Kappa in Chinese is Kappa

Introduction to Kappa

What does it mean? Every brand must have its own unique mark (logo). When everyone When you see this pair of male and female signs back to back, you must know that they are the traditional symbol of Kappa. However, do you know what the meaning behind this sign is?

The name of this sign is Omni. , the reason why this pair of men and women sit back to back is because Kappa believes that men and women can also share the joy of sports, and that men and women should support each other to achieve their goals, whether on or off the court. At the same time, Men and women are equal and enjoy freedom in sports and life, hence this design.

But in fact, the emergence of this mark was a bit unintentional. In 1970, two models sat down to rest during the break, and the photographer accidentally captured this scene. It happened that the chairman of Kappa wanted to add more human elements to the new logo, so he chose this back-to-back photo of a man and a woman. As a result, this double logo has been used to this day.

Kappa History

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Although it has only become known to Hong Kong people in recent years, it turns out that Kappa has a long history. It was born as early as the beginning of the century and has slowly grown into the multinational company it is today.

M.C.T.?

Kappa was not called Kappa at first. Its predecessor was a small company called M.C.T. The company's full name is "Societa Anonima Calzificio Torinese". It was established in Turin (Turin) in northwestern Italy in 1916. It mainly produces socks and underwear. The company's original trademark was "Aquila", which later became the current "Kappa".

In this way, M.C.T. has been working quietly, but its achievements are not outstanding. It was not until the late 1960s that an important turning point enabled it to achieve unprecedented performance improvements. At that time, young casual wear culture was booming, and the concept of gender integration of clothing also began to sprout. M.C.T. identified the market and launched two new brands, "Robe di Kappa" and "Jesus Jeans". These two brands, whose main products are trendy casual clothes and jeans, combined with innovative and bold promotional methods, quickly achieved unprecedented success. In the late 1970s, M.C.T.'s strategy of repositioning the brand proved to be a smart move. "Kappa Sport" (soon to be shortened to Kappa) also became a popular brand among the young market.

Establishing a professional image

With the success of casual wear, Kappa began to return its focus to the sporting goods market. Full of confidence, Kappa began to provide sponsorship for professional athletes and teams in the late 1970s. It first sponsored the Italian top team Juventus, and soon extended its sponsorship to AC Milan, Sandorlia, Roma and Ajax of the Netherlands. These teams have all won important championships. All the way into the 1980s, Kappa even sponsored the U.S. track and field team that had outstanding performance in the "super class" and provided the most advanced technical support to the team members. You may remember the classic tight sprinting outfit of the U.S. track and field team in the 1988 Seoul Olympics. That was from Kappa. ’s handiwork.

Attack on the Football Field

In the 1990s, Kappa’s trademark often appeared on the pitch. Many famous football clubs were supporters of Kappa, among them the most outstanding ones. Juventus and Barcelona, ??while the national teams include South Africa and Jamaica. In 1997, Kappa signed a three-year contract with the organizers of the UEFA Champions League and became the designated sportswear sponsor of this football event. Kappa now has a stronger lineup.

In 1993, Kappa was acquired by a consortium called Basic Properties, and received full financial support from the fashion brand Benetton, which made Kappa stronger and has become the largest privately owned sports products group in Europe.

On February 9, 1999, Kappa reached a higher level and won the favor of the Italian national football team, the world's top team, and became its sponsor. The players are all superstars. Kappa's reputation has greatly increased. What is even more remarkable is that Kappa has become the only brand that can put its own number on the Italian national team jersey.

Leading the market

In 2000, Kappa innovatively launched tight-fitting elastic jerseys for the sponsored teams to wear. First of all, the Italian national team wears this jersey, which makes each team member more impressive and powerful. In the last European Nations Cup, this jersey became very popular and everyone rushed to buy it.

In the same year, the Italian Roma football team also became a sponsor of Kappa. In the Italian Serie A that ended in June this year, the Roma team achieved unprecedented success. Under the full sponsorship of Kappa, outstanding players such as Todi, Batistuta, Hidetoshi Nakata, and Mondina performed beyond first-class performance and were simply impeccable