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中国品牌的NBA代言人

发布日期:2018-03-20 浏览数:486 次

Dwyane Wade

德维恩·韦德
In 2012, the former Finals MVP and Chicago native was fresh off of his second NBA championship, but he was leaving the familiarity of Jordan Brand for a company nearly 8,000 miles away from Miami.
2012年,前总决赛MVP、芝加哥土著德维恩·韦德拿下了生涯第二座总冠军;但同年,他离开了合作多年的耐克乔丹球鞋品牌,远渡重洋,加入了一家离迈阿密万里之遥的陌生公司。
NBA stars such as Shaquille O'Neal and Kevin Garnett had signed on with Chinese brands in years prior, but toward the end of their careers and as big men, a group that has long struggled to captivate the American sneaker-buying market.
韦德之前,也有NBA球星与中国球鞋品牌签约,比如沙奎尔·奥尼尔和凯文·加内特,但二人都是职业生涯行将结束的内线,这种球员长久以来都挤不进美国球鞋市场的主流。
Never before had a superstar guard who still had a robust domestic sneaker market available to him made the move to a Chinese shoe at the height of his career.
韦德当时依然是超级巨星后卫,又在美国国内球鞋市场相当有卖点,之前从未有过此级别的球员在巅峰之时加入中国品牌。
It's a move that has made waves through the signature-sneaker industry in the years since, drawing the attention of young NBA players who are navigating their own endorsement deals and branding opportunities.
这一笔签约,在之后几年的鞋市上掀起了不小波浪,尤其吸引了年轻NBA球员的注意,他们都想着推出自己的签名鞋,打开自己的品牌。

Rajon Rondo

拉简·隆多
A year after Wade signed, Rajon Rondo agreed to a six-year deal with Anta, following in the footsteps of teammate Kevin Garnett, who landed with the company in 2010 after his Adidas deal was up.
韦德签约一年后,拉简·隆多与安踏达成一份6年合同,他的老队友凯文·加内特2010年与阿迪达斯合同结束后就加盟了安踏,所以隆多也算是跟随了老友的脚步。

CJ McCollum

CJ·麦科勒姆
CJ McCollum's rapid rise to stardom earned him a $106 million contract extension with the Portland Trail Blazers. The fifth-year guard also suddenly found himself among the most sought-after players by footwear brands this past summer, as his initial four-year sneaker deal with Nike was set to expire.
CJ·麦科勒姆的迅速成长,为他打下了明星的声望,也帮他拿到了开拓者1.06亿的续约。五年级的麦科勒姆突然发觉,随着耐克的四年合同到期,自己已经是球鞋品牌眼里的香饽饽。
As McCollum was sorting through brand presentations and offers, he also did a healthy amount of his own research. He phoned up the former Miami Heat star and Finals MVP often over the summer, picking the brain of the 12-time All-Star about his experience with the brand, the performance of the sneakers and nuances about touring in China.
麦科勒姆看着各种品牌的介绍与合同,眼花缭乱之际,他也没忘自己做做市场调查。他给前迈阿密球星、总决赛MVP韦德打去电话,希望借用这位12届全明星的智慧与经验,听听他签约李宁后的体验、球鞋质量以及中国行的种种趣味小事。
Throughout their conversations, Wade wooed McCollum with his confidence in the product, along with anecdotes about the level of service and attention he receives, and how that compares to his experiences with Jordan Brand.
二人谈话中,韦德向麦科勒姆大力推荐李宁,展现着自己对东家的满满自信;同时还讲了不少故事,比如李宁高水准的服务和旗下球星得到的市场关注,以及这些特点与耐克乔丹品牌的比较。
"I was just getting an understanding of his overall experience with it," McCollum said. "He left at 29 when he went to Li-Ning. With me as a 26-year-old, our mindset and our approach to the situation is very similar."
“我想大致了解他的整体体验,”麦科勒姆说。“他是29岁加盟的李宁,而我也26了,我们的心态、境遇与目标都非常相似。”
McCollum also got advice from Blazers teammate Evan Turner, who has a long-term deal with Li-Ning and happens to sit directly next to McCollum in the Blazers' locker room.
麦科勒姆还从开拓者队友埃文·特纳那里得到了不少建议,特纳也与李宁有长年合同,而且在波特兰更衣室里,二人的柜子还是挨着的。
李宁

Evan Turner

伊凡·特纳
"I just kept it real with him, what I liked about the brand and how I thought we could get better," Turner said. "As his star was rising, I told him I thought it'd be advantageous for him to partner with an up-and-coming brand."
“我只是跟他说些事实,我喜欢李宁的地方、我觉得大家可以一起努力提高的方面,”特纳说。“我跟他说,作为一个逐渐崭露头角的新星,与这样一家同样在崛起中的品牌合作非常有优势。”

Klay Thompson

克莱·汤普森
When Golden State Warriors sharpshooter Klay Thompson received an offer from Anta the following summer, his agent at the time suggested he reach out to Rondo for feedback.
隆多签约安踏后一年,金州勇士神射手克莱·汤普森也接到了安踏的合约,汤普森的经纪人当时建议他联系隆多,听取些经验、反馈。
"Wait till you go out there," Rondo told Thompson. "They'll show you so much love."
“等你真正去了就知道了,”隆多说。“他们(中方)会给你展示出巨大的爱意与善意。”
"At first, you know, you're skeptical," Thompson said. "Then, you come over to China and you see it firsthand, how much these people love hoops."
“一开始,你懂得,还是会有犹豫、迟疑,”汤普森说。“等到了中国之后,你要是能亲眼见到,才能体会那里的人有多么热爱篮球。”
"I knew with the other brands in the States, whether it was Nike or Adidas, it was going to be tough for me to get a signature shoe," Thompson said. "I knew with Anta, I would have so much input creatively. I was going to hopefully be the Michael Jordan one day of Anta."
“在美国品牌比如耐克、阿迪达斯这些的话,我知道我很难推出自己的签名鞋,”汤普森表示。“而在安踏,我可以得到巨量的创意资源,希望有天我可以成为安踏的迈克尔·乔丹。”
Thompson saw that last summer as he celebrated his new extension with Anta with a five-city, seven-day tour of China."I can do a USA tour, whether it's Portland, Chicago or wherever, and I'm not getting these crowds,"
去年夏天,为庆祝与安踏成功续约,汤普森开展了一次七天五城中国行。“我当然可以办次美国行,波特兰也好,芝加哥也罢,但我绝对不会得到这样的欢迎人群。”
Thompson said. "But I'm taking a five-city tour in China and there's thousands of people waiting to see me, and I can't believe it. The hunger from these people just to see one of their favorite basketball players is so cool.
汤普森说:“在我游历五个城市的中国行期间,这里千千万万的人希望见到我,简直难以置信。这些球迷们极其渴望见到心爱的球星,真的很酷。”