Four, the peak stage of NBA jersey development.
Long before Iverson entered the NBA, Reebok "failed" once: Due to the perennial study of black technology (mainly footwear), in the river crazy test of Reebok finally wet shoes over, its shoes launched in 1995 a DMX air cushion, extremely comfortable to wear, the appearance of the line is also very beautiful, but its fatal weakness is air leakage, leakage after the sole hard like a stone, then the word of mouth lost, because of the previous accumulation and did not close down.
However, after the Reebok is like a snake bitten ten years afraid of the well rope, the scientific and technological elements in the shoes are becoming less and less, not only there is no new product update, but it has made a fatal mistake: the Honeycomb series is sold at a lower price, so that Reebok has lost the power of competition.
In 2006, Adidas spent $3.8 billion to buy Reebok, and then spent $400 million to become the sole sponsor of the NBA jersey! And signed an 11-year commercial cooperation contract with the NBA, although entering the monopoly period, but Adi is not reluctant to forge ahead, on the contrary, these 11 years of continuous change, achieved a lot of epoch-making initiatives, but also the entire NBA jersey development to the peak stage, bringing many elements that have not been seen.
In 2010, Adidas introduced the Revolution 30 series. The series promotes the concept of "fit", which is characterized by abandoning the thick fabric of the traditional jersey, replacing it with a new environmentally friendly material that is thin and full of mesh.
The jersey number is changed to mesh fabric, replacing the font stacked with multiple layers of fabric in the past, reducing the weight of the jersey, and 30 means that the jersey has lost 30% of its weight. The team font is also fixed on the outside of the jersey in a thermal adhesive way, rather than the previous needle car, which speeds up the drying speed, and the above operations are in order to pursue more comfort, heat dissipation and sweat function.
As a result, he was loved by the Jersey Real Combat Party and made his debut in the 2010 All-Star Game.
With the development of The Times, jerseys are also becoming more and more abundant under the stimulus of the diversified market elements. In February 2013, Adidas launched its first short-sleeved jersey (previously sleeveless); In the 2013 Christmas game, Adidas tried to move the player numbers from the front of the jersey to the sleeves; In the 2014-15 season, the NBA LOGO was moved from the chest to the back of the neck. In the 2014-15 season, the NBA introduced Chinese jerseys for the first time to coincide with the Chinese New Year.
The launch of short-sleeved jerseys, this wave of operations directly subverted the world's understanding of basketball jerseys.
Adidas' official explanation is the use of high-tech materials, the weight of the jersey is reduced by 26%, and the use of close-fitting tailoring. So the question is, wouldn't it be lighter if the sleeves were removed?
In the following seasons, Adi changed some styles to short sleeves in order to promote short sleeves. However, most fans and players did not like the 2014 All-Star Game appearance of the uniform, which was widely considered by fans and experts to be the ugliest.
Moving the number from the front of the jersey to the sleeve is also a bold attempt, and I have to say that Adi's design is really surprising.
The LOGO on the chest is moved to the back, which is easy to explain: NBA officials cleared space for sponsors to use in advertising placement.
Overall, in the past 11 years, Adidas jerseys have a good reputation, reliable quality, and also let everyone see the infinite possibilities of basketball sportswear, not only a sports vest, but also as a popular clothing and collectibles.
Five, NBA jersey breakthrough stage.
In 2017, the contract between Adidas and the NBA expired, and Adidas officially announced that it would not renew. In 2015, Nike signed an eight-year contract with the NBA for $1 billion, an average annual price that was more than three times that of Adi before, and the contract will be executed at the start of the 2017-18 season.
Breakthrough # 1: At this point, Nike became the NBA's exclusive jersey sponsor for the first time (previous partnerships with the NBA were not exclusive).
Breakthrough 2: What is surprising is that Nike first did not launch change and innovation on the jersey, but chose to break through at the commercial level. They were given the privilege of wearing the Nike Logo on their jersey! Before that, the NBA did not allow sponsors' logos to appear on jerseys.
And today's NBA arena, 30 teams have 29 "✔" logo how to shake your eyes. It has to be said that Nike is "too" smart. For the 2017-18 season, Nike and the NBA released a new themed version of the jersey. Compared with Adidas, Nike is more three-dimensional in the version and cut of the jersey, and the upper body effect is more tough and domineering, which is commendable!
Breakthrough # 3: Nike teamed up with Filip Pagowski, a well-known Polish-born New York artist, to play flowers on the logo of an NBA team! That is, to make a new Logo, the new Logo design should refer to three important elements: the team's name, the city it represents and the mascot, and the designer needs to extract these connotations in an abstract way. The artist worked hard to redesign the Logo of the NBA30 teams according to his own style, making it a new look, and the hand-painted style is full of art. As a result, the popularity of Nike jerseys has increased compared to Adidas jerseys at the time!
Breakthrough # 4: Not only is the Nike Logo allowed to appear in the upper left corner, but even the Logo of the team sponsor will appear on the jersey.
