Nike shoes were born a few years ago. Their advanced design allowed Nike shoes to quickly occupy half of the domestic sports shoe market. Then they cooperated with the NBA to create superstars, and then wiped out the traditional Converse and Puma brands. In just two or three years, Nike shoes
It has become the most influential brand in the United States, but other companies will not stand there and wait for Nike to fight. They also quickly changed their strategies and began to formulate their own plans according to the design of Nike shoes.
Design is like this. Once it is announced, there will be a lot of imitations. Other sports brands also have strong design teams, and they are not just "working on it". Today, the designs of these companies are also close to Nike. Well
Nowadays, Nike shoes have occupied the market advantage. In addition, the company is often unique in advertising design and can always capture the psychology of young people.
But it is undeniable that the pace of catching up by other companies has greatly accelerated. Back then, Nike was a weak company. They could rush forward regardless of everything, and there would be no psychological burden even if they failed. Now the reverse is true, and Nike has become a strong one.
Then the company must be careful every time it makes a decision. Once it makes a mistake, it is likely to be overturned by its opponent.
Of course, quality must be guaranteed. In addition, Nike has greatly increased investment in advertising. When the two sides are equally powerful, they will have to compete in market investment. This year, Nike produced five advertisements at once, including Jordan and Barkley.
He is a basketball superstar, he also performs fancy dribbling in street basketball, and he also has advertisements for two running shoes, so now you can always see Nike advertisements on American sports TV stations.
This kind of density of advertising requires a lot of financial support. Of course, Nike is not short of money. The bombardment of advertisements has confused its opponents. In addition, Liu Lang has also helped in this regard. The recent hit "A
"The Legend of Gump" has many advertisements for Nike shoes, such as the protagonist Forrest Gump's long-distance run across the United States. This clip was changed by Liu Lang, and the result was that Forrest Gump had just started running.
The shoes were worn out, and he could only go barefoot. As a result, he met Knight at that time. Knight was still a young man at that time, holding the newly made shoes in his hand, but Knight looked sad because no one bought them.
His shoes, I happened to meet Forrest Gump and gave them to him casually, and even signed it himself: You are the first shoe to get a personal signature, I hope you are not the last.
At the same time, Forrest Gump also had a narration: This pair of shoes became the company's first pair of signature shoes, and the second pair of signature shoes would have to wait until many years later. At this time, the scene turned, and a pair of sneakers appeared on a basketball court.
It says "air jordan".
This is Liu Lang's product placement for Nike shoes. Nike also served as the shoe and clothing supplier for this movie. With this popular movie, Nike became popular again.
When sports brands and entertainment circles are combined, the power is unstoppable, especially for a high-quality company like Shengtang. Adding a little "spice" to movies or records can have unexpected effects, even better than
It would be better for your sports brand to advertise alone.
Accompanied by Knight and several company executives, Liu Lang watched the R&D workshop. It was said to be a workshop, but in fact it was similar to a laboratory. The surrounding environment was very clean, and some places were even sterile rooms.
Liu Lang picked up a piece of artificial rubber and kneaded it. It felt very soft, but it was worse than natural rubber.
"This polyurethane and polyvinyl chloride is better than last year's shoes. How does it compare with shoes from other companies?"
Liu Lang asked.
"Don't worry, the quality of our products is at least one year ahead of Puma and one and a half years ahead of Converse. We cooperate with the School of Materials Research at Stanford University, and our annual research funding alone is as high as five million US dollars. If we can no longer beat the opponent,
Then they should all get out."
Knight laughed.
"Philip, it is a good thing that our shoes have high technological content, but there is a problem, that is whether users know that our shoes have such high technological content. If they don't know, then our shoes will not be able to take advantage of these advantages.
.”
"That's right, so this year our ads have added a shock-absorbing clip to help the shoes better protect your feet."
Of course Knight understands this.
"Philip, I have a very interesting idea, do you want to hear it?"
Liu Lang said with a smile.
"Interesting idea? What idea? Hurry up!"
Knight and others suddenly became energetic. Liu Lang's ideas could not be ignored, not to mention the interesting ideas in his mouth.
"We have already released air-cushion shoes!"
Liu Lang asked.
"Yes, we launched the first air-sole air-cushioned shoes two years ago. It is now the third generation. Other companies have also added air-sole shoes to their shoes."
Knight replied.
"This is the latest generation of air-cushion shoes!"
Liu Lang took a pair of shoes from the side. The appearance was no different from other shoes. He knew that this so-called air cushion was more of a gimmick. The enclosed space inside was very small, and it had poor performance in terms of cushioning ability, stability and reaction speed.
It's not very obvious, but of course it can play a certain role.
"I think everyone's thinking should change. This kind of air cushion is hidden inside the shoes and ordinary people can't see it at all. Even if we promote it, we can't let them intuitively feel it. So we should develop a visible air cushion to let people feel it."
It is clear at a glance, and we can also cooperate with some "mysterious" departments to develop it. For example, if the air cushion originated from the Apollo project, then we will go to NASA and jointly develop a visible air cushion with them, and then use this gimmick to promote it."
"Well, well, that's a good idea!"
Knight and others' eyes lit up. This is definitely a very good marketing plan. As for the technical aspects, it may need to be improved, but the problem is not too big.
"I think the new generation of air cushions can be called nike air zoom. By the way, I came up with a design. Can you guys see if it works?"
Liu Lang took a pen and started drawing on a piece of paper.
It only took a few strokes to outline a pair of basketball shoes, and then Liu Lang painted the sole of the foot in separate parts, starting from the lowest wear-resistant layer, and then to the 180-degree circular visible air cushion on the entire sole of the foot. This is not just an appearance drawing.
, it also involves the internal structure, such as adding air column support, etc. The structure is completely in line with human body mechanics.
Knight and others gathered around and watched carefully without saying a word. In their eyes, Liu Lang was "going crazy" again.
The design plan for this pair of shoes was found by Liu Lang from the depths of his memory. Normally, it should appear five years later. It was Nike's first full-foot visible air-cushion shoe. This pair of shoes set many records that year.
It has become a classic sneaker in the history of Nike.
Liu Lang majored in engineering machinery and knew a lot about materials. He felt that the company already had the conditions in terms of technology, so it would be better to launch it directly now.
It only took Liu Lang more than ten minutes to draw this unique-looking shoe. At a glance, you can see the 180-degree circular visible air cushion on the entire foot, which is really shocking.
But what shocked Knight and the others even more was that Liu Lang also drew the internal design of this shoe, and the layout was completely in line with human body mechanics. What does this mean? It means that he has mastered the internal structure of a sports shoe, and can