Sorry, I really don’t have time to analyze them one by one, so I give you this -

The origin of the world-famous sports brand trademark

NIKE

An all too familiar American brand. In 1971, Phil Knight (philkinpht), the founder of Le Cordon Bleu Sporting Goods, decided to change the name of the company in order to expand its Asian market and improve the company's image. The boss proposed using the name "Six Dimensions of Space", but the company staff rejected it. In the end, the boss asked the staff to come up with a better name before the specified deadline, otherwise he would insist on using the name "Six Dimensions", and this deadline was only 12 hours. Jeff Johnson, the only full-time employee in the company, took advantage of the time difference between the two places to procrastinate for three hours, racking his brains and racking his brains, but he made little progress. He was so tired that he dozed off. Jeff, who loves ancient Greek literature, met Nike, the goddess of victory in ancient Greek legends, in his dream. The goddess in his dream inspired him, so he proposed using Nike as his blue belt. The company's new name is approved by the boss. In 1978, after the company's sales exceeded 100 million US dollars, Le Cordon Bleu Sports officially changed its name to Nike, and this name has become synonymous with billions of assets today. As for the famous "hook"-shaped graphic of the Nike trademark, it was a design purchased for $35 - the creation of Caroline Davidson, a painting and art student at Portland State University in 1971. The hook-shaped graphics that people see now are much smaller than the original ones, but they express a stronger sense of speed and excitement.

Adidas

Many people think that the three leaf-shaped designs on the adidas (Adidas) trademark represent a blooming flower. In fact, it originally represents a world map. It refers to the three straps sewn on sneakers by Adidas founder Eddie Tessel. After undergoing some changes in 1949, the three-band-shaped logo has been covered by three leaves marking the world map since the 1970s. With the changes of the times, three ribbons, three leaves, and three-petal flowers appeared one after another, always surrounding the word "three". Because it represents the spirit of adidas "equality, classic beauty and the highest."

KAPPA back-to-back

In the early 1970s, a profound social and cultural change took place in Italy, which can be called This was an era of resistance and rebellion. During this change, clothing has also adapted to the new lifestyle, and Kappa is the product of this change. The time is 1972. The products are full of European Europa style. In 1981, it signed a contract to sponsor the Italian Juventus football team, and then successfully sponsored the U.S. national track and field team participating in the 1984 Los Angeles Olympics. Kappa was successfully introduced to the world. Its characteristics: adopting a tight-fitting, fashionable and energetic design style. To combine sports and leisure well, extend the KOMBAT series of tight-fitting football suits with KAPPA characteristics to other non-professional sportswear products, thus realizing the above design concept. Founder of "BASICNET". Ni Na just entered the Chinese market in March 2002, and creating sportswear suitable for people's daily wear is its product development strategy. There are both fashionable products for 18-25 year olds and sports and leisure products for mature people. Positioning in the Chinese market: a mid-to-high-end international sports brand, below NIKE and ADIDAS, and above the Li Ning brand. The mythical representation of the villain "OMINI" in Italian (two villains sitting back to back), sponsors the Italian national team, Roma. This is especially true in domestic volleyball matches.

The unforgettable slogan "HE WHO LOVES ME FOLLOWS ME"

Puma

Herzogenaurach (Herzogenaurach), located in Bavaria, southern Germany, at the end of the 19th century , is still an unknown town, its main economy is the traditional garment industry. However, today, it is attracting people's attention because it is the headquarters of the world-famous sporting goods company PUMA.

A local shoemaker set up his own small workshop and factory, mainly making leather boots and slippers at the beginning. He has two sons: elder brother RUDOLF DASSLER (Rudolf Dassler) and younger brother. ADOLF DASSLER also worked in the factory. In 1924, when the two brothers grew up, they inherited their father's business and invented wooden nails for nailing leather bags under the soles of leather boots to prevent slipping. Unexpectedly, Popular; in that era, the German people loved football and their enthusiasm for football was unparalleled in the world, and players also demanded good sneakers, so making running and kicking shoes became their direction. As the company grew, the brothers had conflicts. In 1948, they decided to separate. The elder brother established PUMA, and the younger brother established Adidas.

REEBOK

After Reebok's publicity campaign suffered a setback, Reebok decided to rebrand and open a new store, launching its concept of "using high technology to produce products with superior performance". Its new logo is tailor-made to match this concept, with only slight changes based on the two straps on both sides of the original Reebok sneakers and their intersection. This is the graphic that everyone often sees now. Its original trademark with the British Union Jack remains as the official logo of its classic series and company.

