Group 1 - Adidas has signed NBA star Anthony Edwards for his first promotional tour in China, following previous visits by other NBA players, indicating a strong push in marketing and brand engagement in the Chinese market [2] - The influx of NBA stars to China is part of a broader strategy by sports brands like Adidas, Li Ning, and Under Armour to leverage celebrity endorsements for new product launches and to connect with local fans [2] - Despite claims that the sneaker market is declining, major sports brands continue to invest heavily in basketball, suggesting confidence in the long-term viability of this segment [2][4] Group 2 - Adidas has recently signed a lifetime contract with NBA star Damian Lillard, highlighting the brand's commitment to basketball and its strategy to secure long-term partnerships with key athletes [4] - The basketball business for Adidas saw significant success in the 1980s and 1990s, but the brand is now focused on identifying new star players to maintain its market presence [4] - Under Armour has successfully built its basketball brand around Stephen Curry, demonstrating the potential for growth through strategic athlete partnerships [4] Group 3 - The sneaker market has experienced a cooling trend, with only 47% of sneakers on the StockX platform expected to sell above retail price in 2024, down from 58% in 2020, indicating a shift in consumer behavior [8] - The rise of marathon running has led to increased competition from new brands like ON and HOKA, prompting traditional brands to diversify their offerings towards running shoes [9] - Despite the market cooling, basketball shoes remain a crucial segment for sports brands, with companies like Li Ning emphasizing the importance of basketball in their overall strategy [9][11] Group 4 - High-end basketball shoes are viewed as a premium segment within the sneaker market, representing the pinnacle of technology and trendsetting in athletic footwear [11] - The era of extreme sneaker speculation may be over, leading to more rational pricing and increased accessibility for consumers, provided that brands continue to innovate and offer attractive products [11]

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].

Core Viewpoint - The sneaker market is experiencing a complex dynamic, with both opportunities and challenges as sports brands engage in high-profile marketing activities and face changing consumer behaviors [4][11][14]. Group 1: Market Dynamics - Adidas has recently signed NBA stars for promotional activities in China, indicating a strategic push to revitalize its basketball business [1][5]. - The sneaker market has seen a decline in trading heat, with only 47% of sneakers on Stock X expected to sell above retail price in 2024, down from 58% in 2020 [11][12]. - The rise of marathon running has shifted consumer interest towards running shoes, impacting traditional basketball shoe sales [14]. Group 2: Brand Strategies - Adidas has signed a lifetime contract with NBA star Damian Lillard, highlighting its commitment to basketball and the potential for long-term brand loyalty [5][6]. - Under Armour has successfully leveraged Stephen Curry's popularity to build its basketball brand, with revenue growth from $2.99 billion in 2013 to $5.7 billion in 2021 [6][8]. - Local brand Li Ning has also emphasized the importance of basketball in its product strategy, despite external challenges [14][16]. Group 3: Consumer Behavior - The sneaker market's cooling trend is attributed to changing consumer habits and a shift in the overall economic environment [12][13]. - High-end basketball shoes are still seen as a premium product, with brands continuing to invest in this segment despite market fluctuations [16]. - The era of extreme sneaker speculation may be over, leading to more rational pricing and broader accessibility for consumers [16].