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美国货?还是德国货?这是个问题。不要以为我们在说汽车,在体育用品领域,美国人和德国人也在以两种截然不同的风格演绎着身上脚下的传奇——前者个性飞扬,后者严谨务实;前者是个人英雄主义的梦想天堂,后者却始终倡导我为人人团队至上。20世纪90年代的体育用品市场和赞助分配还是一片诸侯纷争的场景:恩宝(UMBRO)、彪马(PUMA)、锐步(REEBOK)、“背靠背”(Kappa)、乐途(lotto)、迪亚多纳(DIADORA)都曾经或多或少的出现在豪门球衣的右胸口,并先后在球员个人赞助领域领一时之先,但是现在放眼望去,除去罗马(DIADORA)和英格兰国家队(UMBRO)这样热衷本国品牌的死硬派,最值得赞助的俱乐部和国家队的球衣上标识的不是耐克(NIKE)的“对号”就是阿迪达斯(Adidas)的“三叶草”。当世界足坛最优质的竞技资源完全集中到014的手中时,周边足球产品的垄断也成为了 NIKE 和 Adidas 的专利。两大巨头的产品已经不是简单的衣服、鞋子、帽子,连香水、沐浴露、烟盒、太阳镜等等休闲产品也成为了双方争夺的焦点,NIKE 提出2006年在足球用品市场上全面超越 Adidas,印将开打的欧洲杯已经成为了双方刀兵相见的“星球大战前传”。
American or German? This is a problem. Do not think that we are talking about cars. In the field of sports goods, Americans and Germans are also interpreting the legend at the foot of two distinct styles - the former is flying with personality and the latter is serious and pragmatic. The former is a personal heroism dream Heaven, the latter has always advocated for everyone first team. The sporting goods market and sponsorship distribution of the 1990s was still a vassal scene: UMBRO, PUMA, REEBOK, Kappa, lotto, DIADORA has appeared more or less on the right chest of giants’ jerseys and has led the way in individual player sponsorship but now looks away from DIADORA and the England national team UMBRO) It’s not Adidas’s “Clover”, which marks the death of Hardcore, the most deserving club of national brands, and the jersey of the most sponsored club and national team. When the world’s best competitive football resources completely concentrated in the hands of 014, the monopoly of peripheral football products have also become the NIKE and Adidas patents. The two giants of the product is not simple clothes, shoes, hats, with perfume, shower gel, cigarette case, sunglasses, etc. Leisure products has become the focus of competition for both parties, NIKE made in 2006 in the soccer market to fully exceed Adidas, India will open the European Cup has become the two sides meet the knife and the “Star Wars prequel.”