There is a line in the movie "Inception": If you have a dream, make it bigger.
Thinking of this, Tobias hesitated for a moment before settling down and making a decision.
Gawain carefully observed Tobias's expression, and could notice Tobias's stretched eyebrows. He couldn't help but reveal a shallow smile, "It seems that you have made a decision."
Tobias nodded slightly, and a smile appeared in his eyes, but after thinking about it, he still needed to inform Gawain. After all, this was closely related to Gawain, "Tonight, Crocodile proposed an exclusive sponsorship contract.
It’s US$700,000 per year and the contract is for five years, so I’m actually a little excited.”
Crocodile?
Not Nike or Adidas? Instead, the French crocodile, who has always been watching the show from the sidelines, took the lead? A sudden appearance disrupted the battle?
interesting.
Gawain was not too surprised, as if the five-year, three-and-a-half-million-dollar sponsorship contract was just playing house, waiting for Tobias' next words——
It's not that Gawain is really that calm. After all, in two lifetimes, Gawain has never really seen a million dollars. Not to mention the dollar, even a soft girl doesn't have it. It is precisely because of this that he knows that it is a huge sum.
Figures, but still lack a sense of reality, not sure how amazing that number is.
What's more, it can be seen from Tobias's tone and demeanor that there should be a turning point later.
"but……"
really.
"I decided to put it on hold for now and not rush to agree." Tobias said.
Gawain gently raised his chin, "Oh, that's it."
That's it?
Tobias laughed, "What do you think?"
Gawain shrugged, "You are my agent, aren't you? I trust your professional judgment."
A simple sentence, but it conveyed enough trust, which made Tobias's mood soar.
As mentioned before, competition among sports brands in the field of tennis is particularly fierce, mainly because it is an individual sport, and every player has different ideas and concepts. In addition, it is difficult for top sports brands to cover all young players in one go.
, naturally showing a situation where a hundred flowers bloom.
There is no doubt that Nike and Adidas are still the leaders in the industry, but compared with collective sports such as football, basketball, rugby, etc., other brands have a larger and wider space for survival in the tennis arena, and even some small and eccentric brands
Many brands can also find a place here.
Judging from the current men's tennis world, Murray chose Under Armor after bidding farewell to Adidas, Kei Nishikori wore Uniqlo, Raonic wore New Balance, and the niche Italian brand was led by tennis star Sergio Tarzini.
The brand of the same name created by (Sergio-hini) signed Djokovic.
There is still a bad debt regarding Djokovic's switch to the Sergio-Tazzini camp. In 2010, Djokovic, who was on the rise at that time, left Adidas to sign a new brand, but Sergio-Tazzini had no way to pay.
Due to the high sponsorship fees, they signed a "performance clause" with Djokovic and signed a ten-year contract.
To put it simply, additional bonuses are awarded based on Djokovic’s performance on the court.
As a result, Djokovic had a full-scale breakout in the 2011 season, winning three Grand Slam championships. On the one hand, Sergio Tarzini's market share soared, but as a result, the brand factory failed to keep up with the supply chain, resulting in
It was not able to occupy the market quickly.
On the other hand, they were unable to pay Djokovic's "match bonus" and violated the contract agreement. So in early 2012, the two sides were very unhappy and Djokovic applied to terminate the contract off the court.
Then, Djokovic switched to Uniqlo.
This is the most realistic and bloody portrayal of tennis brand market competition——
Because apart from sneakers and rackets, the jersey itself is not particularly difficult, and professional tennis arenas do not have strict requirements for players’ jerseys:
The Williams sisters wear jerseys designed by themselves every year. The sleeveless shirt and pants worn by Nadal when he first debuted are also called "pirate shirts." In other words, as long as they are not too exaggerated and strange, they are allowed on the court.
, so any clothing brand can produce it.
Naturally, the tennis jersey brand is a hundred schools of thought.
Among them, French crocodile is the origin of "tennis shirt".
French Crocodile was founded by the legendary French general Rene-Lacoste. "Lacoste" itself means crocodile.
At the beginning of the 20th century, tennis players generally wore long-sleeved shirts and ties to play, which was very inconvenient for exercise. Lacoste was the first to challenge the tradition and wore short-sleeved sweaters during the game, which later evolved into what it is today.
POLO shirts and tennis shirts, this is the real originator.
In addition to its official sponsorship of the French Open for 40 years, Crocodile has also maintained close cooperation with tennis players, including Andy Roddick and Stan Wawrinka.
However, Roddick was wearing a Reebok jersey when he won the US Open; Wawrinka had switched to Yonex when he won the Australian Open. So far, no player sponsored by Crocodile has been able to wear a Crocodile jersey.
Climbed the singles Grand Slam championship.
In recent years, Crocodile has been accused of being too slow to introduce new products, lagging behind the times, and gradually falling out of line with the mainstream. They have not welcomed a new spokesperson for a long, long time, but the Crocodile Group is also aware of this. Currently, their senior management is working on
Carrying out an internal struggle and preparing for a blood exchange.
According to the historical trajectory that Gao Wen is familiar with, in early 2015, the new CEO Thierry-Guibert took office. Under his leadership, he not only made the brand design younger and more youthful, but also advocated the promotion of tennis
More money is invested in the arena.
Until June 2017, the Crocodile officially signed Djokovic, and then signed Medvedev, creating a new era.
Gibel mentioned a very important strategy, the Chinese market. He believes that this market has huge potential, but the positioning of Crocodile is still a mid-to-high-end route. He hopes that when Chinese consumers see Crocodile, they will associate the brand with tennis.
Labels such as gentleman, elegance, etc. are associated.
What is certain is that entering the Chinese market has always been one of Crocodile's important strategies.
Back to this point in time, in August 2014, the Crocodiles are still in turmoil internally, and the battle between conservatives and reformers has not yet decided the winner. Therefore, even though they noticed a wave of changes during the US Open, they still
He maintained a wait-and-see attitude and did not act rashly.
However, the little butterfly from the Amazon flapped its wings. Although it failed to change Bellis's fate of losing, it succeeded in impressing Knox.
Charlie Knox, the North American marketing executive, is obviously a representative of the reformists. He is eager to open up the young people's market. If he can also open up the Chinese market, that would be great, especially when watching today.
After Gawain's game and close contact with Gawain, he came up with a bold idea——
With Gawain as the fulcrum, can they leverage the established territory of the entire tennis market?