Co-branding with well-known IP is a major trend in brand innovation. As a leading brand in the domestic sports field, Anta has done a good job in this area and it is worth learning. On November 10th, the new Iron Man series shoes jointly launched by ANTA Sports and Marvel opened the offline sales in Anta Shanghai Yuyuan Store. Designer Xiao Xiao and artist Wang Zhiwei appeared at the sales conference to share the design ideas and original intentions. The limited-edition shoes are sold out within half an hour of sale, and the scene of the scene is hot.
It is reported that this series of shoes was officially unveiled in the “Marvel Inspiration Show” not long ago. The performance of the show was quite eye-catching. It was highly anticipated by Marvel fans. The limited sale was a big surprise for fans celebrity dresses.
Feelings on the feet, culture, the iron man does not say goodbye
The new Iron Man series shoes are designed by world-renowned industrial designer Shi Xiaotong, and combined with the popular artist Wang Zhiwei to transform the shoes into exclusive Iron Man helmets, which can be described as full of highlights.
Shi Xiaotong was the first Chinese designer to win the world’s top four design awards, Red Dot Design, IF Design, IDEA and G-mark Best100. He has a number of design and invention patents in technology, furniture and sports. There are outstanding design works in many fields such as fashion. At the scene of the sale, Shi Xiaoyu introduced the design inspiration of the new shoes of the Iron Man series, “Desperate” and “Reverse Attack”. In his opinion, Iron Man is a mortal hero, the most legendary of his story. It is the battle shirt that shows the superb future technology. This symbol of the core technology of Stark Industrial has become the inspiration for this design. The shaping of the sense of science and technology has not only been intuitively presented in the overall shoe type. In terms of performance, the Anta A-PROOO cushioning technology equipped with two pairs of shoes has a superior rebound and cushioning effect, which is enough to support the technical temperament of Iron Man. . From the visual language, the red, yellow and black classic color, the futuristic frame line, the energy ring element, the “I AM IRON MAN” detail on the strap, the “STARK” signature on the shoe body, every detail can be triggered by the fans. Emotional resonance. The naming of “desperate” and “reverse attack” also closely linked the fate of the Iron Man character to the shoes.
Another highlight of the sale was the artist Wang Zhiwei and his Iron Man helmet tailored for the shoe. Making the sneakers into masks is Wang Zhisheng’s unique artistic expression and his alternative interpretation of the trend culture. This time, he made Anta’s new Iron Man series shoes into a helmet. The highly restored appearance is ingeniously matched with the material of the sneakers. The bright eyes are even more stunning. This cross-border extension has made the Iron Man series shoes more sneaker culture.
Excellent design and innovative marketing have laid a good reputation for the new series of shoes. At the sales meeting, many senior Sneaker and Marvel fans have praised the new shoes that they have grabbed. It is understood that this Iron Man’s joint series not only has shoes, but also joint clothing. On the same day, at noon on the 10th, Olympic champion Zhang Jike appeared in the Iron Man series of war suits in Zhengzhou, and was warmly welcomed by fans.
The IP economy is in the limelight, but the famous products that are famous and wasteful of emotions abound. Really winning consumers’ love must be a good design with sincerity and temperature. IP emotions are just a stepping stone, and product quality is the last word. Whether it’s the 2018 Marvel Heroes theme color SEEED running shoes or the latest Iron Man series shoes, Anta is using the heart-warming design in exchange for the customer’s sincerity and desire to buy.
In recent years, Anta has been committed to shaping the young image of the brand. On the basis of deep insight into the needs of young consumers, it has increased design and R&D investment and technological innovation to enhance the quality and added value of the product itself. For this reason, in recent years, Anta has been able to break through the consumer’s previous brand impressions every time on the major stage, and the powder absorption capacity and reputation have risen. With the promotion of brand promotion, Anta’s status as a trend leader in the domestic sports field has become more and more stable.