Text|Tan Liwen.
The annual NBA Christmas War is not only a carnival feast for basketball fans, but also an important battlefield for sports brand marketing.
The launch of the Christmas color sneakers and the appearance of its spokespersons in high-profile games around the world are undoubtedly an important means for major sports brands to attract the attention of fans and consumers.
In the defending champion Denver Nuggets vs. Golden State Warriors, Nuggets star Nikola Jokic continued to play in full play, recording a quasi-triple-double of 26 points, 14 rebounds and 8 assists, including 18 of 18 free throws. In the end, the Serb led the team to a 120-114 victory at home to win this year's Christmas game against the Warriors.
Compared with this wonderful Christmas battle, a blockbuster cooperation has attracted the attention of big sports business - Nikola Jokic wore 361° combat boots and officially became the 361° global brand spokesperson.
Official announcement!Jokic becomes a 361° basketball partner.
This year is undoubtedly a "bumper harvest" year for 361° basketball. In June of this year, Aaron Gordon wore 361° boots-Zen 5 to help the team win the first NBA championship in team history.
At the victory parade, Gordon hung his Champions AG3 Lux champagne sneakers directly on his chest. When Gordon delivered his winning speech, the 361° brand captured the attention of countless fans through the lens of the global live broadcast.
At the end of 2023, Gordon's teammate Jokic has also officially become the 361° global brand ambassador. So far, the defending champion Nuggets' two star players have joined the 361° camp.
In August this year, Sports Big Business said that 361° was one of the biggest winners of sports brands in the first half of 2023. The cooperation with Jokic has become the "finale gift" of the 20th anniversary of the 361° brand. (Further reading: When the 20th anniversary of the brand meets the Hangzhou Asian Games, the growth rate exceeds the expected 361° upward and then set off).
As for the cooperation between 361° and Jokic, from the comments made by online fans, there is no doubt that 361° has successfully won the affirmation of top players, which is also the largest brand signed by a domestic brand so far. In the eyes of big sports business, Jokic's partnership with 361° is the result of a "two-way choice".
For one, in today's NBA league, Jokic is regarded as the first active player by fans and industry experts. 1 championship, 1 FMVP, 2 regular season MVP, 5 All-Star selections, 3 NBA All-Star selections. In terms of athletic performance, Jokic has been absolutely positive.
The second is related to Jokic's personal image. Low-key, humble and family-loving are Jokic's labels, and even after winning an NBA championship and holding a contract with a maximum salary, Jokic is still actively training and has almost zero lace news.
Third, Jokic is a basketball superstar from Serbia who currently plays in the NBA. In other words, the 361° brand can cover the developed European and North American markets through Jokic's personal influence, and achieve a leap in the international influence of the 361° brand.
The recognition of 361° products is believed to be an important reason for Jokic to choose a Chinese brand. At the same time, don't forget that his good brother Gordon is also the brand ambassador of 361°. In the summer after winning the NBA this year, Gordon and Jokic also met together in Serbia for a horse race. This also fully reflects the close private relationship between the two.
No matter from which point of view, for 361° or Chinese sports brands, this signing is a turning point in the reshuffling of the industry. Years ago, many fans could hardly have imagined that the first active member of the NBA would reach a partnership with a Chinese sports brand. Through the unremitting efforts of China's local sports brands represented by 361°, the continuous polishing of products and the continuous pursuit of innovative technology have finally made this imagination a reality.
In recent years, 361°'s continuous polishing and technological investment in basketball shoes have made it the best representative of the industry to stand out. In the case of Jokic's BIG3 Future, for example, the carbon silk woven upper with the Morphit dynamic binding structure enhances the wrapping performance while maintaining lightweight and breathabilitykcqtech、qu!kflame cqt、qu!Soar Syste, composed of KBONE and Soarplate carbon plates, can provide excellent rebound and cushioning performance for actual combat.
From "enrg-x midsole technology", "qu!KFawe Technology", "qu!From "KFLAME Technology" to "CQT Carbon Critical Technology", 361° has always been committed to exploring the boundaries of basketball shoes and technology applications, and using independent innovation technology to help players chase victory in a better state.
Gordon's performance in his signature Ag series is the best reward for 361°'s continued investment in basketball shoes. In the future, 361° will continue to explore the perfect integration of independent innovation technology and basketball shoes with the help of the outstanding performance of Jokic and Gordon's ace combination, so that its basketball shoes products can maintain a leading position in the world's top arenas.
Jokic with Zheng Yexin, general manager of 361° Brand Management Center.
For Chinese sports brands, Jokic's choice to partner with 361° will undoubtedly bring a demonstration and first-mover effect to other superstars. Jokic's "leading by example" has made more NBA superstars understand the strength of Chinese sports brands.
It is foreseeable that with the signing of 361° and Jokic, Chinese sports brands may increase their investment in competition for NBA superstars in the future, and NBA superstars will also engage with Chinese sports brands with a more open attitude. In this regard, 361° has managed to take the lead, becoming a frontrunner in the industry through the signing of Jokic.
