劲沃体育
聚力民族体育品牌新格局
项目背景：
随着经济的发展和人民生活水平的提高，我国居民运动服装的消费水平将逐步增长，adidas、NIKE等各大跨国运动品牌巨头纷纷通过加大在华的投资力度或者改变其在华营销策略的方式，希望通过全面细分运动服装产品来进一步细分市场，争取更多的市场份额，这也使目前我国运动服装产品市场竞争随之愈演愈烈。
继北京2008年奥运会之后国际性运动赛事的举办为我国运动服装企业提供了更多接触国内外各界人士的机会，我国企业可以通过赞助这些赛事，借助赛事的国际影响力宣传自己的产品，打开国际市场，提高品牌国际知名度。
Project background:
With the development of economy and the improvement of people's living standards, residents of China's sports apparel consumption level will gradually increase, Adidas, NIKE and other major international sports brand giants increasingly invest in China or change its marketing strategy way, hoping that through comprehensive product subdivision sportswear to further subdivide the market, and striving for more market share, it also makes China's sports apparel product market competition has intensified.
International competition opportunities after the 2008 Beijing Olympic Games, increase the opportunities for cooperation with foreign customers; and China's enterprises through the sponsorship of these events, the events of international influence to promote their products, open up international markets, improve international brands popularity.
面临挑战：
以adidas、NIKE国际著名运动服装品牌为例，近年来这两家运动服装品牌巨头在产品开发方面不断推陈出新。除了坚持其足球、篮球等“优势产品项目”之外，adidas、NIKE均先后推出了网球系列、户外运动系列以及女子瑜伽健身服和配件，甚至贴身运动服等系列产品不断满足市场消费需求的发展。
Facing the challenge:
With the Adidas, NIKE international famous sports apparel brand as an example, in recent years the two sports brand clothing constantly bring forth the new through the old giants in product development. In addition to the football, basketball and other "advantage products project", Adidas, NIKE were successively introduced the tennis series, outdoor sports series and women's yoga clothing and accessories, and even personal sportswear and other products continue to meet the development of market consumption demand.
解决方案：
运动本身就代表着力量、速度、激情，作为运动品牌，“劲沃”的起名体现出了运动本身的特点，还有“劲气动山河”的大气寓意；同时“劲沃”二字简单易记，给人以力量感，容易产生联想，对于品牌推广传播非常有利。先知设计团队在考虑书写和传播的情况下对“劲沃”二字进行了设计，VI设计等用锋利的图形和明亮的颜色赋予了品牌速度和力量结合的效果。先知团队的通力合作在这词方案里体现的淋漓尽致，良好的沟通和敏锐的市场洞察能力为“劲沃”赐予了飞速发展的翅膀，未来不可限量。
Solutions:
Sports in itself represents strength, speed and passion, as a sports brand, "Jin Wo" reflects the characteristics of the movement itself, there are "mountains and rivers management move" atmospheric meaning; at the same time "Jin Wo" two words simple and easy to remember, in order to give people a sense of strength, easy to have the association, very favorable for brand marketing communication. Wevin design team ,in consideration of writing and communication under the condition of "Jin Wo" two words for the design, VI design, given the brand effect of the combination of speed and power with a sharp graphics and bright colors. Act with united strength, Wevin team embodies most incisive, good communication skills and keen market insight ability ,as "Jin Wo" gives the rapid development of the wings and limitless future.
