How Did Andemar Achieve The Position Of "Sports Brand"?

Forbes wrote that Andemar has become a new threat to Silicon Valley. Even if Nike, who still lives in a dominant position, can not underestimate such a strong new generation, because it can not be despised. The Jackal has already shown its teeth.

This rising industry star is now the second largest sport brand after Nike.

Under Armour, the rising star of the industry, has surpassed Germany's big brother Adidas in 2014, becoming the second largest sports brand after Nike. Adidas was also squeezed to third place for the first time. President Obama paid for it. Yes, it was founded in 1996.

(Andrea), a professional tightshirt field, started to develop sports equipment in all directions. The founder was the former Maryland football star Kevin Plank (Kevin Planck).

At that time, the 23 year old Kevin Plank, as a rugby star, was very uncomfortable with sweat when he was drenched in every movement. He hoped that a garment would solve this problem, even in the hottest weather.

Why don't you make the person who changes the clothes himself? So he decides.

The registered company has developed a T-shirt named HeatGear.

He uses absorbent polyester yarn as material, such as polyester Coolmax through four pipe fibers to quickly sweat and moisture away from the skin surface, and disperse in all directions, allowing sweat to evaporate faster, so that even sweating skin and clothing can also keep dry and comfortable.

This kind of easy dry fabric is not only light and soft, but also easy to wash, and it will not deform after washing.

Startups do not have much money, and the same address is in his grandmother's underground garage.

Andemar was born in an underground garage until 1998 when he moved to Baltimore.

At the beginning, Andrew was not a smooth sailing. The total sales in 1996 were only 17000 dollars. This is not ordinary clothes. It was doomed from the birth.

Today, the young andmar world has 13500 employees with a profit of nearly US $4 billion.

So how does it go all the way, forcing the Nike into the second sports brand?

What do we do if we don't go up there? Then the vertical counterpart professional athletes, the United States is a country keen on sports, so the market is still very large.

The biggest difference between sweatpants and sportswear is the sweat absorption. To seize this characteristic, Kevin Plank persuaded two college football teams in hot climates to buy his equipment: Georgia Technology (in the humid hot Atlanta) and Arizona (near the Phoenix City near the desert), and then the NFL team Atlanta Falcon wore the equipment of this brand.

After that, the number of teams that choose andam equipment is increasing, which includes more than half of the NCAA Division 1-A football team.

Andemar has seized the "neglected market" of Nike and Adidas giants. In the field of high-performance tights, the more and more specialized materials for developing a piece of clothing usually take 18 months. At the same time, the company has begun to expand its field, forming close cooperation with key retail partners and professional sports alliances, and has begun to design and manufacture equipment for other sports, basketball, rugby, tennis, golf and marathon.

Accurate positioning (Positioning), professional (Profession), and persistence (Persistence), under the impetus of "3P" spirit, the road of counterattack has also started.

Despite the fact that Nike's hegemony is still unable to shake up, this new generation with strong momentum can not be despised. The Jackal has already shown its teeth.

Today, in the high-performance sports apparel market, Andrea has a market share of 75%, far away from Nike and Adidas; in the professional sporting goods market containing sports shoes, Andrea accounted for 31%, second only to 36% of Nike. At the same time, sales and profits rose rapidly, and the share price even exceeded Nike.