In the summer of this competition, Arthur told the story of a restless athlete's struggle.

Overcoming many challenges, the 2020 Tokyo Olympic Games finally came to a successful conclusion. From the European Cup, America's Cup to the Olympic Games, the summer sports craze, which was postponed for one year, still left many classic moments for sports fans to remember. Therefore, we feel that sports have always condensed the essence of the beautiful values of human society. The superb skills and sportsmanship of athletes once again tell us that the qualities of perseverance, enterprising spirit, unity and cooperation displayed in the sports arena are the driving force for the continuous progress of human society.

Every wonderful moment on the sports field stems from the athletes' desire to stand on the field. Arthur, a gold medal sponsor of the Tokyo Olympic Games and a well-known sports brand, called this passion for sports "heart fire". This summer, Arthur China launched a brand activity with the theme of "My heart will never die", hoping to celebrate the return of the contest with the public and encourage more people to actively become sports practitioners.

Two fists collide and ignite the "heart fire"

The first shot of "Endless Heart" started in early July. On July 2nd, a series of products named "Celebration of Sports" were released around the world. Products cover functional running, ball games, fashion life and other footwear categories, including many classic best-selling shoes such as GEL-KAYANO 28, NOVABLAST 2, GEL-KAYANO 14. Arthur hopes that the public can promote physical and mental health by participating in various sports.

On July 26th, the "Never extinguish my heart" activity for China sports fans was officially unveiled. The representative symbol of "eternal heart fire" is that two fists collide in the chest, which describes that the heart fire burns at the touch. In the theme advertisement launched on the same day, four athletes from China, Zhang Hong, Liu Hong, Jin Lian and Sun Wei, incarnated as "King Arthur's God of War" in the form of animation, and passed on their sportsmanship one by one through a series of boxing touching ceremonies, and finally passed it on to the majority of sports fans.

Arthur chose several distinctive platforms to further share the different manifestations of the "heart fire" of sports. Zhang Hong and Sun Wei, Zhang Doudou, a famous rhythmic gymnast, and Guo Meilin, a cutting-edge rhythmic gymnast, appeared as athletes in the special Olympic issue of GQ Zhizu magazine. Qiu Ming, a sports blogger, Yang, the founder of Shanghai local cycling team INFERIST, and Mr. Cang, a veteran camper, appeared in AYKES, a youth cultural video media, to discuss how to help more people break through the shackles of daily life by releasing sports energy.

The voices of athletes' representatives and athletes' representatives finally gathered on social networks, which became the introduction to the topic of "I can't get my heart out". In particular, the "Heart Fire Challenge" initiated by Arthur in Weibo and Tik Tok attracted people from modern dance masters to martial arts lovers, from hard-working little brothers to warm-hearted big sisters, and so on. Participants and spectators feel that the enthusiasm for sports has such rich forms of expression.

Four athletes who participated in the propaganda of "My heart will never die"

The last wave of "My Heart Will Never Extinguish" started on August 3rd, and the young actor Liu Haoyuan appeared at King Arthur's Party Day. Liu Haoyuan practiced basketball in his early years. After moving to the entertainment circle, he hopes to turn the challenging spirit of the past into a part of the positive image of idols and inspire more supporters. Liu Haoyuan shared the sports story about "challenge" in the brand live broadcast room, and recommended different positioning "celebration sports" products suitable for professional needs or mass experience to help sports lovers' "eternal passion" be more spontaneous with the support of high-quality equipment.

The classic slogan returns and sharpens the body and mind.

The competition was postponed due to the epidemic, and the athletes' "heart fire" was also suppressed. With the return of 202 1 Summer Tournament, "Heart Fire" was rekindled.

Arthur has a brand slogan, "A sound mind, a sound body", and the official Chinese is "A sound spirit resides in a strong body". In the process of restarting the competition in the past year, tenacious fighting spirit and tenacity constantly emerged in the just-concluded competition field, which truly reflected the inner strength of athletes.

Jacobs of Italy won the Olympic Games 100 meter championship in Arthur's jersey.

