Monthly special combo #2

Good publicity or bad publicity

Lululemon and Under Armour battle over bra design.

Rebook to wade into social issue through a mocking tweet.

Lululemon pays penalty for its misleading website representations.

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UFC-Reebok deal is forcing fighters to leave UFC.

Nike to prepare for a seamless transition of jersey switch.


Lululemon is defending its turf through design patent.

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Lululemon filed a patent infringement lawsuit—something the company has a history of doing—related to a sports bra design. Design patent suits are rare in the fashion industry, because fashion usually moves too quickly for manufacturers to bother with the patent process. As they are trying to turn their innovative design into a competitive advantage. Lululemon took legal protection can be seen as a PR move, sending warning message to other companies.

 

Reebok schooling Trump on what not to say to a woman.

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On Friday afternoon, Reebok tweeted a flowchart trolling Trump’s recent famous comment to French President’s wife that quickly spread online. During his visit to Paris, Trump was caught on camera telling Brigitte Macron, that she was “in such good shape – beautiful,” a comment some viewed as sexism and ageism aimed at the first lady of France, who is 64.

Reebok’s mocking tweet was the most prominent example of brands taking advantage of a news event to boost themselves and send a message to customers. Many companies have critiqued Trump’s moves, including the travel ban and the Paris climate agreement, but they’ve typically done so with the safety of numbers. Reebok as few sports brand that try to seize on controversial social issue to amplify the viewpoints of sports-related tension.

Consumers watchdog to accused Lululemon for its no refund claims.

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The consumer watchdog highlighted two messages used in online that claimed all sale items were “yours for keeps, so no returns and no exchanges.” Australian Competition\


UFC-Reebok deal is forcing fighters to leave UFC

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Light heavyweight champion Ryan bader who is departing the UFC for Bellator MMA made headlines when he said he was making at least three or four times more in sponsorship earning for Bellator than he did under UFC-Reebok deal.

Complaints about sponsorships in MMA are nothing new, ever since the contract set in effect in 2015 there has been non-stop complaints on how the deal is exploiting UFC fights. It granted Reebok dominance over fight week sponsorship which has taken away the freedom from their fighters to seek for their own sponsors. Exclusive sponsorship deal made people question the legality of UFC policy.

https://www.bloodyelbow.com/2017/7/11/15951832/gegard-mousasi-reebok-deal-was-only-made-to-help-sell-the-ufc-for-4-billion-not-to-help-fighters-mma

Nike to prepare for a seamless transition of jersey switch

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More than two years after the NBA announced to become the league’s official uniform provider, the logistics are beginning to fall into place. The idea of switching out all of the existing product for that which is yet to come seems like a daunting task it includes actual outfitting and the development of the product for the players. With nike become the first NBA apparel partner to have its logo appear on NBA uniforms, there are also changes made to designation, and few teams’ secondary logos.  As sustainability has become a top priority, Nike revealed that new jerseys will be made of recycled plastic water bottles.

http://www.foxsports.com/nba/gallery/heres-what-we-know-about-the-nbas-uniform-switch-to-nike-next-season-060617

Monthly Special Combo update #1

Reinforcement

Adidas wining recipe: do one thing and do it well.

Nike is bringing back heritage products.

Cultural awareness

Nike reconstructing, forcing it to go deep into local market.

Nike’s Pro hijab, calling for culture equality.


Reinforcement:

To win, do one thing and do it well .

                                          —ultra boostadidas boost

In the recent released Ranking—2017 brandZ top 100 most valuable global brands, Adidas not only outcompeted its biggest competitor Nike but also achieved the highest brand value percentage growth(+58%) on the list.

This success is due to adidas most ambitious technology—boost.  The emphasize on one single technology across all product lines has given the brand the most promising performance. From ultra boost to pure boost to Yeezy, adidas smartly uses one same technology to reinforce its product benefits.

With social influencer added to the right marketing, it seems like consumers can never get enough of “boost”. Adidas’ reinforcement on the same technology has etched its product benefits in consumers’ mind.

http://www.wpp.com/wpp/press/2017/jun/06/brandz-top-100-most-valuable-global-brands-2017/

Nike Cortez is making a global comeback to reinforce its iconic, cultural identity

Los. Angeles U.S

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Nordstrom and Nike have set up shop in L.A., launching the Cortez Market — a one-day shopping experience— to celebrate the iconic sneaker’s 45th anniversary.

http://www.hollywoodreporter.com/news/nordstrom-nike-celebrate-cortezs-45th-anniversary-la-pop-up-1014350

Shanghai, China

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Common Rare partner with Nike have set up creative booths in Taikoo Hui, featuring classic Cortez colorway.

Nike also seems to realize simplicity and classic, work better in this oversaturated market. Nike is making a big push to promote Cortez, reinforcing its place in the sneaker culture.

http://www.sohu.com/a/145244831_603124

Cultural Awareness

Nike restructuring, making Nike faster, deeper, better

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Nike announced on Thursday that will cut about 2 percent of its global work force in order to “deeply” serve consumers.

The strategy is aimed to localize products and styles, tailored to target cities.  Nike is cutting work force, simplifying its geographic structure to consolidate a more personal services. The mass customization will force Nike to dig into local market and be more socially aware.

https://www.nytimes.com/2017/06/15/business/nike-layoffs.html?mcubz=0

Nike’s pro Hijab is making a bigger social impact than you think

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Nike will debut the Nike Pro Hijab in spring 2018, in the recent ads Nike effectively shows the diversity of Muslim women, rising its voice in cultural awareness.
Though Nike isn’t the first, it is without question the biggest company to offer the garment and create concrete impact.
Nike announced a partnership with FIBA which is a signal that FIBA is serious about lifting the ban and making actual change to social negativity.

https://www.youtube.com/watch?v=F-UO9vMS7AI