In 1895, Reebok founder Joseph ． Foster, a British sprint enthusiast, wanted to have a pair of spiked running shoes. However, due to his lack of financial resources at the time, he made a pair of "Foster Running Shoes" named after himself. .

In 1900, Foster further improved his technology and established his own business, providing handmade running shoes to local sports enthusiasts. The news spread widely, and the running shoes were generally accepted and dominated the market. Leadership, this "Foster" spike has brought historic changes to sprinting and has been used for 50 years.

In 1904, Foster spikes helped Everschute reach the peak of his career. In 1908, he set three world records in the Glasgow competition. Foster inflatable running shoes gave The Olympics and professional sports brought great promotion, and Foster developed self-test charts to provide optimal comfort for runners.

In 1933, Foster Sr. died, leaving his career to his two sons: James and Joan.

In 1938, Thomas participated in the Australian national competition and set the 100-yard and 220-yard records wearing Foster spikes.

In 1958, as time went by, Foster's company continued to expand and develop into other areas of sports. Foster's grandson also joined the company, and together with other family members, Continue to create more comfortable sneakers for elite athletes, and focus on designing lighter sneakers to improve athlete performance. The founder's other two grandsons, Joseph and Jeffrey, returned to Burton, England and developed the company after serving in the military. They established a comprehensive company based on themselves, initially called McCurry Football Shoe Company, and later named Reebok (African Antelope).

In 1979, Paul Foreman, an American outdoor equipment operator I took a fancy to Reebok at an international exhibition and eventually obtained the operating rights of Reebok in North America.

umbro

UMBRO, an internationally renowned brand with an 80-year history, is a British football apparel manufacturer founded in 1924 by Humphreys, UK. Founded by brothers. The brothers combined the five English letters in their English name (HUMPHREY BROTHERS) to form the word UMBRO, and then added a diamond double rhombus pattern to become the registered trademark of UMBRO today.

UMBRO first manufactured sportswear. Later, due to the needs of the times, it was changed to a military uniform series. Now it has begun to transform into sportswear. The edges and corners of its graphics make people seem to feel a kind of hardness and strength that belongs to the military. It is neat and tidy, and its diamond design makes people not ignore the precious and heavy texture of this brand. It is a sponsor of the England national football team and Manchester United. Mike Owen's favorite.

In the course of Umbro's growth, it has accompanied many green teams to win World Cup honors, including the 1966 World Cup champion England team. The same year was also Umbro's most glorious historical moment. At that time, it entered In the last 16 teams, 15 teams wore Umbro jerseys. With a history of more than 70 years, Umbro has been developing steadily with the brand concept of focusing on football. It has now become a world-famous supplier of professional football clothing and equipment, providing all football-related equipment.

Lotto

Origined in Italy in 1970, Lotto has always occupied an important position in the football field. Its technical content, brand influence and financial strength are no less than other brands in Europe.

In the 1990s, lotto entered the Chinese market, but its so-called entry was only through the agencies opened across the country by Hong Kong Junxing Trading Co., Ltd., the general agent in Greater China. There is no advertising support at all, and consumers’ understanding of the product only stops at the POP at the terminal point of sale and the recommendation of the store clerk.

In 2000, Hong Kong Junxing Trading Co., Ltd. started from Guangzhou and began to spread and promote lotto. It wanted to occupy the commanding heights of the market and achieve the purpose of nationwide promotion by entering Guangzhou.

DIADORA

Founded in 1948, near Montebello, Italy, an area known as the "Silicon Valley" of sports shoes. Like other local companies, it The fledgling product line also consisted of mountaineering and walking shoes, which were the prototypes of what would later be called mountaineering boots and ski boots.

The ensuing technological progress and diversification of sports have also changed DIADORA's product concept; this has also resulted in a series of classic DIADORA products following its world-famous ski boots and casual shoes.

Beginning in the 1970s and 1980s, world football and tennis were branded with the DIADORA logo respectively. A new marketing strategy began to grow during this period, which directly led to many of the most popular champions becoming DIADORA spokesperson.