At the beginning of 20021,Arthur announced that he reiterated the brand concept of "sound mind, sound body" and encouraged athletes to bravely face the test of special period. The "eternal fire", which began in summer, is an extension of the spirit of "sound mind and body" and a concrete mapping of brand concept in a special period. Past sports experience triggered the first "heart fire" in people's hearts. Contact gradually turned into love, and the "heart fire" burned more and more brightly. After the outbreak of the epidemic, the surging fire can drive athletes to work hard for the enthusiasm of the game. Now everyone has finally crossed many obstacles and returned to the desired playground. This is the effect of the full release of the power of "heart fire".

The story of excellent athletes has become the best interpretation of the concept of "keeping your heart at home". The propaganda ambassadors of several "restless" athletes represent different possibilities for releasing "restless". Zhang Hong, a gold medalist in the Winter Olympics, reached the peak of her sports career from short track speed skating to speed skating. Now she has become a member of the International Olympic Committee. She keeps the fire of sports burning in different "tracks". In the five years after the dream of winning gold in Rio was shattered, Liu Hong experienced a new chapter in her life, such as becoming a mother, but her yearning for the stadium never weakened. This time, she still has a strong influence in Tokyo. Wheelchair tennis players' gold chains will also appear in Tokyo. Neither her physical defects nor the change of sports pattern brought about by the epidemic can dispel her determination to shine the value of life with sports carriers. Fencer Sun Wei started practicing sword at the age of 65,438+00, and has been taking sports as his eternal life partner for nearly 20 years. Life is endless, and the heart of sports will never die. In the name of Arthur's "Heart of Fire" founder, Sun Wei joined the promotion activities.

Sports lovers can find the shadow of their own lives from the stories of athletes. Some people are forced to give up their favorite projects because of sports trauma, but continue to look for the fun of sports in the process of experiencing new projects; Some people are surrounded by more trivial things in their work and life with the change of life stage, but they will not stop waking up their hearts with regular exercise; Some people stick to a certain sport or habit for many years, and at a certain stage of life, they can still be in high spirits in the field of life ... The story of athletes' "burning hearts" is actually a story of you and me.

Aunt Cough, a fashionista, also joined the propaganda of "Heart Fire".

She stands for "athletes around you and me"

The theme of "My heart will never go out" brought a sensation to ordinary athletes and became a catalyst for strong fermentation of related topics offline. The contest itself has a warm atmosphere, and the sports enthusiasm of the masses is also very high. The "Heart Fire Challenge" on Tik Tok in Weibo provides a channel for the public to express their enthusiasm for sports with simple rules, but it is beneficial to release their creativity or show their skills. Tens of thousands of participants in Qian Qian have in turn strengthened the theme of "eternal fire"-the public agrees with the concept of "eternal fire" and actively participates in the "eternal fire challenge"; The more participants, the more it shows that sports enthusiasm is universal, and the more it shows that there is a "heart fire" in the hearts of the public.

Against the background of experiencing challenges in a special period, the scene released by Heart Fire is even more touching. In the period when global sports events are suspended and the public is restricted by various epidemic prevention measures, "heart fire" is the internal spiritual support for athletes to remain optimistic and self-reliant. Finally, the "heart fire" is not only hidden in the heart, but spread infinitely through wonderful games, warm cheers and the public's personal participation in sports. The strong physique and sound spirit pursued by Arthur's philosophy have been most profoundly tempered at this moment.

Gather diversified products and expand the circle.

A sound spirit itself is the unanimous pursuit of people. Arthur's idea of exercising with a strong body and perfecting the spirit means activating the sports enthusiasm of more different groups, which is not only a personal action during the period of "eternal heart", but a long-term insistence of the brand.

In recent years, Arthur's operation strategy in China market is also expected to inject sportsmanship into a wider group. For example, in terms of products, Arthur constantly enriches product positioning, provides high-tech products, and brings professional athletes, daily exercisers and trendsetters who are keen on free and energetic styles into service groups.

METASPEED racing running shoes serve the Olympic triathlon men and women champions.

During the Tokyo Olympic Games, many teams and athletes sponsored by Arthur made great achievements. According to the statistics of the sports brand value list of the 2020 Tokyo Olympic Games, 23 gold medal winners, 14 silver medal winners and 24 bronze medal winners wore Arthur's competition clothes during the competition. There are countless excellent athletes who use Arthur's boots. For example, both men's and women's triathlon champions crossed the finish line in Arthur's METASPEED racing shoes.

