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& nbsp; & nbsp; & nbsp; [Chinese shoes Network - brand observation] in the running on tasted the sweetness of Nike, through an imperfect World Cup, concentrated all resources on the basketball issue, and we hope the same with jogging, Basketball may be more popular in China. 27 wins and 55 losses, this is the NBA last season, the Lakers score. To see that this is a bad season. 32.9% winning percentage is the second lowest in franchise history the Lakers, but also the worst record since their move to Los Angeles. Obviously, all the fans are looking forward to the injured star Kobe Bryant back. "Kobe ...... Bryant ......" 31 the evening of July, in the host Chen states and Alex dragged on long tones, Bryant trotted toward the center of Shanghai Jiangwan Stadium Course, behind him was " The source asked not to play basketball tricks "slogan. This is Bryant injured since last December, the first "comeback" back on the court, accepting the cheers of the fans. Prior to this, 30 small players have full debut, but his last appearance instantly captured the hearts of the fans. "Bryant to go, where is his home." Media gallery, most reporters have stood up, a sports reporter told the "Financial World" magazine, which is the 9th Bryant to China, he participated most of the activities. Indeed. There are 2,800 seats in Jiangwan Stadium, even many aisles are packed with people. Some failed to enter the stadium of fans shouting out the name of Kobe Bryant, another way to cheer for him. Within this half hour before the tickets are ticket brokers Scoop 500 yuan a piece, and even asking price to 1,000 yuan. The name "play tricks" campaign is to build brands Nike basketball a network reality show. Nike want to activate more and more young people like and participate in basketball, just as running, basketball can become a fashion, and even cultural, increasingly popular. Over the past few years, Nike Running hard to promote detonated finally ignite and become accepted by many Chinese people's fashion movement. Nike also enjoy the popular running the dividends: In recent years, sales of Nike running shoes series have reached double-digit growth. "how to make movement has become a mainstream values? Nike has been thinking about a variety of different ways (to achieve). "senior communications director, said HuangXiangYan Nike Greater China, Nike running promotion found when doing so more and more people to participate and have a good experience is essential. In order to attract more people to participate in "play tricks", Nike spent most important resource. For example, NBA star Kobe Bryant, LeBron James, Carey? Irving, Anthony? Davis, China coach Wang Fei, star Yi Jianlian and Taiwan television actor Zhang Jun Ning. In order to increase the spread of Nike requires all applicants to the players 30 seconds to upload a video to show their skills and stories. These videos are uploaded to the official Nike micro-channel and microbloggi foamposites for cheap ng and other new media. "from the best athletes until the roots are interested, this movement will take root," and Yuron White, vice president of basketball operations and general manager of Greater China, Nike says, "My goal is to allow more players come Here, put it into NCAA or NBA, this is our policy. " Every player has a story In fact, NBA star Chinese Bank held every summer. The study by Nike, Adidas-driven activities for nearly 10 years. In the beginning, every one of these players will be attracted fans mad pursuit, naturally, brought sales growth. Chinese brand Peak will be more "NBA players in China" do the extreme, there is a period of time, three or four players signed Olympic shuttle in major cities in China. But in recent years, this activity has come to a bottleneck period. And, this summer more different. Since the World Cup held in Brazil, all the attention has been attracted in the past football. Brands have to come up with a different play, in order to attract more and more critical of the young audience. "in the center of the stage in the past, the star is the only star, but now these roots Like star athletes (can) become a star." HuangXiangYan said, basketball is basketball network reality show version of the "China good voice", so that more like basketball players have a grass-roots show their stage. In order to "play tricks" campaign to get the deeper meaning and value of communication, proficient marketing Nike will start date set at June 27. This is the NBA draft day, every year more than 60 couples were selected to enter the NBA, to open their dream trip. Nike choose to start the day "play tricks", apparently also hope to pick more together. The activities include sea election, promotion, and other aspects of the battle. Battle on August 16, held in Beijing Wukesong, three young players come to the fore to Spain - they are also considered "champion." In addition, in order to make this event more interesting, in the United States released Durant 7 generations boots, Nike invited a number of domestic media access to tracking reports. Since then the media wrote: "In order to help young people enhance their athletic performance, this summer, Nike basketball also introduced two high performance basketball shoe --KD7 and Nike Hyperdunk 2014." However, although Nike made careful preparations, but in the World Cup sweep everything under strong attraction, or encountered many challenges. You know, from the registration date June 27 to July 25, most people's attention on the World Cup. So, Nike launched a grass-roots coaches, let them go around encouraging young players entered the competition. "The first half we did a little bit hard, because the World Cup claimed too much attention, July 25 and there are a lot of people submit an application, but we too late." HuangXiangYan said the contest finally been collected 3700 Application, "and some are sent over the follow-up, but no way." These p cheap foamposites layers biggest feature is that in addition to superior skills, they all have a story about basketball. For example, 33-year-old players from Hong Kong, left Bo Hao, 26-year-old diagnosed with gigantism, he left the track and field team in Hong Kong. He did not complete the surgery, and then has to take medicine. This situation until he found a better job was changed. In February this year he has to do the surgery, the effect is going to in September to know. "Let her know how strong her father." 