Nike: The European Cup And Olympic Games Will Reverse The Situation.

By the end of last month,

The financial report of the last quarter of the 2016 fiscal year was published.

In the three months from March to May, Nike's revenue was $8 billion 240 million, up 6% from a year earlier, and net profit of $846 million, down 2% from the same year.

Nike's success has been pretty good, but in the eyes of picky analysts, it can't satisfy them.

After the announcement, Nike's stock price fell more than 15%. This is the seventh time in the first half of 1980 that Nike's share price has plunged so much.

In the whole

It is indeed unthinkable that such a market feedback can be obtained if the environment is good and the company has no scandal.

But trees catch the wind.

Nike's profit decline in the fourth quarter is an indisputable fact, and its growth rate of 6% is slightly lower than that of analysts' estimate of 9%.

This is a relatively large decline for Nike, which has maintained two digit growth every quarter.

And from the performance of each sub region, the profit drop of the North American market as a base of 12% is indeed a big surprise, which has become the most worrying thing for analysts.

Because Under Armour has become more and more powerful in the North American market, it has also made Nike feel the pressure.

But Nike executives still insist that Nike is still the most influential sport brand in North America.

Although Nike's performance in the last fiscal season is not particularly bright, it is entirely unnecessary for the sporting goods industry to worry too much, because the new financial season is likely to allow Nike to reverse the situation completely.

Because there are European cups and Olympic Games.

Of course, not only the European Cup and the Olympic Games, but the NBA finals of June have given Nike a first look.

As we all know, because of the existence of Currie, Under Armour did give Nike a lot of pressure in the North American basketball market.

According to Morgan Stanley analyst Jay Sol's investigation report, Under Armour has grabbed as many as 8% of the North American basketball market share from Nike.

Moreover, more and more people are beginning to notice this brand in basketball courts.

Imagine, if this year's NBA champion is still taken away by the warriors, then Under Armour will undoubtedly give Nike a head-on blow.

Fortunately, none of this has happened.

The Cavalier reversed the success in desperation, which greatly relieved Nike.

At the end of the series of games, Nike quickly got on the shelves. James's Nike LeBron Soldier 10, which is in the competition, can be imagined that this will trigger a panic buying rush.

And on the second day of the Knights' winning, Nike's sales of basketball shoes increased by 2%, which also stopped Nike's sales of shoes for a long time.

Apart from James's war boots, Erwin also made a great contribution to the victory of this conference.

In addition, before the European Cup ended, the heat of the Centennial cup was dispersed.

The most talked about fans are of course the topic of Messi's withdrawal from the national team. However, there is one fact that can not be changed. Chile has reached the top of this commemorative Centennial cup after winning the Copa America Cup last year.

This also has to admit more people. Now South American football, apart from Brazil, Argentina and Uruguay, this golden age led by the gold generation is positive and even overwhelming.

Here we have to praise Nike's unique vision.

In fact, at the awarding ceremony of the Copa America last year, the Chilean players also wore Puma robes, but after that, Nike replaced Puma as the New Jersey partner of the Chilean National team.

Only a year later, Nike's investment saw a return.

Especially if it can win the direct competition with the old rival Adidas, I am afraid that nothing can make Nike managers happier than this.

Speaking of Nike and

The battle against the fiercest battleground is undoubtedly the European Cup.

To be honest, it is not easy for Nike to beat Adidas in the European Cup.

As the official partner of UEFA, Adidas's brand equity is fully displayed on the sidelines, and Adidas is also the official supplier of the game ball, which is difficult for Nike to match.

In addition, Adidas also provided a sponsorship for 9 teams, which is more than Nike's 6 and Puma's 5.

However, the final result is not to win by quantity. This time Nike staged another good play with fewer wins.

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The European Cup may be slightly discounted in the competition, but the topic of this tournament is definitely enough to go down in history.

From the early stage of the event, the fan riots frequently occurred to Welsh and Iceland, the two big black horses were killed in the upper and lower half. The European Cup was never short of topics and stories. Obviously, Nike, who was unwilling to be lonely, also wanted to add a pen.

Many of the topics related to this Nordic Legion were boarded by the Iceland team, and even for a while, Iceland became almost synonymous with the French European Cup.

Viking wars roared, and their sponsors Errea beauty.

However, as the war gradually ended, everything returned to orthodoxy.

The last four teams are Portugal, Welsh, Germany and host France. They are still the world of Adidas and Nike, and nothing new.

What's interesting is that the semi-final showdown is a direct contest between Adidas and Nike. It looks as if the two major sports brands are in the middle of the finals.

However, the result is absolutely bitter for Adidas, because the battle has not ended yet, they have already been defeated.

Portugal and France joined the finals, making this European summit a veritable Nike civil war.

And even if Adidas sponsors the largest number of teams, in the end, it can only be a waste of water. The trend is doomed to be robbed by Nike.

In addition to losing everything on the Jersey, Adidas played a supporting role in the match of the stars.

Portugal failed to win the first time to win the Delux cup, and C Lo had only been injured for 25 minutes, but this did not prevent him from becoming the focus of the competition.

After the game, C Luo updated the social media in a timely fashion, and he did not forget to promote Nike.

In contrast, Pogba's performance in the whole event was mediocre. Even in France, more focus was focused on two Puma spokesmen glenzman and Jilu.

Adidas's European Cup is really hurt.

To be able to laugh at the end of this European Cup is also a great reward for Nike's years of hard work in the football market.

At the national football team level, Nike maintains a long-term cooperative relationship with Portugal and Holland top two. Both France and England are called Nike new troops.

In 2011, Nike replaced Adidas as the new sponsor of the French national team, while the England team gave up UMBRO in 2013 for many years before switching to Nike.

This series of actions only let Nike have the opportunity to challenge Adidas in football.

Nike's victory in the European Cup is indeed gratifying. It may bring them a kind of thrill.

But the big picture is still behind. Next month's Rio, Nike will still be looking forward to it.

Because of the complexity of the competition, the Olympic Games are the stage of many brands, and no one can really play the leading role.

But Nike obviously doesn't think so.

Four years ago, Nike won the sponsorship of the Rio Olympic supplier. This is the first time Nike has been an Olympic supplier since the Sydney Olympics.

Before the three Olympic Games in Athens, Beijing and London, all the sponsors were Adidas.

It is conceivable that the ultimate guide to Nike's victory is inevitably those aces and trump cards.

With the Russian delegation suffering from the problem of doping, the Sino US dispute will become the main keynote of Rio Olympic Games.

This also gives Nike great room to play.

The two Chinese and American sports teams are provided by Nike, including the most attractive men's basketball and track and field.

In addition, the Nike Legion also hosts Brazil's killer weapon.

Although Adidas is still playing the leading role in football, Nike will undoubtedly become the most exposed sports brand from the global perspective.

Predictably, in the NBA finals, the Centennial Americas Cup, the European Cup and the Olympic Games collective stimulation, Nike will be slightly depressed before the new financial season can be swept away.

As Nike CEO Mark Parker said, every world-class event is Nike's chance to throw off its rivals.

Now, everything is running on Nike's orbit.