Running shoes, multi-trainers, rugby shoes.

This basically covers all parts of Lu Ke's daily life, and it is completely a comprehensive gift package! It is worth mentioning that running shoes and comprehensive training shoes are still different, the more professional athletes are, the more attention needs to be paid to the details, running is running, training is training, and field training is another matter.

Originally, Lu Ke thought that Under Armour would design a series of sneakers for him, which was just rugby shoes, but now it seems that the plan is far beyond imagination.

Lu Ke looked at Lehe, and then noticed that Lehe raised his eyebrows slightly, obviously a little surprised by such a situation.

In the past few years, Under Armour has continued to rise, but their main market is still limited to clothing, especially professional sweat-absorbing sportswear, and has now successfully broken through, Nike and Adidas have begun to follow suit, but in terms of technology and professional image, Under Armour is still in the lead, and continues to expand the lead.

But Under Armour is also clearly aware that the bulk of the market share is still sneakers, if you want to compete head-on with Nike and Adidas, then sneakers are the threshold that must be faced, and now basketball shoes have become a part of fashion in the streets and alleys, gradually detached from the original meaning of sneakers, with the elements of fashion trends, and the importance of the market is becoming more and more prominent.

Signing Stephen Curry and Lu Ke successively, Under Armour has already determined its ambition to open up the sneaker market, and has been laying out step by step since two years ago, but they are always waiting for the right time, the best time to start a new era.

Until now.

This season, Curry, who has returned from injury, has gradually become the core player of the Golden State Warriors, averaging 22.2 points per game this season, in addition to 8.1 assists and 2.14 steals, all of which are among the top in the league.

Similarly, Lu Ke has also created his own brilliance in the San Francisco 49ers, and has truly become the top player in the entire league! It is not an exaggeration to say that the rising speed is really too fast, so that it has caused a lot of exclamations, and people generally did not expect that the second year would become a season for Lu Ke to break out in full force, which is also a small ...... An unexpected surprise?

Under Armour realized that the time was ripe and set it to light.

Maybe it's still a bit presumptuous, but Nike, Adidas, and Puma are all eyeing Lu Ke's sponsorship contract, and it can be said that they are surrounded by wolves, and Under Armour also realized that if they continue to hesitate, they may miss the best opportunity, so they immediately executed the plan-

Even if it's an adventure, it's an adventure worth trying.

In the details, it can still be seen that Under Armour's market planning is careful enough.

Regarding the friendship between Curry and Lu Ke, there was no hype but no deliberate concealment, Curry went to Candlestick Court many times to watch the game, and Lu Ke also appeared in the VIP seats of Oracle Stadium many times. Relevant news reports can be seen on all major news media.

In addition, last offseason, Curry and Lu Ke trained together at UCLA, and there are not too many industry insiders who know about it, and Under Armour is just one of them, Curry, who was at a low point because of injuries, simply lived in Lu Ke's apartment during that time, and it was with Lu Ke's company and help that Curry got back on track step by step.

Make friends and be certified.

Lu Ke's emphasis on family and friendship, Nike can keenly smell clues, and Under Armour can too, and compared to Nike, Under Armour also has a lead - Curry was originally their signed player, which also means that they can make a fuss about it, and things become much simpler.

Today, Curry is not only showing up, but also customizing sneakers, and Under Armour is not hiding his intentions.

Of course, Under Armour customized sneakers for Curry, which is the glory that Curry won with his performance, and has nothing to do with Lu Ke; But Under Armour's decision to discuss meetings is an attempt to create a family atmosphere or a friend's party, and they are experimenting with more ways and means in the fierce competition for brand endorsements.

From Sean just now to Curry now, Lu Ke is feeling the invisible smell of gunsmoke little by little, even if competitors such as Nike and Adidas are not present at all, but that kind of competitive spark is still everywhere.

"Of course, we will maintain the same design style for different sneakers to ensure that every fan who buys Lu Ke's generation can be satisfied! By the way, we are now discussing the name of the sneakers, whether to choose the Lu Ke generation, or the Bambi generation, or the Lu generation? Or the Skywalker generation? But this is probably going to require buying rights like 'Star Wars', ha. ”

"You know, Lu Ke and Luke are homonyms. Generally speaking, when we name a sneaker collection, we mainly use the last name, because the names tend to overlap, and Luke is more of a first name than a last name. ”

Although Chris didn't mention it in detail, Lu Ke knew.