Since then, all DIADORA series products have demonstrated the most charming matches, exciting penalty kicks and overtime games to the public. The first DIADORA brand spokesperson to win the championship was Martin Mulligan, followed by tennis stars Guillermo Vilas, Bjorn Borg, and football stars Bettega, Cabrini, Zico... While the brand has risen to an unexpected height under the leadership of Borg, the Azzurri (Italian national team) will continue to wear DIADORA products to fight for honor in the next few years. Now, it is Robert Baggio, Christian Vieri, and the passionate yellow and red Serie A powerhouse Roma who present us with this excellence.

At the same time, sponsorship activities also began to take root in the fields of track and field, cycling, Formula One and basketball, where great stars, top players and world champions wore DIADORA products to compete. . All this was the beginning of the company's sponsorship of sports, and eventually covered all areas, pushing the brand's success to a level that was difficult to achieve.

In order to enhance DIADORA's ability as the main sponsor of these top male and female athletes, the company began to establish a research and development center composed of footwear engineers and began cooperation with the Bioengineering Center of the Milan Polytechnic. , this then-leading team was later joined by plastic surgeons. These first scientific and technical collaborations also highlight the environment in which DIADORA footwear is designed and developed, and the resulting advantages are integrated into the design of the footwear, making the brand even more outstanding in the market.

fila

The fila sporting goods company in Rome, Italy hired a Japanese designer in 1972 to design the trademark for fila. So the trademark with the letter "f" as the main element came out, and was greatly appreciated by Fila's Italian boss. This "f" letter is very creative, using beautiful and plump geometric patterns, with a strong artistic beauty, which is consistent with Italy's long-standing artistic atmosphere. Therefore, to this day, fila still has no plans to change its trademark.

ASICS

This is the new concept trademark after the replacement of ASICS in 1993. It adds a Greek-style European color to the original basis, crowning the Latin letter "α" with the lowercase letter asics. The Latin letter α (alpha) has its origins. After processing by the designer, this α became a spiral radiator, representing the speed of movement (the "alpha" particles in matter) and dynamics. To further extend the meaning of the trademark, it uses the cosmic sense of the "vortex starry sky" to represent ASICS's potential development capabilities into the 21st century, as well as its corporate spirit of continuous breakthroughs and improvements to maintain its "A" level. .

MIZUNO

One of the world's leading Japanese sports brands, serving various sports events

Founded in 1906, it mainly produces and operates sports products. Mizuno Corporation of Japan has been recognized by the International Olympic Committee as a sponsor of the Olympic Games. Shanghai Mizuno Co., Ltd. is one of the major production bases in Asia. It has three factories for garments, baseball gloves and golf clubs, as well as a domestic sales department responsible for the operation and sales of the Chinese market. A complete set of imported Japanese equipment, technology and management mechanisms. It produces and processes products for export, and at the same time relies on Japanese technology to continuously strengthen the development and market expansion of domestic products.

MIZUNO has a complete range of products, covering almost all major sports. Product development is based on extensive scientific research to ensure that sports are more comfortable and safer. At the same time, we firmly believe that only by combining technology with human sensibility can we create perfect quality. While expanding the product range, we continue to adopt new technologies, develop new products, and enhance product functionality to meet the needs of today's market. Quality control of excellence is the foundation of MIZUNO products.

CONVERSE

In 1908, Moore Converse of the United States founded a professional basketball shoe manufacturing factory in Springfield, Massachusetts, and CONVER ALL SATAR was born. In 1917, ALL START canvas shoes were officially launched. With their wild and uninhibited design, they became popular all over the world and became an instant success. In 1923, it became a famous trademark with the autograph of CHVCK TAYLOR, a basketball star with athletic talent and eloquence. ALL START canvas shoes, which combine retro, fashion and environmental protection, are a spiritual symbol of American culture. With their free and unconstrained wearing style, they have become a loyal choice for young people pursuing their own fashion.

So far, Converse has a fixed image in people’s minds. However, in 1989, some adjustments and changes were made to the original trademark: the "star" in the box was placed in the middle of the letter "o", the box was removed, and a new color was adopted - patone485c - A passionate red.

In addition, the company retains other trademarks such as retail outlets with "star" emblems, "cons" sneakers, and circular seals with "star" and converse to represent all-star basketball shoes. Because to a certain extent, converse represents tradition, authority and the United States.

CHAMPION

"Champion"——champion is the first manufacturer of sportswear. It has an indissoluble bond with the American sports industry. Brands like "Converse" and "C" have been around since there were sports competitions in the United States. The trademark with the word C and the classic design of red, blue and white has been around for a long time. Its origin can no longer be traced, but it will continue to be used because it is the embodiment of sports and is part of the history of American sports.