Core Insights - The article highlights the increasing popularity of campus sports events, driven by both policy support and the demand from youth, particularly the Z generation [6][9] - Major sports brands are actively sponsoring campus sports events, establishing deep connections with educational institutions to enhance brand loyalty among students [4][8] Group 1: Campus Sports Events - The 2025CURA National Relay Finals recently took place, featuring 42 universities, showcasing the growing trend of campus sports events [4] - The implementation of the "Student Physical Fitness Plan" has led to a significant increase in sports participation among university students, with 85% meeting weekly exercise standards [7] - Over 60% of university students actively follow campus sports events, indicating a strong interest in athletic activities [7] Group 2: Brand Involvement - Adidas has initiated the China University Student Road Running League, with over 40 universities participating and more than 40,000 student participants in various running events [8] - Other brands like Nike, Under Armour, Anta, and Xtep are also entering the campus market through sponsorships and partnerships with university sports events [8][10] - The competition for the Z generation as a consumer base is intensifying, with the annual consumption scale of university students projected to reach approximately 850 billion yuan in 2024 [9] Group 3: Future Trends - The article predicts that more sports brands will invest in youth and campus sports in the near future, recognizing the potential of this demographic [8] - The sponsorship model is evolving from a simple "event + sponsorship" to a more integrated ecosystem involving universities, brands, media, and technology companies [10][11] - This collaborative approach aims to create sustainable sports IPs, enhancing the overall value of campus sports events and addressing funding and resource challenges [11]

Core Insights - The popularity of college sports events is on the rise, driven by policy support and the demand from youth [4][6] - Sports brands are increasingly sponsoring college sports events and engaging in collaborative projects with educational institutions [3][4][9] Group 1: Market Trends - The "Student Physical Fitness Strengthening Plan" has led to a significant increase in college sports participation, with over 85% of students meeting weekly exercise standards [4] - Adidas has organized over 10,000 running events in collaboration with more than 40 universities, engaging over 300,000 students in the past two years [4][8] - The annual consumption scale of college students in China is estimated to be around 850 billion yuan, indicating a substantial market potential [7] Group 2: Brand Strategies - Major sports brands like Nike, Under Armour, and Anta are actively entering the campus market through sponsorships and partnerships [4][5][8] - Nike focuses on college running events to reach a large student runner demographic, while Under Armour has partnered with the Asian University Basketball League [4][5] - The collaboration between brands and universities is evolving into an ecosystem involving media and technology companies, enhancing the sustainability of college sports events [8][9] Group 3: Consumer Behavior - Generation Z is becoming a significant consumer group, with a strong interest in sports and fitness, as well as a desire for personalized and social experiences [3][7] - College sports events serve as a platform for young people to express themselves and build connections, providing brands with valuable engagement opportunities [7][9] - The integration of sports brands into college culture is seen as a way to foster brand loyalty that extends into students' professional lives [3][6]

最近，全运会圆满闭幕了！ 这场在粤港澳大湾区举办的体育盛会，是史上规模最大、承办城市最多的一届，更在传播端交出了亮眼成绩单：全网相关报道点击量突破411亿，开闭幕 式累计吸引近2亿人次观看，连吉祥物"大湾鸡"也火出圈，成了全民爱用的表情包主角。 赛场内运动员奋力拼搏的同时，赛场外的品牌较量同样精彩。在这场流量盛宴中，有哪些创意营销呢？品牌又是如何借助体育IP实现从"曝光"到"共鸣"的 价值跃迁呢？ 网络图片：全运会闭幕式 官方品牌的创新突围 作为赛事官方合作伙伴，头部品牌正突破传统的权益营销思维，转向更深度的用户价值创造。 咪咕：从"转播者"到"观赛搭子"的角色蜕变 作为官方持权转播商，中国移动咪咕完成了一次从内容渠道到"服务伙伴"的升维。其关键动作在于以技术+内容双轮驱动，构建沉浸式观赛场景： 开幕式千架无人机天幕秀打造线下事件营销峰值体验； 线上端通过AI轨迹追踪、多机位自由视角等技术，将观赛主导权交还用户； 组建奥运冠军+区域明星的解说矩阵，实现专业性与亲切感的平衡。 这种从"播什么看什么"到"怎么看由你定"的服务化转型，本质上是对用户深度陪伴需求的回应，使品牌从赛事管道进阶为体验共建方。 网络图片：咪 ...

