Make A Change
The ways of thinking between the two famous brand company Adidas and Nike are distinctive, because Adidas paid 2 billion and 50 million dollars for spokesmen. Numerous American media reported that early this year Adidas has continued to sign an agreement with Derek Rose for 10 years and it paid 2.5 billion dollars for him. This number is startling, as it has surpassed the salary contact signed between Russia and Chicago and it can be called the rare contact for life in the field of basketball career. The most surprising things are that James representing Nike basketball shoes will be paid 930 million dollars per seven years and that Kobe will be paid 450 million dollars per five years.
What makes Adidas bet on Derrick Rose at such a great price? One person in the specific field says that Derrick Rose is the unique basketball player as popular as James and Kobe in the market of Chinese basketball trade.But I am afraid that these words are said by Adidas itself. In China, according to the officially statistics, Kobe’s basketball clothes has been sold the most in the past several years and the only possible person that can surpass Kobe is James. Adidas company pays so great amounts of money on the unpredictable condition of Rose, because it can’t choose in any other way. Because in the basketball career, the number and quality of the basketball stars are far bigger and better than the basketball stars working in Nike company. Except Kobe and James, the current most significant basketball players who work in NBA are recruited completely by Nike. Before, Adidas was as popular as Nike, because it employed the most known basketball player the same as those of Nike. Were it possible for time to reverse, you went to the pedestrian mall, you must see the huge advertisement board printed Mc Grady, Al Nasr, Garnett, Duncan and Billups. These five basketball players once enjoyed a huge popularity in NBA, however, because of illness, age and some unpredictable factors, the lineup made up of stars disappeared. Now, among the basketball players hired by Adidas, only Rose and Dwight Howard can compete with the players in Nike, the latter of which is the current centre forward of NBA.
Adidas may owe everything to fortune or the indispensible cost of basketball career, but what cannot be neglected is that when the original basketball stars get older and older, Adidas company did not recruit a new group of commercially valuable players as what has been done by Nike company. But this is not the most urgent problem that Adidas should consider now. After all, to some extend, buying basketball players can be solved by money. The most urgent thing that should draw Adidas Company’s attention is that Germany enterprise cultural gene is totally different from that of American Nike Company in terms of ways of thought. Therefore, that the action of Adidas betting such a great amount of money on Rose is worth of expecting lies in whether the field of basketball shoes career could converse to the ways that Nike uses to show its creativity and special features.
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