Why Did UA Play A Professional Runner In Mainland China?

Recently, Shanghai

Race 2016 finals men's group runner takes 33 minutes and 44 seconds to win the individual race champion at one stroke.

This is a professional sports equipment from the United States, Under Armour (Andemar), jointly leading the Chinese running APP, the first free professional running event in mainland China.

As we all know, in the NBA regular season, Stephen Currie MVP, world record holder Michael Phelps and PGA PGA professional golfer Jordan Spieth have become the spokesmen of Under Armour.

This year, in mainland China, why did Under Armour?

Ten million runners in China take only one scoop.

Running is the most basic form of human exercise. In recent years, it has become the most popular sport in China.

The movement.

According to data released by Nelson in early 2016, 70% of the Chinese respondents said their favorite sport is running.

When the "running heat" rises, the "running consumption fever" goes up.

According to the 2015 China running crowd Research Report, experienced runners averaged 3.7 3746 times a year and spent about 6935 yuan on running every year.

On average, each runner spends nearly 7000 yuan a year on running expenses. I believe many people spend their money on equipment.

According to the responsible person of Under Armour, in order to open up her own "professional fan" from the Chinese runner market, Under Armour made a special 2016 UA Race finals in mainland China this year.

Among them, the professional UA running T-shirt is provided free of charge for competitors.

Unlike the OEM fast drying clothes provided by general events, the UA Race standard suits -- the Streaker series running short sleeved T shirts are the most expensive products in the same configuration, which is lighter than the ordinary cotton t-shirts by about 50%.

It is reported that in addition to the free UA running T-shirt, free entry, 10000 yuan UA equipment award, 10 km race and so on become the highlights of Under Armour's first offline event in China, which makes the number of enrolment all the way up.

According to the relevant person in charge of Under Armour, UA RACE is positioned as a professional race for serious runner.

In order to find a more professional runner, Under Armour first cooperated with China's running APP's running circle. "The reason why we choose the" happy circle "is that it is the best running APP in China at present. It is very serious about running, which is consistent with the brand spirit of Under Armour.

"Under Armour, director of marketing in Greater China, said Zhu Chenye.

It is reported that the participants in the individual race are recruited online from the happy circle, and from April to October this year, they have been trained online for six months.

The APP UA sports events show that the total heat of the UA Race 2016 finals is over 560 thousand.

The team competition in Beijing invited Guangzhou, Shenzhen, Chengdu, Chongqing, Nanjing and Hangzhou to compete with 7 speed drivers, plus 10 team runners, including the UA team and the Yuet running team.

According to people familiar with the situation, there are many elite runners, including the four winners of the Hangzhou marathon, the 2015 runner up Jiangxi Xinyu international marathon runner, the first runner in China and many three minute super fast runners.

"Under Armour to build UA Race" is not only the day of the finals, but also the long-term training and professional support.

Zhu Chenye said, "we hope that runners can overcome themselves and constantly challenge their limits.

"

It is understood that from April this year, Under Armour began preparations for the UA Race 2016 finals.

For half a year, the runner team covered China's second tier cities, focused on elite runners, focused on challenges and training, and chose partners who only focus on running. This is a continuation of Under Armour focus on professional thinking.

"Under Armour will make UA Race a long-term IP event, making it a communication platform for professional runners.

Zhu stressed that

Professional, professional or professional?

Since its establishment in 1996, Under Armour has specialized in manufacturing equipment for professional sportsmen rather than "clothing", which gives birth to a highly professional product and brand positioning.

In the first 10 years, Under Armour was focused on one thing: sweaty and breathable T-shirt products.

Unlike Nike, which tends to make sports products more fashionable, Under Armour is not eager to sell its products through mass marketing to the general public. Instead, it chooses to cultivate professional sports channels.

"If you want to buy a sportswear, please choose Nike.

"Under Armour founder and CEO Kevin Plank (Kevin Plank)" said, "if you want to have a professional equipment to enhance combat effectiveness, please select Under Armour.

"

In recent years, Under Armour has developed rapidly.

In 2015, the total revenue of Under Armour amounted to 39.633 billion US dollars, up nearly 30% over the previous year.

The popularity of the product has made it the second largest sports shoe and garment company in the US market, and is directly under the influence of Nike.

This 20 year old sports brand has really become a dark horse in the American sports market.