下班后约上搭子玩转飞盘、周末打卡城市马拉松赛道、节假日背起行囊奔赴山野徒步……如今在河南，户外 运动已从昔日的小众潮流，悄然成长为大众追捧的生活新风尚。 从沿黄大堤的生态马拉松赛道到南太行的徒步秘境，从伏牛山麓的冰雪经济走廊到郑州北龙湖的时尚皮划艇 水域，户外场景不断拓展；从商场热销的专业装备，到家门口智能化升级的运动公园，配套设施日益完善； 从溯溪露营、骑行、滑雪到马拉松、铁人三项，再到VR虚拟登山、沉浸式潜水体验等新样态，运动选择愈发 多元，这个"玩"出来的市场正加速崛起。 玩出新潮流户外休闲经济焕新彩 11月的郑州CBD，一次热闹非凡的城市马拉松大赛刚刚落幕。 晨曦微露中，发令枪声划破宁静，数万名马拉松爱好者如潮水般涌出，用脚步丈量城市热情。家住郑州的马 拉松爱好者唐韬，早已把马拉松跑成了生活常态，朋友圈清晰记录着今年报名"中签"的多个城市赛事：11月 23日绍兴、11月30日昆明、12月7日赣州、12月14日福州、12月28日海口……一场场赛事串联起他的户外时 光。 11月16日凌晨5时许，唐韬带着印有"唐"字Logo的装备出发，地铁里的免费乘车福利让他倍感自豪，"家乡赛 事的细节越来越贴心"。42. ...

BEAVERTON, Ore.--(BUSINESS WIRE)--NIKE, Inc. (NYSE: NKE) plans to release its second quarter fiscal 2026 financial results on Thursday, December 18, 2025, at approximately 1:15 p.m. PT, following the close of regular stock market trading hours. Following the news release, NIKE, Inc. management will host a conference call beginning at 2:00 p.m. PT to review results. The conference call will be broadcast live over the Internet and can be accessed at https://investors.nike.com/. For those unable t. ...

Nike ( NKE ) is widely viewed as a stable, long-term dividend compounder at the center of global athletic culture. But that perception is becoming increasingly disconnected from reality. Nike is no longer the athletic innovation leader; its brand hasHello, my name is Max. When I was young, one of my dreams was to make enough money through interest to live comfortably. At 14, my father introduced me to the concept of inflation, which shattered that dream but sparked a deeper interest in investing. He taught ...

金州勇士队的比赛日，除了胜负，如今还多了一个新的看点：Stephen Curry（斯蒂芬·库里）今天会上脚哪个品牌的球鞋。 这种关注从2025年11月库里与安德玛宣布结束合作后就开始了，他脚上的鞋成了观察下一步商业动作的窗口。 11月16日，他首次以自由身亮相，热身时穿的是耐克科比6代"Mambacita"配色。到了11月19日对阵魔术，他的鞋款更是轮番上阵——从球员通道里的锐 步"Shaqnosis"，到赛前热身的耐克Air Penny 2，最后在正赛换回自己的安德玛Curry Series 7。此后，李宁韦德之道的"魔鬼鱼"配色、Air Jordan 3等也相继 出现。 球迷们干脆把这件事当成看球的保留节目，戏称库里进入了"乱穿鞋"模式，但这看似随意的轮换背后，藏着不少心思，每一次选择都像是在和场外的品牌 们打哑谜。 他选择耐克科比系列，既是对科比的致敬，也好像是在对耐克——这个他职业生涯早期曾错过的品牌的一次隔空喊话。这次选择之所以引人遐想，是因为 双方在2013年那次关键续约会议上有过一段不太愉快的往事，当时，库里结束与耐克的新秀合同，但据ESPN等媒体报道，耐克团队不仅有人念错他的名 字，PPT上甚 ...