7-month-old daughter has left Bo Hao said he was through basketball understand the deeper meaning of life. Similar stories abound. These stories spread through new media, but also brings high click-through rate. For example, Nike's first episode, "recruitment" video, there are nearly 5.7 million hits in only Tencent video. "If you just looking for a story to seize the eye, I think Nike less inclined that way. Because in the end he has to play, he still keep the children play, he has to show his desire to lead the performance of his team. So to be honest, he was singing a program to be more real than that. "HuangXiangYan point to understand the" play tricks "with different TV shows at the other. In fact started the day on the Nike official microblogging micro letter and, at the same time on the line a few basketball skills training, for example, two-one, shooting drills, dribbling skills training, change of direction and crossovers and behind and He turned to dribble. The training content is the former Chinese men's basketball coach Wang Fei customizable, Nike hopes more young people like basketball basketball strengthen basic skills. In the end, players experience the sea 3700 election, promotion, etc., in the Wang Fei, Yi Jianlian, James et al selection, there are 30 players get the opportunity to train with Kobe Bryant. "I have been looking for a combination of basketball and entertainment talent show, so that more people like the sport of basketball." Blackie said. He was a basketball player, after engaging presided work. accepted Bryant's training within Jiangwan Stadium, the 30 players of the pictures hanging in the top of the stadium side of the photo below was written the words: "Basketball does not ask the source to play tricks." Light against the background, as well as changing patterns scene LED stadium, so here it looks more like a live concert, 30 lucky players have the opportunity to become the protagonist. Bryant to stand out in these 30 participants conducted a special training, and they were then five-on-five scrimmages. He was sweating profusely ran in two halves, and ultimately selected three outstanding players 1-on-1 challenge. In the challenge, from Xi'an Technological University of the 10th Li Guan Yang lost, to accept the bottom line in one minute laterally and from 17 internal punishment. experienced many great scenes of Kobe but then the story was another round of interpretation: If you have pl air jordan 11 space jam for sale ayers willing to challenge the shot and thrown, you can avoid penalties Ocean View Lee. 23 ?????? final ball dropped into. And Kobe Bryant shoes off feet, after signature concept gave Li Yang, and repeatedly reminded him:. "More thought you left" "China, few people get his advice, this is my small to large training largest encouraged." Obtain signature shoe concept of Li Yang said, when Bryant took off his shoes when he most wanted to take it to see his parents. he was feeling a bit, said:. "Wow, really" ". From small to large parents valued all grades, I really was obsessed with basketball in particular, will affect learning, my parents wanted me to find a stable job in particular," he choked: "All my pay all worth it. " "This is to encourage these young kids for a lifetime." HuangXiangYan been standing all night, has been working for 14 years at Nike, she said:. "No one would think this event is not successful" scene of the most eye-catching is the LED laying stadium, which is named "Black Mamba court." This is the world's first electronic screen basketball court. About two years ago, Germany has a similar LED basketball court, but simply the circle and line projection out in the field, and this is all the training time and the routes are implants which can help players perform better Training (quantifiable). "We wanted to try a new stadium next year, but worry that consumers will fall behind." Yuron White says the Nike through innovation to interpret what is "popular." One example is the 2012 London Olympics athletes Nike designed Flyknit running shoes, but then in some fashion week, a lot of people wear this shoe appears. For this reason, in the selection of the United States, "Fast Company" magazine, the Nike shoe because the new technology of digital products Flyknit and sports Nike + Fuelband wristband, becoming the most innovative company. "Nike always function in front, after a fashion." HuangXiangYan said, innovation and fashion shop are complementary to each other with respect. In her view, it will lead to innovative natural part of fashion, and consumers are very appreciate innovation. So Nike is not designed for popular popular. "For our part, are functional walking in front, ahead of innovation, it will naturally create that popular. This is a very interesting thing." HuangXiangYan said. Of course, innovation is now more and more difficult, because young