King of the Bay Area

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Running shoes, comprehensive training shoes, football shoes.

This basically covers all parts of Lu Ke's daily life, it is a comprehensive gift package! It is worth mentioning that running shoes and comprehensive training shoes are still different. The more professional athletes, the more attention needs to be paid to details. Running is running, training is training, and venue training is another matter. Too.

Originally, Lu Ke thought that An Dema designed a series of shoes for him, just football shoes, but now it seems that the plan is far beyond imagination.

Lu Ke looked at Lech, and then noticed that Lech raised his eyebrows gently, obviously also slightly surprised by this situation.

In the past few years, Andema has been on a continuous upward trend, but their main market is still limited to clothing, especially professional sweat-absorbent sportswear. Now it has successfully broken out of the sky, Nike and Adidas have begun Imitate, but in terms of technology and professional image, Under Armour is still in a leading position, and continues to expand its leading edge.

But Anderma also clearly realized that the market leader still grabs sneakers. If you want to compete with Nike and Adidas, then sneakers are the threshold you must face. Now basketball shoes have become a fashionable part of the street. , Gradually detached from the original meaning of sneakers, with the elements of fashion trend, the importance of the market becomes more and more prominent.

After signing Stephen Curry and Lu Ke successively, Anderma had already determined their ambitions to open up the sneaker market early, and began to layout step by step from two years ago, but they are always waiting for the opportunity, a best time to start a new era .

until now.

This season, Curry, who has returned from the injury, has gradually become the core player of the Golden State Warriors. The average score of the season has reached 22.2 points. In addition, there are 8.1 assists and 2.14 steals. All statistics have entered the league. At the forefront; two months ago, on November 1st, the Golden State Warriors officially announced that they had reached an agreement with Curry on the renewal of the contract. The new contract was $ 44 million for four years.

Similarly, Lu Ke's 49ers in San Francisco also created their own glory, and truly became the top player for the entire league! It can even be said without exaggeration that the rate of rise is so rapid that it has caused a lot of exclamation. It is generally not expected that the second grade has become a full-out season for Lu Ke. ……unexpected surprise?

Underar realized that the time was right, and it started.

Maybe it's still a little aggressive now, but Nike, Adidas and Puma are all eyeing Lu Ke's sponsorship contract. It can be said that they are surrounded by wolves. Andema also realized that if they continue to hesitate, they may miss the best. The timing, so the plan was executed immediately-

Even if it is an adventure, it is an adventure worth trying.

In the details, it can be seen that the market planning of Anderma is sufficient.

Regarding the friendship between Curry and Lu Ke, there was no hype but no deliberate concealment. Curry went to the candlestick stadium to watch the game many times, and Lu Ke also appeared in the VIP seats of Oracle Stadium many times. Related news reports can be seen on all major news media.

In addition to this, last year's offseason, Curry and Lu Ke trained together at the University of California, Los Angeles. There are not many people in the industry who know this matter, and Anderma is just one of them. It is at a trough because of injuries. Curry lived in Lu Ke's apartment during that time, and it was with Lu Ke's company and help that Curry stepped back to the track step by step.

To make friends, be authenticated.

Lu Ke's emphasis on family and friendship, Nike can keenly smell the clues, and Anderma can do the same, and compared to Nike, Andermar also has a leading advantage-Curry was originally their signing player, This also means that they can make a fuss from it, and things become much simpler.

Today, Curry not only appeared, but also customized shoes, Anderma did not hide his intentions.

Of course, An Dema customized the shoes for Curry, which is the glory that Curry won by virtue of his performance, and it has nothing to do with Lu Ke; but Anda will discuss the arrangement of the meeting, but it did not create a family atmosphere or a friend party. In the fierce competition of brand endorsement, they are also trying more means and methods.

From Shawn just now to Curry now, Lu Ke is feeling the invisible smoke smell bit by bit. Even if competitors such as Nike and Adidas are not present at all, the spark of competition is still everywhere. .

"Of course, we will keep the same design style of different sports shoes, to ensure that every fan who buys Lu Ke's generation can be satisfied! By the way, we are now discussing the name of the shoe, whether to choose Lu Ke's generation, or spot Compared to the first generation, or the Lu generation? Or the Skywalker generation? But it is estimated that it needs to buy copyright like "Star Wars", ha. "

"You know, Lu Ke and Luke are homophonic. Generally speaking, when we name the sneaker series, we mainly finish with the last name. Because the names are easy to overlap, Luke is more of a first name than a last name. "

Although Chris did not mention it in detail, Lu Ke knew it.