The game was agreed"361° will launch Jokic's personal collection.
The official theme of this cooperation is "This game is agreed". From this slogan, a pun is cleverly used - it is not only a common mantra for golfers to make a game, but also a "promise" with Jokic at 361°.
In the Nuggets vs. Raptors game on December 21, Jokic has taken the lead in big3 future and has attracted a lot of discussion among fans. And in the Christmas War, a key node in sports marketing, Jokic continued to perform strongly in 361° combat boots. 361° "steals the limelight" in the Christmas war, which more deeply allows fans around the world to feel the professional strength of Chinese sports brands.
BIG3 Future is just the beginning of the cooperation between the two parties, and according to sports business, Jokic's personal exclusive series will also be officially launched soon.
First of all, it is essential to have an exclusive personal logo, which is also a key step for 361° to create a personal collection for Jokic. It is reported that Jokic's exclusive personal logo was designed by him and has a high degree of recognition. In the future, this series of products will be based on this logo and inspiration, and become an important foundation for the cooperation between the two parties.
Secondly, 361° will launch a personal signature shoe for Jokic. Fans who are familiar with Jokic may know that Jokic is a center with a well-rounded skill set and a true winner for the team. 361° will create a signature shoe for Jokic based on his technical characteristics, athletic style, and personal preferences, so that he can continue to perform well in the NBA.
In addition, 361° will launch its own Jokic product line, covering footwear, clothing, accessories and other products. This will also become an important fulcrum for 361° positioning of mid-to-high-end basketball products. It is understood that Jokic will also participate in the design of the product line as a 361° basketball partner.
It is worth mentioning that at the 2024 Paris event, Jokic will represent Serbia if there are no surprises. Standing on the stage of the Paris event in 361° boots will be another important opportunity for 361° on the international stage.
361° has been deeply involved in the basketball market and has been recognized.
Taking advantage of the historic moment of 361°'s signing of Jokic, we might as well review 361°'s in-depth layout in the basketball field in recent years.
Through the review, it can be found that 361° has completed the layout in many fields such as NBA stars, Chinese local players, women's basketball and youth training, and has continuously improved the basketball product spokesperson matrix, and has successfully established a professional basketball brand image among the basketball audience.
In particular, the signing of the cooperation with Gordon has become a model for Chinese local sports brands to cooperate with NBA stars. Gordon's excellent personal qualities are also known to fans through his partnership with 361°. The scene of wearing 361° boots in the championship parade alone made him known as the "NBA Conscience Spokesperson" by fans.
In addition, in the creation of a 361° own IP competition system,"Ignite on touch"It ignited the enthusiasm of domestic grassroots and mass fans, and successfully built a scene of close contact between the brand and young consumer groups. Passed"Ignite on touch"During the event, 361° continued to strengthen the layout of the basketball scene, and better interpreted the product power and brand characteristics of the 361° basketball series in an immersive and scene-based way.
Guangdong 67 team won the 2023 "Touchdown Burn" championship.
Through the above content, it can be found that the "confidence" of 361° signing Jokic all comes from the in-depth layout of basketball resources in recent years. The good brand reputation established by fans and the industry, as well as the excellent product strength that has been verified by the NBA arena, became the decisive factors for 361° to sign Jokic.
The "change from quantity to quality" that is often said in physics can also be applied to 361° at this moment. The signing of Jokic this time is an important piece of the puzzle to improve and strengthen 361°'s layout in the basketball field. Especially in mid-to-high-end basketball products, 361° can attract the attention of more domestic and international fans through Jokic's personal influence, convert them into brand audiences, and realize more possibilities for creating a combination of quality and efficiency.
The signing of Jokic marks a "strategic step" for 361° Group
From a broader perspective, the partnership with Jokic is a key step in the strategic development of 361° Group. As we all know, 361° has adhered to the brand positioning of "specialization, youthfulness and internationalization" in recent years. And in Jokic, we can see where he fits in with the 361° group.
Professionalism represents Jokic's outstanding achievements in the NBA, and his versatile and versatile technical characteristics have made him one of the most powerful stars in the NBA todayThe reason for the rejuvenation is that Jokic is one of the favorite stars of today's young fans, and many of his famous memes have become a hot topic among fansInternationalization, it is obvious that Jokic stands at the top of the NBA as an international player.
The player who can bring these three elements together is none other than Jokic, the current NBA star. It can be seen that the signing of Jokic is of great strategic significance for 361° to continue to enhance its brand competitiveness and strive to achieve high-quality growth.
2023 is not only a milestone for 361°'s 20th anniversary, but also an important moment for Jokic to join the 361° spokesperson camp. Following the interim revenue increase of 18After a number of favorable factors such as 0%, Gordon led the team to win the NBA championship and the wonderful closing of the Hangzhou Asian Games, the successful "hand-in-hand" with Jokic once again proved the strong brand power of 361°. These favorable factors will inject stronger confidence and motivation into the next stage of 361°'s development.
Note: The ** used in this article is from 361°