Despite all sorts of news about the decline in basketball shoe sales (mainly Nike), in just two months, in addition to the shocking LeBron James transfer to the Lakers,cheap air max brand, many non-traditional basketball shoe companies suddenly revealed this Market interest.
The latest news is that Puma announced on July 27 that it has reached an agreement with the WNBA (American Women’s Professional Basketball League) to become the official footwear sponsor of the league. This is the first transaction between Puma and the professional sports league since the high-profile return to basketball in June. .
As an official sponsor, Puma will be able to use the Alliance’s trademarks and the image of WNBA players. This is basically consistent with Puma’s positioning in the female market in the past few years.
Since the official announcement in June, Puma has signed four NBA rookies Deandre Ayton, Marvin Bagley III, Zhaire Smith and Terry Rozier, with Ayton taking the lead. In addition, the brand also found NBA legendary “Grand Theft Auto” Walt “Frazier” Clydes signed a lifetime endorsement contract, and announced that hip hop singer Jay-Z will be a creative consultant for Puma’s new basketball business.
More than 90% of the basketball market is held in Nike’s hands. Most players – from superstars like James to newcomers you might not care about, sign with Nike, leaving the remaining market for Adidas and Curry. Under Armour for Endorsement. The 2017 data is that sales of US basketball shoes have fallen 13% from their peak in 2015. In the next upcoming season, there are still not many free players to sign up on the court.
Nike’s basketball shoe business (excluding the Jordan brand) has been declining in the past few quarters, basically equivalent to the overall stagnation of the basketball market. But in this environment, some weird characters began to appear, including the Big Baller Brand, which was dubbed in the game last summer and was dubbed the big ball, and the Los Angeles Lakers guard Lonzo Ball’s own shoe brand was sold very expensive. ($495) and the sheer volume of fans on social networks has sparked industry attention.
At the same time, Adidas is still trying to connect basketball with street trends. Following the offensive of the Rapper on the East and West Coast of the NBA All-Star Weekend this spring, the brand launched Crazy BYW, a casual shoe inspired by basketball shoes.
Another clue related to basketball is a Twitter: On July 28th, Kanye West released a hand-drawn draft with a new series of Yeezy 2019 sketches with the addition of basketball.
What kind of market changes this Twitter will eventually lead to is not known, but from past experience, Kanye’s notice is often the will of Adidas. To some extent, heavy basketball shoes and old hot shoes have similarities in appearance, but the Sneaker collection market represented by Jordan has nothing to do with the sports shoes launched by luxury brands. Yeezy may think about the next season. To break this limit.
As for Under Armour, although the fifth generation of signature shoes from Curry was released as scheduled, the brand was exceptionally quiet this summer and did not sign any important prospective players.