There are many differences between Eastern culture and Western culture, and the content of surname and first name is also one of them.

For Western culture, the first name is a salutation, and the surname is a family heritage. The more honorable the family is, the more it is. From the earliest, most of the names are derived from professional names or Bible content, and the reuse rate is very high Therefore, suffixes such as II and III often appear; the surname is the core that is really used to distinguish class, status, and power. Some well-established surnames even exist uniquely. Only by reporting the surname, the distinction can be completed. Repeat rate Relatively low.

In the Eastern culture, it is reversed. The surnames are derived from the hundred family names. Occasionally remote surnames also exist. However, the repetition rate of surnames such as Zhao Qiansun, Li and others is still very frequent; the name is used to distinguish The key symbol is that for those scholarly families or wealthy families, there are words, which are further used to define the identity and status, education and connotation of each person. Many words are almost unique.

Someone once discussed why in the Western world, the Rockefeller family, Murdoch family, Kennedy family, etc., these families all named their companies or enterprises by their surnames; in the eastern world, they rarely see What are the names of the Lee Group and the Zhang Group?

This is the reason.

The same applies to the naming of sneakers, "Luke Generation", which sounds too hazy and vague, it is difficult to effectively complete the market positioning.

Lu Ke shrugged, "You can choose to use Chinese characters," Lu Ke generation "; or" Bambi generation "or" Lu generation ", which seems to be a good choice. I personally have no opinion."

Chris thought about it carefully, "Yes. Yes! Chinese characters, this is a special attempt. Alexander, when Yao just entered the league before, if I remember correctly, Nike made exclusive shoes for Yao, then What is the code? "YAO11"? Or is there a Chinese character series? "

Yao / Ming?

Lu Ke thought of this senior who took the lead in the four major sports leagues in North America at this time. Without him to open up a world in his own NBA field, I am afraid that Lu Ke's situation in the NFL will be more difficult. All the benefits and relaxation he now enjoys are taken out step by step by Yao / Ming.

Compared to Lu Ke, that is the true pioneer!

However, Lu Ke couldn't remember it, did Nike and Yao / Ming cooperate? Why is the impression in his mind all Reebok? The memory seems somewhat inaccurate.

The point is, these words, Chris did not face Lu Ke said, but turned around and began to discuss with the designers.

Lu Ke and Curry suddenly became idle-but finally it was clean, "Come here, I'm just looking at the design, you are here now, and refer to the reference together!" Curry enthusiastically hooked / landed His shoulders, toward the other side of the meeting room, walked over and said in a whisper, "Some designs are really weird, but I want to say something strange, I can't say it."

Underar's strength lies in technology and materials, but in terms of design, they really don't have many advantages.

"So far, the record and condition are good. How about, are you confident of entering the playoffs this year?" Lu Ke didn't rush through the design drawings, but chatted with Curry.

This season, the Golden State Warriors finally started to pick up. The current record is 21 wins and 10 losses. The performance has improved significantly compared to the past two seasons. This is positive news. In particular, Curry experienced a long and difficult trough in the past offseason, and now it has finally risen again, it is really not easy.

"Our season is so long, it's only just one-third of it, and like you, there are only sixteen games in a season." Curry grumbled at the expression of the pupils in his face, "but ... we are now Walking on the right path, I said to you, watching the video of the game now is really different. The whole feeling is different. However, we have too many video of the game, I really ca n’t finish it, I ’m thinking now, Would you like to find you to train in the offseason? "

Talking, Curry hit Lu Ke with his shoulders, with a sloppy smile, "How is it, winning the season, does it feel special? That day, I yelled at home, Ayesha was scolded badly, haha! "

"Honestly, just at the moment when the game ended, it felt particularly complicated, but after that, there was no sense of reality, and I always felt like a dream, and then I had to prepare for the playoffs. I ca n’t do it now. Accurately describe, but ... I finally did it, haha! "Lu Ke also had a rare eyebrow dance and excitedly shared his mood.