Jordan Sells Shoes, Lin Dan Sells Underwear, Sports Stars Are Busy.

In fact, sports stars launch personal brand, Lin Dan is not "the initiator".

Jordan, Sharapova, Beckham, C Luo and so on all have their own brand names.

In 1985, Jordan worked with Nike to launch his personal brand AirJordan.

In the 30 years since its establishment, the AirJordan brand has been developing rapidly, and 30 sneakers have been launched. The signing spokesmen include Cameron Anthony, Chris Paul and so on.

According to the data compiled by SportScanInfo, the total value of basketball shoes in the United States in 2014 was 4 billion 200 million dollars, and Jordan brand occupied 58% of the market share.

Jordan brand sales are almost 10 times the sales volume of Lebron James signature shoes.

Though retired for more than ten years, the influence of Jordan, the "basketball God", remains unmatched.

Although the AirJordan brand is still a brand owned by Nike, Michael Jordan has been working hard to brand Anthony, Paul, Griffin and other spokesmen. He has tirelessly filed a lawsuit with Chinese Jordan. He has long regarded AirJordan as her own child.

On the eve of the US Open in 2012, tennis star Sharapova founded sugarpova, a personal candy brand.

Prior to the 2015 us open, Sharapova also took part in the event to celebrate the 3rd anniversary of the personal candy brand.

Over the past 3 years, the total sales of its candy brands reached 5 million packages, with revenues of more than $25 million and moving into 32 countries, including Vietnam, Lebanon and the United Arab Emirates.

Sawa worked hard to sell sugar. During the 2013 us open, she applied for the temporary change of her name to "candy PopA".

Although not changed successfully, but also made a topic, the tennis star is more like a smart businessman.

In June, Forbes's highest income list came out in 2015. Sharapova earned about 29 million 700 thousand dollars a year and became the world's highest paid female athlete for 11 years in a row.

The Russian tennis ace said the brand will launch chocolate products next.

Beckham, Sawa, super Dan and other sports stars, basically everyone has many endorsement contracts.

They rely on their own influence inside and outside the arena, making brand makers get rich.

Gradually realized that their brand value in the market of stars, naturally no longer just satisfied with the endorsement fee, their own boss will not be happy.

C Luo once said, "I like the endorsement contract, but my own project is about something I have passionate about, and I want to make them grow stronger.

The introduction of 100% of my own things is very important to me.

In addition, take Lin Dan, it launched a personal underwear brand, does not mean giving up endorsement of other brands, he still holds Yonex 100 million yuan sky high price contract.

Many celebrities who launch their personal brands are seeking double line business development. Their personal brands are mostly the areas they do not engage in by their signer, and they buy and sell fish and bear paws.

In other words, Adidas and Nike signed the basketball star Harden in August this year. (finally, Harden and Adidas reached a $13 endorsement contract in the past 13 years), it is easy to imagine the huge ability of sports stars in brand promotion and marketing.

So what are the problems faced by stars who have unquestionable soft power and the creation of personal brands?

In 2012, soccer star Beckham launched his personal underwear brand.

Beckham's personal brand is designed by its internal team, and H&M sells exclusively.

Beckham personally endorsed personal brand, half naked, shooting sexy lingerie advertisements.

For the former Armani underwear brand spokesperson, this is very familiar.

The two time the underwear advertisement has been filmed is still a topic popular among fans.

In 2014, Beckham earned $75 million, but in the analysis of assets released by Forbes, he introduced his various endorsement contracts extensively, without mentioning Beckham's personal brand revenue.

It seems that the brand of Beckham underwear has not been scale, and the money to sell clothes or not to endorse contracts has come to save worry and happiness.

In November 2013, soccer star C Luo joined the Danish sports underwear brand JBS to launch CR7, a personal underwear brand.

C Luo has great autonomy in the design and design of CR7 underwear brand. Apart from two designers from JBS studio, C Luo is also a designer of CR7 brand.

After the launch of CR7 brand, its influence rose sharply.

This result also allowed Denmark's JBS to continue to support the CR7 brand, and to give up the contract with Caroline Wozniacki, the local star, "Danish sweetheart".

In two years, C Luo has made all efforts, and CR7 brand has launched shirts, shoes and other products.

In 2014, C Lo earned $79 million, the highest paid footballer.

Its CR7 brand has also contributed, but without specific figures, it seems that it has not formed a large scale and influence.

In September 2015, C Luo jointly launched the perfume brand Legacy of Eden perfume.

C's CR7 brand is expanding, but last year he was unhappy because of his personal brand and Nike.

The reason is that CR7 has launched the sports shoes products. Nike regards C Luo as the spokesman of Nike and sells sports shoes again. This is obviously unfair competition.

Later, after consultations, C decided not to sell sneakers.

However, CR7's other footwear will continue to be sold on the market.

If the stars of personal brands do not intend to lose valuable endorsement fees or violate certain treaties of endorsement contracts, they must avoid their own brand when creating their own brands.

The brand has business overlap.

The personal brand now only launches underwear. I wonder if he has any intention of expanding. If he plans to make sportswear, he will need to consider the restriction of the contract terms of Yonex.

Judging from this Lin Dan's press conference, he did not choose to cooperate with other brands, but created his own brand independently.

There are two ways for celebrities to create personal brands. First, cooperate with big brands to launch personal brands; second, independently establish themselves as bossy presidents.

The first problem is that not all stars have enough connections, brains, and teams to create a brand from scratch and push it to the market.

Unlike the Colosseum, the powerful stars on the playing field are hard to say when they go to the mall.

The second problem is that although the name has created its own brand, whether stars can win enough independent marketing and design rights, whether the cooperative enterprises can invest in core resources need support from both sides.

If stars fail in the game, personal brands may still become the appendages of other big brands.

After the creation of "candy baby" by Sawa, it was also revealed that the business was not as good as it was at the beginning. After that, she invited a brand marketing consultant to advise her, and things improved.

The market has risks and investment needs to be cautious. For sports stars, when a boss makes a brand, it may not be as easy as winning a game.