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放眼NBA球员的脚下,新生品牌AND1(诞生于1993年)大有后来居上之势,在耐克、阿迪达斯、锐步三分天下的情况下,AND1以它所倡导的纯粹的篮球精神分得一杯羹。1993年,在芝加哥的一个运动商品展上,三个20几岁的大学生,在三大球鞋公司的业务员间打转。但是他们一点也不愉快,因为他们得到一个结论:美国已经没有够酷的东西了。于是,这三个大学生决定,自己来为“真正打篮球的人”(他们称之为The Player)创造一个品牌。在回家的路上,他们在餐巾纸上写下最早的几句trash talk (意为垃圾话,后来发展成闲言闲语T-shirts系列),并且立誓要“踢耐克的屁股”。他们说,从现在开始10年内,人们将会写一本关于我们“ThePlayer”的书,就像有人已经为耐克写了一本“Swooth”一样——AND1就是这样开始的。
Looking at the foot of the NBA players, the new brand AND1 (born in 1993) a lot of later come out in the situation, Nike, Adidas, Reebok one-third of the world, AND1 to advocate purely basketball spirit of their share. In 1993, at a sporting goods fair in Chicago, three 20-year-old college students in the three shoe company salesman rotation. But they are not happy at all because they get the conclusion that the United States is no longer cool enough. As a result, the three undergraduates decided that they would create a brand for “the real basketball player” (which they call The Player). On their way home, they wrote down the earliest trash talk on napkins (meaning trash talk, then T-shirts), and vowed to “kick Nike’s butt.” They say that within 10 years from now, people will be writing a book about our “ThePlayer,” just as someone who has written a “Swooth” for Nike - that’s where AND1 begins.