Rio Olympic Sports Brand War, Nike Seems To Be A Little Bit Behind.

Judging from the publicity effect, it seems that there is no more suitable platform for promoting sports brand or launching new products than the summer Olympic Games.

Every four years in the Olympic Games, sports brands want to enhance their brand awareness through the exposure rate in the competition. Nike seems to have been an expert in this field.

However, there seems to be some change in the sports brand war of Rio Olympic Games.

According to the report released by Forbes,

Since the beginning of the competition, Nike's stock value has increased by only 1%, while Andrea has increased by 2.3%, and Adidas has taken the lead by an increase of 5.9%.

In addition, the sales report in the previous quarter showed that Adidas's sales in North America increased by 26%.

In contrast, Nike's stock price has fallen more than 10% this year. It was named the worst performance of the Dow Jones index in 2016 by Wall Street Goldman Sachs Group.

Paul Hicky, co-founder of Beth Polk investment group, said: "sports brand competition is becoming more and more intense now.

Because of the existence of Andrea, a listed company, Nike wants to get it now.

The cost of rights is higher and higher.

In addition, according to Beth Polk investment group, the value of Nike's stock has increased by 4%-19% since the 6 Summer Olympic Games from 1984 to 2004.

But after the last two Olympic Games, Nike's stock value declined.

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Apart from 361 degrees, the domestic sports brands that appeared in Rio Olympic opening ceremony are PEAK, Hongxing Erke and so on. Among them, PEAK is sponsoring 12 Olympic delegations.

After winning the gold medal, Chinese athletes' sponsorship is sponsored by the current Chinese sports brand "one brother" Anta.

Ma Gang, an expert in sporting goods industry, believes that the Chinese sports brand's appearance in the Olympic Games, especially the 361 degree sponsorship of the Olympic Organizing Committee and PEAK's sponsorship of overseas delegations, has a positive significance in enhancing brand awareness, accelerating overseas layout and market increments, and upgrading international and diversified products can enhance competitiveness in China.

Data show that the 361 degree expansion of overseas expansion speed, as of the end of the first quarter of 2016, it has 151 sales outlets in the United States, there are 839 in Brazil (compared with the end of 2015 growth 100%) sales outlets, Europe has 34 sales outlets.

Liu Xiang, director of PEAK brand, told reporters that during the Olympic Games, PEAK not only sponsored 12 Olympic delegations, but also sponsored 5 professional sports teams and 3 star athletes.

"The 12 Olympic delegations sponsored by PEAK are distributed in Europe, Oceania, Asia and Africa, which is of positive significance for PEAK to lay an overseas market and enhance its brand influence overseas."

Liu Xiang said.

At the Rio Olympic Games, the Chinese sports brand looks a lot, but the crisis behind the scenery is also invisible.

Zhang Qing told reporters that China sports brands have only one volume of tens of billions of brands, while the international first-line brands, ADI and Nike, are in the scale of 100 billion, and the growth rate is improving.

"Therefore, the difference between China's sports brand and the international first-line brand is constantly increasing both in terms of volume and growth rate."