Chapter 114 The fat man gives the three major sports companies a problem

The fat man told Bertha about Nike.

"Nike Eye is above the top of so many stars, they naturally won't satisfy you, I never thought you would sign with Nike from the beginning, our goal is Reebok and Adi."

Bertha explained.

The fat man didn't speak, and Bertha continued: "Reebok has a big problem right now, and they will definitely sign you as a savior. Bertha was so confident when she said this that she didn't look up at a chance, just looked at her comic book fixedly.

"You asked me to sign Reebok? Isn't Reebok called the 'cursed sneaker'? The fat man said.

"'Cursed sneakers' is a joke? I ask you what kind of sneakers in this world you won't get hurt if you wear them. Bertha asked rhetorically.

Hearing this, the fat man felt that it was himself who could hurt himself in this world, and it didn't matter anything about sneakers.

"Reebok, Adi, and Nike are all old companies, and their technical level is not much different, otherwise they can maintain it for so long, for them, the most important problem is that they do not do enough in operation, sales, and advertising. Before Nike, so many people wore Reebok and no one died. ”

Bertha continued.

Hearing that Bertha said this, the fat man felt that it was, and his confidence couldn't help but increase a little.

"Besides, it's just Nike who rejects you right now. In addition to Reebok, isn't there Adi? ”

Bertha said.

"I think it's hard for Adi to accept my terms that are quite overlords."

The fat man said with some concern.

"Actually, it's not difficult, believe it or not, when you finish the task set for you by the system at the end of the season and surpass Shaq to become the league's No. 1 interior lineman, they must have regretted it. Don't look at Adi's current position is still the first, but it is not extremely stable, and it is likely to be surpassed by Nike, so they are also in urgent need of newcomers to maintain their hegemony. ”

Bertha explained.

In fact, it is not unreasonable for Bertha to say this.

The dispute between Nike and Adi did not exist for a day.

If you really want to say it, then you have to start from the Jordan era.

Before Jordan, Nike was just a small company, unknown or even listed, so naturally it could not be compared with a mature giant company like Adi. However, it was in 1984 that Jordan signed with Nike and laid the rules of the game for modern NBA star endorsements, and thus rewrote the fate of NIKE, Jordan himself, and even everyone who witnessed that signing.

And the one who made all of this happen was a man known as the 'Godfather of Sneakers' Sonny Vaccarro.

Sonny Vaccaro is not only so successful because he dug Jordan, but also because of Jordan's rise to Nike, which is just one of his many works.

As early as the 80s, Sony Vacarro believed in the public relations strategy of prestigious schools, at that time, he had a good relationship with NCAA coaches such as North Carolina and Georgetown, and the coaches of these famous schools also recommended their lovers to Vaccaro, and Vacarro selected superstar seedlings from them and recommended them to NIKE, and at the same time he recommended his close agents to these rising stars, thus firmly binding the fate of NIKE, himself, his agent and the star.

And he has been using the 'famous school PR + interest bundling' model since the Jordan era is also a harvest, and he has also achieved great success, and he is also called the 'godfather' in the sneaker industry.

At that time, he almost monopolized the resources of the new generation, and his trusted agent David Falck became the most powerful basketball agent, and they teamed up to monopolize the NBA's superstars.

In the mid-90s, Falck had as many as 120 NBA stars, with Jordan's North Carolina and Ewing's Georgetown as its main customers.

While the likes of Vaccaro's style were all the rage in the '90s, he saw another potential force in the form of high school players. Vaccaro suggested that NIKE set aside a huge amount of money to build a scouting system for high school students, but was flatly rejected by NIKE owner Phil Knight. At that time, NIKE was enjoying a super-value return from the NCAA elite school strategy, and they naturally looked down on the return on investment of high school students.

In this way, Vakkalo and NIKE fell out and switched to Adidas, and, relying on Kobe Bryant, opened up a new model, and unearthed future superstars such as Kobe, Maddie and Odom.

With the passage of time, with the retirement of superstars such as Jordan, Ewing, Mourning, and Mutombo, and after seeing the success of Kobe and Maddie, NIKE executives realized how stupid it was to veto Vacarro's proposal in the first place.

To make up for this mistake, they urgently recruited his best assistant, George Reflin, from Vaccaro's side.

George Reflin is a close friend and assistant to Whaccaro, who is good at the big picture and Riflin is responsible for executing the strategy. In this world, there is no better way to inflict heavy damage on an opponent than poaching his closest comrades. On the one hand, the poached person knows best the biggest advantage of the former club, and on the other hand, he also knows the Achilles heel of the former club best.

also because of George Reflin's betrayal, which led to conflicts within Adidas, and another is the question of who is the boss of Adi between Kobe Bryant and Maddie, which also helped Nike.

At that time, it was extremely difficult to decide who was stronger Kobe Bryant or Maddie.

Kobe Bryant won three consecutive championships and Maddie scored the championship, and Adi had a hard time choosing.

At this time, Jordan came out to yin Adi.

Jordan gave Maddie a pair of Jordan shoes after a game, which was over-interpreted by the media as Jordan trying to steal Maddie as a spokesperson. So Adi didn't hesitate anymore and clearly told Kobe: You can get a raise, but not higher than Maddie, we don't want to make Maddie unhappy. Maddie is our number one.

Kobe Bryant is a man who vows to surpass Jordan, more money and less money is not his focus, you say that he can't compare to Maddie, this Kobe Bryant can't forgive, Kobe angrily terminated the contract with Adi.

Maddie stayed, but Kobe ran away.

In the end, Kobe Bryant also returned to Nike.

However, there is a kind of "endorsement virgin complex" in the endorsement world, which is like saying that when you think of Magic and Bird, people think of their Converse weapon, when you think of Jordan, people think of NIKE, and when you think of Carter, people think of Puma first, and then NIKE. This is a taboo in NBA sneaker endorsement, commonly known as the "virgin complex in the endorsement world".

Although Kobe has returned to Nike, Kobe is no longer a virgin and unqualified, which is an important reason why Kobe is not the boss of Nike.

Kobe Bryant is not the boss.

There must always be a boss in charge, and this time Nike wants to avoid making the mistake of missing Kobe Bryant in 96 again.

It is precisely because of this that James has not played a game in the NBA, and he has become the new ironclad brother of NIKE.

Although, Maddie is still at his peak, and Garnett and Duncan are also in their prime, but after the 03 platinum generation poured in, they were known as the strongest people in the 03 generation, James, Wade, and Anthony all signed Adi, and Adi also smelled a strong sense of crisis from this.

So, they also signed Howard in '04, however, for Adi, if he wants to compete with Nike, it's not enough, it's far from enough, and he has to find a replacement.

Until the fat man turned out to be born.

Adi also saw hope, but when they saw the fat man's sky-high price, they also hesitated.

Now has the biggest superstar Maddie, whether to sign Fatty, which is also a question for them.

(Second update.) Kneel and beg for a recommendation ticket. ）