METASPEED series adopts FF BLAST TURBO midsole, which is Arthur's lightest midsole material so far and has the best rebound performance. It is a painstaking effort to help top athletes with advanced sports scientific and technological achievements. Hard-core runners in China can easily win the Olympic champion with the same boots, helping individuals to improve their records.

Arthur and CHEMIST CREATIONS co-branded products.

Compared with hardcore sports, the trend life series is another direction of Arthur's efforts. For the emerging young people in China, Arthur has launched joint products with international and local fashion brands, such as FLAGSTUFF, CHEMIST CREATIONS, BALLAHOLIC and F/CE x COSTS. The design and dissemination of co-branded products are integrated with the creativity and expression of young people, which can inspire young people to enter a life state inspired by sports anytime and anywhere.

The data of this gathering cost-effective day reflects the rising sports enthusiasm of female consumers and young consumers. The number of female consumers in Arthur Juhua Day accounts for 44% of the total number of consumers, an increase of 7.3% compared with "Tmall 6 18" in 2020. /kloc-consumers aged 0/8-29 accounted for 48%, an increase of 9% compared with 2020.

Zhang Hong appeared in GQ magazine,

Excellent female athletes are very attractive to female consumers.

While the circle is expanding, the consumption power of consumers is also improving. 62% of consumers spend more than RMB 1000 per month, an increase of 24% compared with 2020. A variety of products provide consumers with a variety of choices, so that consumers can choose different types of products according to the needs of different scenarios and increase the unit price of customers.

Enrich marketing methods and adhere to the concept.

Parallel to product development is marketing, and Arthur has expanded the breadth of reaching groups through the same rich marketing methods.

In terms of marketing channels, Arthur has been promoting digital innovation in recent years. Last year, the big sports business reported that Arthur participated in Tmall Super Product Day for the first time and made efforts in the field of e-commerce (further reading: the first show of Tmall Super Product Day, Arthur "broken the dimension" to explore digital changes). Judging from Arthur's 2020 financial report, the development of e-commerce in China market has indeed achieved good results. The annual net sales of running products in Arthur Greater China increased by 26.3% compared with the previous year, making it the strongest regional market in this category, and also driving the overall net sales of Arthur Greater China to increase by 6.4%. The financial report specifically pointed out that "live streaming sales" made outstanding contributions to the sales performance in China, and the annual growth rate of e-commerce sales in Greater China reached 39.8%.

Liu Haoyuan appeared for a happy day.

Compared with the brand activity of Tmall Super Product Day in 2020, which focuses on e-commerce platform, this kind of "heartburn" marketing belongs to a broader overall brand marketing plan. Among them, Weibo and Tik Tok are the main online fermentation platforms. These two platforms not only gather the largest online groups in China at present, but also reach a wide range of people. Thanks to this, "Immortal Fire" can truly achieve the grand occasion of "suitable for all ages". By successfully reaching online users, a group of offline sports enthusiasts will be added in the future. Arthur's feelings of serving all kinds of people have been highlighted.

In marketing cooperation, Arthur insists on choosing multiple label partners. For example, under the slogan of "breaking the dimension", Tmall Super Product Day invited representatives of traditional sports, emerging e-sports, entertainment and popular youth culture to participate in the publicity. This shows Arthur's recognition of different cultural circles, and also reflects Arthur's efforts to inject sports trends into different cultural circles.

Arthur sponsored the CAAU National Youth Basketball League.

While adhering to the brand concept, Arthur also cooperated with King's College London to develop digital testing services. This service records the mental state changes of the tester before and after exercise by scanning facial micro-expressions and asking questions, generates multi-dimensional emotional contrast of the tester before and after exercise, and explores the positive influence of exercise on the spirit.

Long-term commitment to developing diversified positioning products, exploring diversified communication channels, and actively holding hands with representatives of diversified sports, King Arthur's product system and marketing are increasingly rich, which shows the brand's consistent loyalty to the concept of "sound mind and sound body". The Tokyo Olympic flame has been extinguished now, but with Arthur's call for "eternal heart", this summer's competition is still unforgettable. After the contest, there is no end to exercise. "Burning Heart" not only eulogizes the athletes' persistence in the darkness over the past year, but more importantly, it calls on the public to keep sports consciousness, so that the fiery inner strength can stir up forever, so that sports can always inspire people to forge ahead and win a sound spirit from their strong bodies forever.