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The last 1970s and 1980s, the United States established a tremendously popular sneaker giant Converse (Converse) is probably not think that one day he would become Nike (Nike) sub-brand. Wound Converse hold the hands of Magic Johnson and Larry Bird NBA signs two star as a spokesperson, their feet sneakers Converse Weapon rage, while All Star canvas shoes are also long-lasting, became a symbol of classic American culture . However, the sporting goods market is constantly changing, technology and philosophy behind the times already Converse decline has been difficult to restore, after all, can not protect themselves. Nike, Converse is the price a mere $ 305 million acquisition in 2003, the century-old brand had to depend on others. But also a long history of more than Converse Reebok (Reebok) be able to escape the fate of the annexation,nike huaraches all black womens uk, except that Reebok was not yet hit bottom. In 2005, Nike (Nike) spent $ 3.8 billion was still available only in high-priced second-largest sporting goods company Reebok, the price is ten times more than Converse. Three decades east west three years, Converse and Reebok two “century-old” How to arm status Nike and Nike’s old enemy?
Converse: gradually get rid of the professional sports business, leisure fashion transformation after 2003, Nike acquired Converse had said it would not interfere in its operations, Converse will maintain its independent brand position, and is headquartered at the site, the company’s management structure and personnel It will remain unchanged. It was acquired in the year, with annual sales of only $ 205 million Converse.
After that, Nike acquired Converse accumulated over the years players and channel resources. Converse Nike basketball product initially as the layout at the low end of the market exists. Meanwhile, Converse has signed some young players as a spokesperson, and when it matured to become a star on Nike’s delivery, the year Dwyane Wade and Chris Bosh are true. After being “castrated” to decline significantly this basketball business, Converse in a very long period of time, Nike seems to have been marginalized, can not find their own direction of development. But the thin dead camel than a horse, with the rise of retro, with Converse All Star and Jack Purcell and other classic retro shoes will focus on the casual fashion market. On the one hand, Converse will own centuries-old accumulation of cultural heritage to play the most; on the other hand, gave up basketball and other sports properties Converse also avoid their technological content and lack of professional disadvantage. Nike use a strong marketing team and a worldwide sales network, Converse gradually ushered in the recovery. Converse changed the center of gravity of a good momentum in recent years. According to Nike’s quarterly earnings, Converse income over the past five fiscal years, respectively, reached 1.324 billion, 1.449 billion, 1.684 billion, 2 billion and $ 1.955 billion. $ 205 million in revenue than had just been acquired when Nike turned nearly ten times as much. Reebok: Lost heavy sponsorship contracts, cut fitness Nike acquisition of Reebok in 2005 took a fancy to its position in the US market, especially in the resource Reebok basketball and football fields. In addition to its time as Reebok Allen Iverson, Baron Davis and endorser Yao Ming, the NBA and the NFL holds two more North American sports league shirt sponsorship contract, which means great exposure and jersey sales. But after taking over Reebok and Nike in 2006. Instead, the NBA signed a 11-year contract New Jersey. “Shun” go its important resource Nike Reebok move quite “Banded” is suspect. In 2010, Reebok again lost the American Football League NFL shirt sponsorship contract. Gradually lost the characteristics of Reebok, Nike sports series, Originals, Neo and Y3 and other branch of the cracks difficult to survive, performance worse. Not a shirt sponsorship contract, and gradually give up the performance of Reebok basketball-related businesses still have not seen improvement. Starting in 2014, will sell about Nike Reebok rumors will be rampant. In 2014, Nike, Reebok will almost sold by the Hong Kong and Abu Dhabi both investors formed a consortium, followed by Reebok’s performance in 2015 to pick up so that Nike gave up the idea to sell. Reebok reproducing light from its strategic focus back into the fitness field once upon which fortune. Beginning in 2010, Reebok and CrossFit was not known how (hybrid Fit System) signed a 10-year sponsorship contract for the production of tailor-made products CrossFit. CrossFit was founded in 2000 by the American fitness coach Greg Glassman, now it has more than 13,000 joined the gym in the world, Forbes in 2015, its valuation of $ 4 billion. In addition to the field of fitness, Reebok also launched the trend of sports shoes and nineties classic engraved products, compete for casual fashion market. So far, it has been away from the field of professional sports Reebok transition fairly smoothly, in the last five fiscal years of revenue respectively 1.94 billion, 1.667 billion, 1.599 billion, 1.578 billion and 1.751 billion euros in revenue.