If you want to say that expensive and rare sneakers like AJ worth three to five thousand or ten to twenty thousand can make scalpers make money, there are objective conditions.
However, the maximum price of the limited edition of Adidas Shen Huan’s championship is only 199 US dollars, and the lowest price is 99 US dollars.
It only costs about 700-1400 when converted into RMB. Several brands in China have basketball shoes at this price.
However, it is a miracle that such a pair of mid-priced basketball shoes can be sold at such a markup!
This also fully proves how powerful Shen Huan’s market appeal is.
Companies such as Pepsi-Cola and McDonald's have already started new advertisements during this period, and even have product sales endorsed by Shen Huan.
For example, VISA's third credit card with the image of Shen Huan has more than 2 million card applications in South America, and its performance has greatly increased.
What about Adidas
Apart from airing Shen Huan advertisements and posting Shen Huan posters, they have no actual Shen Huan related products for sale.
It's certainly not that they don't want to make money.
But Adidas was not ready.
Now that they are looking for Shen Huan, they already have a plan and are ready to invite Shen Huan to discuss it.
As the advertiser with the most sincere attitude towards Shen Huan, Shen Huan should certainly pay attention to it.
They give you 30 million US dollars in endorsement fees every year, how can you not take it seriously
In the Adidas office building in Huajing, Shen Huan saw an old acquaintance.
"Hey, Mr. Vatnad, why are you here too?" The young man shook hands with him enthusiastically.
"Haha, of course I'm here to congratulate you on returning to the NBA!" Wattnad smiled like an old chrysanthemum.
Wattnad is the general manager of Adidas North America. He also made a huge bet. He signed a lifetime contract with Shen Huan even though he knew that Shen Huan would never play NBA basketball again.
This decision risked everything for Vatnad at the time.
He originally thought that it would take two or three years before everyone could see the results of this decision. At least Adidas would not lose money and its market share in China could grow steadily.
What I never expected was that in just the first month of signing the contract, Shen Huan brought more than 1.5 billion US dollars to Adidas with the launch of two T-shirts and one pair of sneakers in just two or three years. Sales revenue and profits directly exceeded 300 million US dollars.
In this way, Shen Huan's ten-year signing fee has been earned.
The following 8 million pairs of championship-winning sneakers were sold out quickly again, which completely left Adidas without any doubts.
Even if Shen Huan's terrifying influence is only for one year, the lifetime contract given by Adidas is already a huge profit.
And then there was the second time that I never expected.
Kobe and Iverson didn't know what words they used to move Shen Huan. Shen Huan announced that he would play another playoff season. Adidas' joy cannot be described as joy.
The moment the news was confirmed, the entire Adidas headquarters in Germany was in a state of excitement.
They also lit fireworks for two hours, which could be seen clearly for miles around.
As long as Shen Huan plays in the NBA, it represents money and interests.
With a superstar like Shen Huan, Adidas has already surpassed all current stars from Nike and AJ.
Unless Boss Joe comes back again, no star can compare in influence with those around him.
Therefore, even if Shen Huan only plays in the NBA for 2 months, Shen Huan can still help Adidas increase sales by at least 10 billion US dollars in the next two years.
Yes at least!
So one can imagine how positive Adidas’ attitude is this time.
It was not surprising that Wattnad appeared in front of Shen Huan again and discussed new cooperation matters with him in person.
Also in the office with Wattnad was Feng Yushou, President of Adidas China.
Feng Yushou's status in Adidas was originally only one level lower than Wattanad, and the future development potential of the Chinese market is even better than that of North America.
As a result, Vatnad got lucky and signed Shen Huan, so Vatnad has become the global vice president, which is of course a higher level.
However, Feng Yushou didn't have much entanglement. Shen Huan was right in front of him. If there was any cooperation in the future, wouldn't it be natural for him to have a lot of contact with him and establish a friendship
At that time, I could also try the position of global vice president!
The three of them sat down, and Vatnad also followed the German rigor and got down to business as soon as he came up.
"Shen Huan, that's it." Wattnad said, "Aren't we going to launch 1 million pairs of 'Shen Huan's Championship Limited Edition' sneakers by the end of the year? Now there are some changes."
"Oh? Isn't it going to be launched?" Shen Huan said subconsciously.
He had already considered this issue.
The "Shen Huan Championship Limited Edition" sneakers were originally released to commemorate Shen Huan's only NBA season and unique championship.
The price of this sneaker is very expensive, ranging from 399 to 699 US dollars. It is definitely a high-end sneaker.
Only AJ's single model of sneakers commemorating Jordan has sold 1 million units, and none of the other stars can.
Shen Huan is the second one.
If Shen Huan does not return to the NBA, then this pair of sneakers will definitely become a classic souvenir and will definitely be snapped up.
But now that Shen Huan has to return to the NBA to play, it seems a bit embarrassing.
It would not be incomprehensible if Adidas cancels this plan.
"No, no, no, how is it possible?" Watnad laughed dumbly, "How is it possible to cancel? The templates have been prepared, and the first batch of trial production has even begun... This is what fans around the world are urgently calling for. We Don’t just launch 1 million pairs, 10 million pairs will do!”
"So it's going to be increased!" Shen Huan nodded slightly.
"It's not already decided. We're just here to ask for your opinion." Vatnad said: "10 million pairs is definitely impossible, but if it is increased to 3 million pairs, what about 5 million pairs? What do you think?"
No wonder Adidas wants to slap itself in the face.
Increasing the number to 3 million pairs means an increase in sales of about 10 billion, and the profit margin of this sneaker is extremely high. Adidas has no problem making three to four billion US dollars on this.
How many sporting goods companies can make annual profits of three to four billion US dollars
Let alone a product.
But they were still cautious enough to ask Shen Huan's opinion.
After all, the name is "Limited Edition", and the number of 1 million pairs is already jaw-dropping. I don't know how many people have ridiculed Adidas for being crazy about money.
Now if you increase the number to 3 million or 5 million pairs, what does that mean
I'm afraid the fans who bought it won't be too happy, right
The rarity of the "limited edition" is what makes it most worth buying!