美国《TIME》探讨运动品牌与代言人的关系

品牌找明星做代言人绝对不是新鲜事，例如最近美国说唱歌手 Drake 就正式加盟 Jordan Brand，成为品牌最新的代言人，而早前 Kanye West 亦离开了服务多年的 Nike，转投其竞争对手 adidas 旗下，成为大众谈论的话题。这种互为互利的关系由从前到现在都非常值得探讨，日前美国时代杂志就刊登了一篇名为《The Measure of a Hip-Hop Star? It’s on Your Feet》的文章，由作者 Victor Luckerson 从多个例子中与读者剖析这种现象，以下为文章的节录部份，完整内容请登上 TIME 浏览。

Some celebrity shoes have been both commercial and marketing successes in the past. When Jay Z released his S. Carter sneaker line in 2003 through Reebok, it became the fastest selling shoe ever for the company. But it can be challenging for celebrities to create a line that has the year-after-year success of athlete-branded shoes. Powell says the S. Carter line declined in popularity after its initial hype, and he can see the same happening to a mass-produced Kanye shoe. “It will be interesting whether Adidas maintains the same kind of control over the quantities,” he says. “My gut is if they made a lot of Kanye West shoes, they’re going to find that the demand goes way down.”