In this way, m.c.t has been working quietly, and its achievements are not outstanding. Until the end of 1960s, an important turning point made it achieve an unprecedented performance leap. At that time, the culture of young casual wear was like thunder, and the concept of the integration of men's and women's clothing began to sprout. M.c.t recognized the market and launched two new brands, "robe di kappa" and "jesus jeans". These two brands, mainly fashion casual clothes and jeans, have achieved unprecedented success with innovative and bold publicity. At the end of 1970s, m.c.t' s strategy of repositioning its brand proved to be a smart move, and "kappa sport" (soon referred to as kappa) also became a noticeable brand in the youth market.
With the success of casual wear, kappa began to focus on the sporting goods market. The confident kappa began to sponsor professional athletes and teams in the late 1970s. First, he sponsored Zuyundas, the top Italian team, and soon extended his sponsorship to ac Milan, doria, Rome and agis, the Netherlands, all of which won important competitions. All the way to the 1980 s, kappa sponsored the outstanding American track and field team and provided the most advanced technical support for the players. Do you remember the classic tight-fitting sprint suit of American track and field team, which was written by Kappa at 1988 Seoul Olympic Games?
Attack football field
In the 1990s, the trademark of Kappa often appeared on the court, and many famous clubs were supporters of Kappa. Among them, Zuyundas and Barcelona performed best, while South Africa and Jamaica were the national teams. 1997, Kappa signed a three-year contract with the host authorities of the European Champions Cup and became the designated sportswear sponsor of this football match. Now the kappa lineup is stronger.
1993, kappa was acquired by a consortium called basic properties, and received full financial support from Benetton, a fashion brand, which made kappa stronger and became the largest private sports product group in Europe. 1On February 9th, 999, Kappa won the favor of Italy's national football team, the top team in the world, and became his sponsor. The players are all superstars of the Emperor, which greatly increased Kappa's fame. What is more striking is that kappa has become the only brand that can put its own label on the Italian national team jersey.
In 2000, kappa introduced a tight elastic jersey for Qixia sponsoring teams to wear. First of all, the Italian national team put on this uniform to make the players more proud and powerful. At the last European Cup of Nations, this jersey was all the rage and everyone rushed to buy it. In the same year, the Italian-Roman football team also became the sponsor team of kappa. In the Italian first division which ended in June this year, the Roma team got an unprecedented happy result. Excellent players such as Todi, Buddy Studa, nakata hidetoshi, Mondina, etc. Under the full sponsorship of kappa, the performance was beyond first-class and impeccable.
Now, Kappa's teams are all over the world, and there are countless Kappa jerseys, such as Vasco in romario, Brazil, Bedis in Denison, Spain and Fiano in Zhong Er, the Netherlands.