people are mobile Internet generation, they are aesthetic perspective and globalization. HuangXiangYan Fortunately, Nike is an international company, can learn from the UK, US and other foreign companies. "no matter how innovative an idea, Nike always first try, it is necessary to guide the industry to guide the development of the sports industry. "HuangXiangYan that enable this LED stadium they have been hesitant," Finally, we have done everything, this must be a new attempt. " Fortunately, the next morning, "Financial World" magazine repo jordan shoes online sale rter and nearly 20 media people to experience a piece LED basketball court together. August 1 morning, reporters were divided into seven groups, each of three pairs (the last set of two). Under the leadership of coach Yao Hung song, reporters were first conducted warm-up training. warm-up end, everyone in the arms put on the sensor, then horizontal, longitudinal, transverse, and training and then returned. This process, the fastest speed is more than nine seconds, the slowest is 13 seconds more. However, at least a quarter of reporters when doing lateral or vertical error occurred - most people just obsessed with speed. "slowly, slowly, and then slowly." In subsequent training, young players Bryant stressed that "more important than the right quickly." On the court, Kobe guide every player, remind the most is to slow down and do for every action, rather than quick sprint - although this stadium will record their speed training. Since then, Bryant led the crowd in his usual exercise, such as sprinting, running back, horizontal sliding, rotary motion, as well as in seven fixed-point shot, and the ball ran to the basket, and then to move to the next hit a point, in the shortest time to complete the training tasks. "defense, defense, defense." Bryant even cried when combat training. so that movement into the mainstream values ??of Bryant can only stay five days in China, 365 days a year to promote Nike's basketball program must find new resources. Selected in the sea, Nike staff asked young Chinese basketball players when culture is what they refer to a person the most is Miss You. The Pekingese 1 meter 74 tall, with "China Alston" in the world, in the eyes of many young people an unusual position. Miss You 21 years to complete the first dunk, 23-year-old founder of the National street ball tournament began. Wu You can now play a game or training with their dreams - compared with players like Kobe Bryant, Wu You is that they can imitate the object. "They think he is no way to become a Yao Ming, Yi Jianlian, another option when. "HuangXiangYan said so in August 16 Beijing finals, Nike arrange these players with Wu You and his street team play a game. In HuangXiangYan opinion, the greatest significance of doing so is to find what belongs to Chinese culture. It belongs to the grass-roots culture, but Chinese basketball culture is very likely that this way. "Kobe may be a good choice, but if there are such figures Miss You on each course, we do not have to wait until this time (only events)." HuangXiangYan said that these "local hero" more conducive to the promotion of basketball culture. In the song Hung Yao internship at Nike, is the basketball coach network reality show. 1 meter 88, she had "American University NCAA Women's Basketball League first person in China," said. The summer of 2007, she entered college west of the Mississippi Louisiana century, after wearing No. 52 jerseys varsity campaign of four sea jordan retro 14 white/fuchsia blast/black sons NCAA women's basketball league. "There are a lot of people knew I was playing the NCAA," Qu Hung Yao said, "Now everyone's understanding of the movement began to change, basketball can really bring a lot of fun." song ????? hope to participate as much as basketball portrait running, you can feel the charm of basketball and it brings unique experience. But HuangXiangYan also mentioned that 2800-seat Jiangwan Stadium is not enough, not to let more people feel the power of basketball. "a little pity. Running with less the same, the number of runners can participate a little bit more, an activity can be five thousand, seven thousand, ten thousand, twenty thousand ...... yesterday (July 31 ) that activities can only choose 30. "HuangXiangYan some regret. But she also stressed that Nike hopes young people in basketball activities. "(We consider) how to spend the greatest effort to change people's perception of motion when movement is popular values ??when children or parents will naturally see it as an important thing." so that movement into a mainstream values ??of this goal is still far away, Nike imperfect result must be psychologically prepared. More than a month ago, at the World Cup, Nike is also harvested imperfect. They all failed to make the finals sponsored team, Brazil is still the semi-final defeat by 1 to 7 in the Adidas-sponsored Germany. After the match, Nike quickly launched a video "Tomorrow, from now on," the frustrated Brazilian fans cheering, but also to their own fuel. In the video, Nike deliberately avoided the sad picture of the Brazilian fans, while turning to the 2016 Olympic Games in Rio de Janeiro. Nike convey a sporting spirit: winning or losing is not the only, even if the failure must continue to move forward. As for Bryant, spend a frustrated season, he was back on the court, ready to play tricks the new season. In the interview, Bryant spoke goal for next season:. "Championship I never thought the minimum target, did not have this option when you look for this goal, every day you have to do is order it.." (Chinese shoes . 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