The Golden State Warriors

After more than two years of shoemaking, Andrew Wiggins' shoe endorsement has finally come to an end.

It has been learned that Golden State Warriors player Wiggins has reached an agreement with peak, with a contract term of "3 + 2", and the annual endorsement fee and bonus add up to nearly $1 million.

Wiggins was originally a contract player for Adidas, but he did not renew his contract after the expiration of his contract in 2018. Later in the game, he usually wore nike shoes. However, in the two training videos released in August and November this year, Wiggins wore peak shoes, and one of them was not officially released, which triggered speculation about whether the two sides had reached cooperation.

In 2014, the Cleveland Cavaliers picked Wiggins first in the first round at the draft Convention and then traded him to Minnesota Timberwolves. Wiggins signed a four-year shoe contract with Adidas with an average annual price of more than $2.2 million, ESPN reported.

In rookie season, Wiggins averaged 16.9 points, 4.6 rebounds and 2.1 assists per field, winning the rookie of 2014-15 season. In the following two seasons, Wiggins scored more than 20 points per game, laying a solid foundation for him to win his first big contract in his career.

In October 2017, Wiggins extended a five-year $148 million contract with the team ahead of schedule, starting in 2018. But the five-year-old has just fulfilled a season, Wiggins was traded to the warriors. From signing a huge long contract to being traded by the team only two years ago, Wiggins's growth rate is not as expected is the core reason.

From the top of the team to the fans, we all think that Wiggins has the physical talent, which is well proved by the frequent explosive blocking. However, in terms of performance on the court, Wiggins always gives people a feeling of laziness. Chinese fans also jokingly call Wiggins playing health care basketball when he goes on the court, and the end result is a healthy boy with "wolfberry in the thermos cup".

Perhaps it was Wiggins who was too "healthy" and his talent had not been fully realized. Adidas hesitated about whether to launch signature shoes for him, and did not renew his contract after the contract expired. It's worth mentioning that Wiggins is only 25 years old this year, while professional players usually reach the age of 30. Therefore, the contract of peak is the golden period of Wiggins' career in the next 3-5 years.

Stephen curry, 25 years old, suffered from frequent injuries. But at the age of 25, curry got rid of his injuries and won two regular season MVPs and three championship trophies in one fell swoop. Curry's subsequent outburst surprised many people, including Nike, who did not choose to renew his contract after their first endorsement contract expired. Before the 2013-14 season, andema put curry in his pocket and successfully occupied a place in the basketball shoe market with its rapid popularity.

From the perspective of vygins, the opportunity to cooperate with Vikings is just like the development of a brand. Moreover, the competition among major brands for young players is becoming increasingly fierce. It may be a smarter choice to bet on the high ranking "free players" who have potential to tap.

Among the top 5 players signed with Nike in the first round of 2019, there will be 13 players signed with Nike brand in the first round of 2019. In addition to the two sports brands mentioned above, Adidas, andrma and puma, converse and new balance, which have recently restarted their basketball business, are also actively competing for rookies and other young players.

For domestic brands, their popularity and influence among NBA rookies still have a gap compared with Nike, Adidas and other brands, and their competitiveness in signing endorsement is not too strong. Therefore, if domestic brands want to compete with other sports brands for young spokesmen, they have to pay more resources and energy. Rather than spend money and effort to compete with other brands of young people, it is better to focus on those who have been temporarily frustrated, in order to ensure the popularity and exposure of the spokesperson, but also save some endorsement costs.

Li Ning seems to be adopting this strategy. In the summer of 2019, they signed a multi million dollar five-year contract with R.J. Hampton, a top pick in the 2020 top show. More than a year later, Hampton was selected by the New Orleans pelicans as the 24th in the first round at the draft convention, and was then traded to the Denver Nuggets. As a result, Li Ning's contract with Hampton may be at a discount.

Li Ning's latest choice is Fred van vleet, the winner of the Raptors, whom fans affectionately call "Van Jordan", which once attracted many brand interests. But after several rounds of negotiations, he chose Li Ning. According to lazy bear sports, the annual price of its endorsement is less than one million dollars.

A similar NBA player on the market is Jimmy Butler, whose contract with the Jordan Brand was due to expire on September 30 this year, and the two sides chose to break up 10 months ahead of schedule. Many brands expressed interest in Butler, including the Chinese brand, whose external endorsement offer was once reduced to $2 million per year. Later, his expectations changed because of the popularity of leading the team to the finals. From Butler's delay in determining the new shoes, we can see that sports brands are becoming more and more cautious about the choice of spokesmen and pay more and more attention to cost performance.

In fact, peak always pays attention to cost performance in the selection of NBA spokesmen. When they set up their own NBA spokesperson lineup, they adopted the "crowd strategy" to focus on the main role players of popular teams, so as to achieve brand publicity and product exposure in a more cost-effective way.

Such a model not only won enough exposure opportunities for peak, but also gained good publicity materials such as "champion's law". From 2009 to 2014, there was bound to be a player who signed with peak in the NBA championship team, which was also widely spread among the fans at that time. Through this signing strategy, peak can make its products appear on the stage of the finals, and it doesn't have to spend a lot of money like signing a contract with * *.

And for peak, Wiggins like to play health basketball is also good, so players are not easy to be injured, can better ensure the product exposure. Wiggins has played in six seasons since his career. According to 82 regular season games in each season, he has played 454 of 492 games, with a attendance rate of 92.28%. It is worth noting that Wiggins will be more involved in the career of the warriors.

On the other hand, Wiggins's warriors have been frequent visitors to the finals in recent years, and have gained a lot of fans in the Chinese market. According to the NBA content ecological white paper released by Tencent sports on July 31, 2020, the warriors were among the teams most concerned by users in the past two seasons, and the warriors participated in nine of the ten most watched playoff matches in the 2018-19 season.

Although Klay Thompson suffered another injury before the start of the season and the injury is still unclear, the warriors still have a good chance to return to the playoffs after Curry's return. If Wiggins can follow the team to play in the playoffs, and even go further, the price performance of peak's signing is undoubtedly higher.

Anta's Thompson and Hayward, Li Ning's McCollam, van fritt and Hampton, pick's Wiggins, Luwei and 361 degree Gordon, and perhaps also special step's Lin Shuhao, domestic brands will have more positive confrontation in the NBA arena in the new season, "domestic shoe Derby" will also become the topic of the new season.