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& nbsp;? [Chinese shoes Network - Brand Dynamics] in golf star Dema (Under Armour) sponsored Jordan Sipi Si (Jordan Spieth) just a few days after the game to win the Masters, this sporting goods giant and appear in another completely different arena: the Boston Marathon. The company sponsored the star player Nicolas? ????????? (Nicholas Arciniaga) battles the full marathon, all of his pace last Monday directly update to the latest Twitter and Dema fitness tracking application Under Armour Record in. During the televised Masters, who eventually won the Si Pisi India over the Dema's logo. In contrast, the cooperation with ????????? can only be considered trivial. But it may be enough to show the long-term strategy for this sports goods giants: Track every step of the United States of recreational and amateur track and field athletes, and convince them of its new clothing Dema bring help. Today, Dema and Nike sports goods companies increasingly move closer to technology companies, their applications and digital ecosystems is no longer confined to the traditional gym and playground. Fitbit and Apple Watch popular in the era of networked fitness increasingly become a battleground: if the field to track the fitness armaments to win the war, it is possible to fully tap this huge gold mine fitness enthusiasts. Dema executives on Tuesday said the company has built the world's largest digital health and fitness community, its Connected Fitness platform now has more than 130 million unique users. It has been able to achieve this success, mainly because Dema invested $ 700 million acquisition of a number of fitness applications company, which had acquired the MapMyFitness in 20 Cheap jordans online 13, in February this year it acquired MyFitnessPal and Endomondo. As the second-largest sporting goods company, which is the latest battleground between Dema and Nike, but the company is currently in a backward position. Nike's mobile fitness applications NikeFuel boasts a large user, and store more data. In addition, because clothing sales and brand recognition of the Nike itself are much higher than Dema, but also give them a greater advantage. Because of Dema's market capitalization is only $ 19 billion, far less than Nike's $ 86 billion, so the move is not only costly for Dema, and a huge risk. This company, based in Baltimore, has spent heavily in the acquisition of a number of application developers, and therefore had an impact on revenue and profits, and share prices setback. But the strategy behind it contains significant benefits: either Nike or Dema, as long as the user can simplify the process of tracking sports, you can buy new equipment in the next time enhance the attractiveness of their products. Dema online fitness community in January this year, more than 100 million pieces stored motion records, the company believes that it can help them to develop more comfortable running shoes and T-shirts. But sporting goods manufacturers can not only provide recommendations for the user, through an agreement with e-commerce companies Zappos signed Dema MapMyFitness application can exercise history of the user to send a reminder to inform its sports shoes should be replaced as soon as possible, and Zappos same time with the purchase link. Dema CEO Kevin? Plank (Kevin Plank) said on Tuesday, a fitness tracker to help the company with the user to establish an unpr Cheap jordans online air jordan 11 blackout for sale ecedented link. and - similar to the "Nike Air Jordan" mode, and a lot of sports stars Dema also signed an endorsement deal, which also helped the company to achieve good results: as its largest core business, the company's apparel business has been achieve 22 consecutive quarters of more than 20% increase, and a record $ 555 million in sales recorded in the beginning of the year. But some of the company's executives still think, fitness tracking applications to promote sales may be better than celebrity endorsements. These applications can provide personalized campaign details, and able to get involved in more of a niche sport. Moreover, because the game of celebrity endorsements is also possible poor performance or athlete to make the company suffer injuries. fitness tracker can help the company attract the rapidly growing female sports enthusiasts. 13,000 users Dema online sports community, more than 60% were female. Plank said the company's female sports activities "at least a considerable business scale with men." Although Dema has strengthened against the female population of the marketing strategy, and hired a ballet star Misty? Cowpland (Misty Copeland) and supermodel Giselle? Bundchen (Gisele Bundchen) as the spokesperson, but Kaplan g admitted that the company's in-store display female product really small, and did not take advantage of them to create the campaign. Health and Fitness is the fastest growing applications on all types of calorie counting iPhone and Android platforms, the total number of applications appetite or track record of more than 100,000 models of exercise. Dema For digital health very seriously, MapMyFitness headquarters earlier t Cheap air jordans for sale his year in Austin opened a 35,000 square feet (about 3251 square meters) of office. However, the current biggest question is: Are Americans really buy endless fitness tracking application which is beyond the company's control?. "If we can make everyone more exercise every week day, our business will be significantly improved." Senior Vice President of Networking fitness business Dema Robin? Thurston (Robin Thurston) said. 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