Participants of Adidas Century Park’s night races often noticed that Nike’s “Don’t believe in the limits†posters were on the bus stops along the way. Participants at the Nike’s home on the Bund Peninsula also avoided the Adidas’s seconds. You're advertising along the street.
On August 5th, Nike bagged two boats on the Huangpu River in Shanghai, and more than a dozen people were on the NRC night run. On the 11th floor of the peninsula’s Peninsula Hotel, the 3v3 match of the Rise Academy Basketball Camp is under way; the round terrace on the apron is a Nike+ Training Club (NTC) course. In addition, there is an innovative exhibition room for display products, Nike custom workshops for customizing services, SNKRS ON (sport shoes) salon, and Nike Sportswear's senior shoes design. Ben Yun made a special trip from Portland to chat with several shoe collectors.
This is the first day of Nike's "17-day unbelievable journey to extremes" in Shanghai. By August 21st, they will hold 400 free sports events in more than 60 locations in Shanghai, including running, training and basketball.
Also during this period, Adidas built a 4,500-square-meter indoor venue in Shanghai Century Park from scratch, and conducted a series of “summer training†experience events from July 24th to August 22nd.
This indoor space has various sports experience venues such as football, basketball, running and cycling. Two weeks ago, Peng Yuzheng, Jiang Jinfu, and Zhang Lanxin and other stars came here to kick off the "summer training nation" campaign.
From the point of view of the choice of activity time, Nike is undoubtedly taking advantage of the Olympic Games. Adidas became the official supplier for the first time since Adidas monopolized the position of Olympic sponsors for three consecutive years. Nowadays people who need to ambush marketing become Adidas. The latter chose the opening time on July 24th, more like the opportunity of Manchester United to come to Shanghai to participate in the International Champions Cup. The day before the opening, Adidas held the new home team uniform release ceremony in the newly built stadium in Century Park. Mourinho also led the team to display the team uniform. The one-month event also happens to cover the entire period of the Rio Olympic Games.
The huge stadium gave Addi more room to play. Games such as running the Guinness Book of Records with weights, football reels, FIFA games, and high arm-length testing are more likely to give consumers a reason to come. The most popular is the familiar fresh-squeezed orange juice vending machine on the Shanghai subway. In 1 minute, it will complete a one-kilometer in-place cycling and change one cup of two pure orange juices. Most of us are willing.
On the evening of last week, there was an urban triathlon training: 30 minutes of indoor spinning, 5 km of outdoor night running, and the last 20 minutes of yoga class. 100 participants wearing Adi equipment overstretched their strength and lying on a yoga mat was somewhat unprepared. In addition, the Young Pioneer Day on August 14th and the large-scale events of August 21st that are mainly for girls will also be held in this venue.
The extensive involvement of these activities for various groups, plus the venue's focus on fun experiences and celebrity events, and the only entry portal for Adi is the setting of its WeChat account, which clearly reflects its target audience. Actually, the daily admission attendees were revealed by the staff as mainly students, children and the elderly. They are more like looking for a place for summer than for sports.
Nike’s 17-day event is more like a packaging upgrade for Nike+ Running Club (NRC) and Nike+ Training Club (NTC) on weekdays. After upgrading the NTC curriculum this spring and joining the children's version of “playing out†parent-child activities, the entire offline activity has expanded to an unprecedented degree.
In peacetime activities, Nike will use the official website as an entry point. Participants can directly select the event and enter the e-mail and mobile number to register.
The only difference in the 400 intensive activities may be the location. You may be running at the Shanghai Stadium or the Suzhou River. You may also train at the Kerry Hotel Pudong Fitness Center or you may come to Locke Basketball Park for practice. In addition, a fleet of dozens of black trucks travels back and forth at various venues every day to facilitate the transportation of supplies. Each side of the car is also accompanied by a display panel with an unbelievable color matching series.
According to our observations on August 3 and 5, the number of Nike's NRC participants varies greatly depending on the types of running. For example, smaller-scale ready-to-run runs involve about 30 people per field, while larger-scale endurance runs are involved. Can reach nearly 100 people. On average, if there are 50 people involved in each activity, then Nike’s 17-day activity can cover about 20,000 people. Even if you lose participants, it is a considerable number. Adi's Energy Night Running Group and the Weekend Running College are similar to Nike's, but they are also about 50 people per game.
Compared to Nike's "not trusting the limits," it sounds more "professional hard core". Adi's "summer training country" is like a carnival.
Taking running as an example, Nike's NRC activities are subdivided into six types: ready to run, run together, exercise, explore, run and endurance. Adidas only has one endurance run. On the threshold, Adi’s energy night running group distance is 3 km, the minimum speed is 7 minutes per kilometer, and the lower limit of the three-day activity of the triathlon is 9 minutes. The shortest distance for Nike's endurance run is 7 kilometers, and the minimum limit for speed riders is 6 minutes and 30 seconds per km. A participant at the site who had marathon experience believed that the speed set by Nike was difficult for the general public to keep up with. "Maybe most of the decisions are made by elite runners."
In the equipment of the participants, Nike and Adi naturally occupy a large proportion, but there are also runners who wear other branded products. Based on the availability of running shoes and free jerseys on both sides, it is also difficult to accurately determine the percentage of participants who truly belong to Nike or Adidas.
However, the organizers did not seem to care about this. They valued something else more.
Colin Currie, Managing Director of Greater China at Adidas Group, said that the "summer training nationship" campaign is a manifestation of "a determination to deepen the Chinese market," and it is also aimed at "inspiring the public's love of sports and fostering an active lifestyle." ". Huang Xiangyan, a former senior communications director at Nike Greater China, also referred to this kind of market culture for building sports culture as “a return that cannot be seen but must be invested.†The 17 days held by the Rio Olympics may be the best time for such investments in the past four years and the next four years.
By the end of the Olympics, both sides' offline running activities will be reduced to about three to four times a week.
Picture from: smartshanghai.com
Source: Curiosity Daily
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