Gradual decline

Brand name: UMBRO

After being included in the acquirer system, although some brands were retained, they lost their right to speak, stagnate or even gradually declined.

UMBRO was transferred by Nike to speed up its disappearance in the market. When it was bought by Nike in 2008, even though Nike had said it would devote itself to helping UMBRO develop its full potential, Nike sold UMBRO to the American contests group at a price of 225 million US dollars in October 2012. UMBRO's core resources have gone back to the past. This switch has caused fierce competition among UMBRO's domestic distributors, but as of now, UMBRO products have disappeared in the retail market, and disputes between distributors and branding have not been mentioned.

　　 Startup transformation

Brand name: Reebok Puma

Reebok, once the world's third largest sport brand, was bought by Adidas for $3 billion 800 million in 2005. Reebok recently released a new LOGO. Reebok said, "the comprehensive update of brand logo is to comply with the brand positioning of Reebok in the future. At the same time, since March, all brand Reebok official website, Tmall official flagship store and all related external communication platforms will use all new logo. " According to the Beijing Business Daily reporter, the new product logo will appear in all sports shoes and clothing released by Reebok this month, covering training, running, outdoor sports, yoga, dance and aerobics series.

Many brands enjoy high quality resources such as production, design, channels and so on after being bought by big names, but for the German sports brand Puma, relying on big trees is not necessarily good. In 2007, the French luxury goods and lifestyle and sports brand group Kai Yun group bought Puma with 5 billion 200 million euros, followed by Nike, Adidas and other professional sports brand, Puma's focus on fashion and leisure products. However, in recent years, Puma's performance has been declining and there is no trend to stop. In 2013, Puma's net profit plunged 92.4% to 5 million 300 thousand euros. In this case, Puma is about to start another round of transformation. Goulden, chief executive of Puma, said: "now, we will focus on the field of competitive sports and make use of the assets related to competitive sports in the field of casual wear advertising." It is not known whether the return to professional sports can give Puma a chance to rebirth.