Three, NBA jersey specialization stage.
At this stage, two important people made a great contribution.
One is basketball god Michael Jordan, and the other is former NBA commissioner David Stern.
Among them, Air Jordan played the charm of basketball to the extreme, pushed the NBA league to an unprecedented climax, and even promoted the development of U.S. GDP.
The jersey market has also undergone repeated changes at this stage, and the cooperative manufacturers have changed more frequently than before.
As mentioned above, the jersey market has formed a three-part world situation. Nike rose to prominence because of Jordan's endorsement (1997-2004).
The famous street brand Starter also came to the NBA to get a piece of the pie, coupled with the previous Champion, so the three companies each have the copyright of 10 teams.
At this stage, the league began to introduce personalized customized jerseys, and there are three competitors or better, can achieve the rule of victory, jersey design is more specialized, at that time, the needle design is still great, NBA jerseys have entered the professional stage.
Jordan began to wear loose jerseys from this time, and later almost all NBA teams began to imitate Jordan's jerseys, which basically developed into the look of the jerseys we see now.
The quality of Nike and Champion jerseys has been recognized and continues to remain competitive in the market. Starter, however, was a mediocre performer and was eliminated after only two seasons (1997-1999).
In 1999, Puma (Puma), endorsed by Carter, replaced Starter in the NBA jersey camp, and few people may remember that Puma also cooperated with the NBA.
But it does exist, not only for Carter made shoes, die-hard old fans should be able to remember the "OK group" during the three consecutive championships, which the magnificent king of the final battle with the Lakers on the top of the West, a classic purple jersey is from Puma.
Unfortunately, it is also a short-lived ghost, its brand jersey modeling materials are still relatively simple after all, coupled with the breakdown of Puma's relationship with Carter, the lack of spokespeople then withdrew from the NBA stage, and survived only two seasons in this field (1999-2001).
In the new century, due to the influence of the rap circle at that time, the development style of Champion brand has changed, although the popularity has been unprecedented development, but the pricing and status of Champion in sports brands are low, and Nike, Adidas, Puma is no longer a grade, so it also withdrew from the NBA field, the three-way trend no longer exists.
I did not expect this brand in the past few years in China has been rotten on the street, whether it is copycat goods or street goods are no longer important, because it has never cooperated with the NBA.
In 2001, the first year of the new century, Iverson's employer Reebok successfully replaced PUMA! When it comes to Iverson, the love of many fans' hearts, the man who once "played Mamba shook God", in addition to launching a lot of classic shoes, its jersey is also unique, its unique back swing slightly longer version, more beautiful color, is undoubtedly a heavy blow to the shirt market.
James' Burgundy Cavaliers jersey from his rookie season is a Reebok masterpiece.
At this time Reebok and Nike dragon fight, in 2002, China's little giant Yao Ming entered the NBA, Reebok signed a contract with him.
In 2003, he directly handed James a check for $10 million when he just entered the NBA, but James invested in Nike. By 2004, Reebok edged out Nike a monopoly, became the NBA's exclusive shirt sponsor, and returned to the situation of eating alone, but not too long, Reebok was accidentally acquired by Adidas.
At this point, the NBA jersey era entered the Adi era, and it also came to the peak stage.
