10个NBA球星扎堆来中国，球鞋市场能否再掀热潮？

Core Viewpoint - The article discusses the resurgence of basketball shoe business, highlighting the strategic marketing efforts by brands like Adidas and Under Armour, as well as the changing dynamics in the sneaker market due to evolving consumer preferences and competition from running shoe brands [3][4][12]. Group 1: Brand Activities and Market Dynamics - Adidas has recently signed NBA stars for promotional activities in China, indicating a strong focus on leveraging celebrity endorsements for marketing [3]. - The influx of NBA players in China, including Anthony Edwards, Jalen Williams, and James Harden, reflects a trend where sports brands are actively engaging with local markets to boost sales [3][4]. - Despite claims of a declining sneaker market, major brands continue to invest heavily in basketball, as evidenced by Adidas signing a lifetime contract with Damian Lillard [6][14]. Group 2: Financial Performance and Market Trends - Adidas has seen a recovery in its performance, with a renewed focus on basketball, which was once a significant revenue driver for the brand [6]. - Under Armour's revenue grew from $2.33 billion in 2013 to $5.7 billion in 2021, showcasing the potential profitability of basketball shoes when associated with star athletes like Stephen Curry [6]. - The Jordan brand under Nike has shown impressive revenue growth, reaching $6.6 billion in 2023, indicating the lucrative nature of basketball shoe marketing [8][9]. Group 3: Market Challenges and Consumer Behavior - Recent reports indicate a cooling off in the sneaker resale market, with only 47% of sneakers selling above retail price in 2024, down from 58% in 2020 [11]. - The decline in sneaker trading activity is attributed to broader changes in consumer habits and the economic environment, with a shift towards running shoes due to the popularity of marathons [12][13]. - Industry insiders believe that while the market may be cooling, basketball shoes remain a critical segment for brands, as they represent high-end positioning and technological innovation [16].