Core Viewpoint - On Holding is adopting a full-price strategy for the holiday season, opting out of Black Friday discounts to reinforce its premium brand positioning [1][2]. Company Performance - On Holding reported Q3 net sales of 794.4 million Swiss francs ($994.3 million) and a net income of 118.9 million francs, significantly up from 30.5 million francs in the same quarter last year [4]. - The company raised its full-year sales guidance from 2.91 billion francs to 2.98 billion francs, indicating strong performance and optimism [4]. Competitive Landscape - Competitors like Adidas and Nike are engaging in early Black Friday promotions, contrasting with On's strategy [2]. - Nike anticipates a decrease in fiscal Q2 revenue and a drop in gross margins, with Q1 net income down 31% year over year [5]. - HOKA, owned by Deckers, is also promoting discounted holiday gifts, reflecting a different approach compared to On [3]. Market Trends - Deckers' brands, HOKA and UGG, saw sales increases of 11.1% and 10.1% year over year, while other brands under Deckers experienced a 26.5% decrease [7]. - Tariffs are influencing sales guidance adjustments for Nike and Deckers, as rising prices are affecting consumer purchasing behavior [8].

3 元 3 - 1 - 2025 年 11 月 23 日 本周重磅发布策略报告,挖掘新消费、看好全球制造 本期投资提示: -纺织服装行业周报 20251123 相关研究 《 澳毛价格企稳回升，全运会开幕提振户 外运动板块——纺织服装行业周报 20251116》 2025/11/16 《 10 月纺服出口承压,中美磋商利好有望 修复出口链一 -- 纺织服装行业周报 20251110》 2025/11/10 证券分析师 王立平 A0230511040052 wanqlp@swsresearch.com 求佳峰 A0230523060001 qiujf@swsresearch.com 刘佩 A0230523070002 liupei@swsresearch.com 研究支持 朱本伦 A0230125090001 zhubl@swsresearch.com 联系人 朱本伦 (8621)23297818× zhubl@swsresearch.com 申万宏源研究微信服务号 请务必仔细阅读正文之后的各项信息披露与声明 时代小 本周纺织服饰板块表现强于市场。11 月 17 日 ~ 11 月 21 日, SW 纺织服饰指数下 ...

2025年11月5日，美国最高法院举行了长达两个半小时的听证会，这场听证会几乎把特朗普推到了悬崖 边缘。这个曾依靠关税大棒横扫全球贸易的总统，这次终于碰到了棘手的问题，质疑他的不是民主党的 对手，也不是外国政府，而是他自己亲自提名的保守派大法官。实际上，特朗普这次纯粹是被自己人逼 到了火坑里。 最高法院的六位保守派大法官本来是特朗普的铁票仓，结果在听证会上，反而对他的政 策展开了毫不留情的批判，提出了尖锐的问题。这场被称为世纪辩论的较量，不仅关系到特朗普关税政 策的命运，还可能让美国财政背上万亿的债务，甚至改变全球贸易的规则。 这场听证会的戏剧性堪比 一部好莱坞大片，反转不断。特朗普原本计划亲自去旁听最高法院的辩论，并且提前宣布这是美国历史 上最重要的案件之一。然而，临近日期，特朗普突然取消了这一行程，这一决定引发了外界的猜测，认 为他可能是担心在听证会上受到反对，反而被自己人打脸。 特朗普政府的策略其实很简单：他们利用 1977年的《国际紧急经济权力法》作为盾牌，将长期存在的贸易逆差问题说成是国家紧急状态，然后对 几乎所有国家加征关税，最低10%，最高甚至达到50%。对中国的关税一度飙升至145%。然而，最 ...