There are many differences between Eastern and Western cultures, and the content of surnames and first names is also one of them.

For Western culture, a name is a title, and a surname is a family inheritance, the more noble the family, the more so, the earliest beginning, most of the names are derived from professional names or biblical content, the reuse rate is very high, so there are often suffixes such as II and III; Surnames are the core that is really used to distinguish class, status, and power, and some long-standing surnames are even unique, and they only need to report their surnames to complete the distinction, and the repetition rate is relatively low.

In Eastern culture, it is reversed, surnames are derived from hundreds of family names, and occasional remote surnames also exist, but the repetition rate of surnames such as Zhao Qian, Sun and Li is still extremely frequent; The name is the key symbol used to distinguish, for those scholarly families or wealthy families, there are also table words, which are further used to define each person's identity and status, upbringing and connotation, and many table words are almost unique.

There has been a discussion about why in the Western world, the Rockefellers, the Murdochs, the Kennedys, and so on, all of which name their companies or businesses after their surnames; In the Eastern world, it is rare to see names such as Li Group and Zhang Group?

Here's why.

The same goes for the sneaker naming, "Luke's Generation", which sounds too hazy and vague to effectively position itself in the market.

Lu Ke shrugged his shoulders, "You can choose to use Chinese characters, 'Lu Ke Generation', or 'Bambi Generation' or 'Lu Generation', which seems to be a good choice." I personally have no opinion. ”

Chris pondered, "Not bad. Not bad! Chinese characters, this is a special attempt, Alexander, when Yao first entered the league, if I remember correctly, Nike made an exclusive sneaker for Yao, what code is it? 'YAO11'? ”

Yao/Ming?

Lu Ke only remembered the predecessor who took the lead in the four major sports leagues in North America at this time, if he hadn't relied on his own strength to open up a world in the NBA, I am afraid that Lu Ke's situation in the NFL would be even more difficult, and all the benefits and eases he enjoys now are all Yao / Ming step by step.

Compared to Lu Ke, that is the real pioneer!

However, Lu Ke can't remember, did Nike and Yao/Ming cooperate? Why is the impression in his mind all Reebok? Memories seem to be somewhat inaccurate.

The point is that Chris did not say these words to Lu Ke, but turned around and began to discuss with the designers.

Lu Ke and Curry suddenly became idle—but finally they were clear, "Come on, come on, I was just flipping through the design, you come over now, let's refer to it together!" Curry enthusiastically hooked/put his hand on Lu Ke's shoulder, walked towards the other side of the conference room, and said in his mouth, "Some designs are really weird, but I can't say what is strange." ”

Under Armour's strengths lie in technology and materials, but they don't really have many advantages in terms of design.

"So far, the record and form are good, how about it, are you confident of making the playoffs this year?" Lu Ke didn't rush to look through the blueprints, but chatted with Curry.

This season, the Golden State Warriors are finally starting to pick up, and their current record is 21-10, which is a significant improvement over the past two seasons, which is positive news. In particular, Curry has gone through a long and difficult low point in the past offseason, and now he is finally re-emerging, which is really not easy.

"We've had such a long season, we're only just starting a third of the way now, and there's only 16 games in a season like you." Curry had the look of a schoolboy and muttered, "But...... We're on the right path now, and I'm telling you, watching the video of the game now makes a difference. The whole feeling is different. However, we have too many footage of our games to watch, and I wonder if I will come to you again in the offseason to train. ”

As he spoke, Curry bumped Lu Ke with his shoulder, with an ambiguous smile, "How about it, winning all the seasons, doesn't it feel special?" That day, I yelled at home and was scolded by Ayesha, haha! ”

"Honestly, it's just that the moment it's over, it's very mixed, but after that, it doesn't feel real, it always feels like a dream, and then you have to prepare for the playoffs. I can't describe it accurately now, but ...... I did it anyway, haha! Lu Ke also saw his eyebrows flutter and dance, sharing his feelings excitedly.