion of Wade's Way, Wade also went to the Li Ning Center to record the program "NBA Frontline", sharing the behind-the-scenes story of the transfer to the Bulls with Chinese fans.

Even so, judging from the effect, it is difficult for Li Ning, who can't play the star matrix, to get enough attention in the dazzling players' trip to China.

In addition, in fact, every offseason, the NBA chooses to arrange for some players to come to China to interact with fans and actively fulfill their responsibility to care for the community, so as to expand the influence of the NBA brand, and this summer is no exception.

The NBA sent two potential new stars - Russell and Clarkson, during the trip to China, the two youngsters interacted with fans, climbed the Great Wall to eat food, and participated in public welfare actions, and Tencent Sports, as a partner of the NBA, also participated in the China tour, and they held a series of college NBA activities. And veterans Pierce, Bibby and others also came to China to stand up for the NBA's activities.

The summer trip to China is like a compulsory course for sports brands, warming up, laying the groundwork, and building momentum for the upcoming NBA season in October. Although different brands have different arrangements for China tours throughout the summer, the logic behind them is that they want to contribute to the brand's market capture through the high exposure of football stars.

Even so, for the Star China Tour, fans and consumers will gradually pass the stage of watching the excitement, and who can really win the hearts and minds of all the stars who come to China? After the cold winter in China's sporting goods industry, the dazzling trip to China is just a prelude to the next big war.

We all know that the NBA is a commercial league, since it is commercialization to make money is the last word, the reason why the NBA can flourish so quickly is inseparable from the efforts of the league, they have just signed a huge broadcast contract of more than $24 billion in 14 years, which allows the NBA to get $2.66 billion in revenue every year. And there are countless sponsors who hold contracts and want to sign with the NBA, and as long as the NBA makes a decision, the owners of each team can only obey, because once the disobedience causes the sponsor to withdraw funds, it will cause harm to the entire league, so until now no one or team owner dares to say no.

So when it comes to the first person in NBA history, I believe that 100% of fans will think of Jordan's name, he won 6 championship trophies in the 90s, and countless honors, and is the spokesperson of the NBA in the global promotion, even at the age of 40, he can still score an average of 20+ data per game in the NBA, and in the 90s, he has received an annual salary of 30 million US dollars, not only in the NBA He is a unique representative of world basketball, and recently he made a historical first move.

It turned out that this offseason the NBA and Nike reached a 9-year cooperation agreement, and they will pay more than $40 million a year to endorse NBA jerseys, which is also the first time that the NBA has appeared on the jersey with the logo of a sponsor, so we see that players are playing in Nike jerseys in the new season, and all teams in the league have to implement it. And how serious the violation of this agreement is, can be seen from last season's CBA League, Yi Jianlian was unwilling to wear the shoes provided by the sponsor and take them off on the court, and was eventually banned, no matter how big the star is, he has to obey, let alone the team owner.

However, Jordan did not agree to the proposal, and he only allowed the team to play in jerseys with their logo, which eventually succeeded, and the Hornets became the only team in the league to be able to wear a sponsor's jersey. Jordan also became the first person in history, so why did Nike agree to Jordan doing this? It turned out that Nike had signed a lifetime contract with Jordan and designed a trademark with his image, and Jordan was the president of the brand, and Nike did so much by Jordan, so it is not surprising that they were able to follow Jordan's advice, but every year Jordan can take away $100 million in revenue from Nike, and is one of Nike's largest shareholders.