Article from: ifanr , author: Lee extraordinary

When Kobe died, a part of my body died.

Jordan spoke these words in tears at the Kobe Memorial Day held at the Staples Center yesterday. Even though it has been a month since Kobe’s death, many people still immerse in grief and feel that all this is too unreal.

As Jordan said, Kobe always affects us in various ways, whether before or after his death. However, in addition to the memories of four o’clock in the morning in Los Angeles, the use of “Kobe’s death” hype to make money has also increased.

Kobe ’s peripheral products were fired at sky-high prices overnight, and even shoe sellers selling Kobe sneakers asked on social software;

How long has James been involved, I’m a little looking forward.

Those who make money from the death of Kobe

After Kobe’s death, countless people fell into panic and sorrow, and some people started the carnival. The most exciting thing was the Shoe Fried Party.

Overnight, the hottest hoops are no longer AJ and Yeezy, but Kobe’s sneakers.A few hours after the news of Kobe’s death, the sneaker trading platform got app (Original “Poison”) , NIKE MAMBA FOCUS Kobe Mamba The price of the spirit “Lake People” series shoes soared from 599 yuan to 4,899 yuan.

Picture from: Southern Metropolis Daily

At the same time on Nice, the price of Kobe’s co-branded sneakers Undefeated x Nike Kobe 4 Protro PE has soared 5 times, and the shipping price has soared from the usual 4000 yuan to the highest 18899 yuan.

As introduced by Ai Faner in a previous article, sneaker trading has developed into a large-scale online trading secondary market. Some sneaker trading platforms operate like stock exchanges. Last year, they launched the “three indexes of sneakers”. “StockX can’t stop the menacing Shoe Party.

StockX in the United States is obviously more sensitive than domestic sneaker trading platforms. A few minutes after the first media reported Kobe ’s death, the prices and sales of some Kobe ’s co-branded shoes have increased several times, including Adidas ’Crazy 1 Kobe. The “Vino Pack” sneakers even rose to $ 50,000.

SameAlso accused of using “Kobe’s death” to accumulate money is Nike’s sports brand. Some netizens pointed out that Nike has taken the initiative to delist Kobe-related products, and many people think that this is to sell at a later price.

Nike soon clarified the news, not to take the initiative to take off, but that all goods surrounding Kobe were really sold out. As for whether these goods have been bought by fans, or in the hands of shoe vendors, it is unknown.

Nike did postpone the launch of the new Kobe Protro 5 shoe, which may also be to prevent the resale of sneakers. In addition to Nike, many offline second-hand sneaker retail stores have also removed Kobe’s sneakers, or barred consignors from increasing their prices.

Kobe Protro 5 worn by NBA star Anthony Davis on the All-Star. Picture from: vox

Although the major sneaker trading platforms have also benefited a lot from the speculation of Kobe’s peripheral products, (transaction requires a fee) The shoe-fighting party cleared the boundaries. Both the app app and nice took off related products of Kobe and blocked some illegal accounts, while StockX donated all the income of Kobe’s peripheral products within one week after Kobe’s death to a foundation established by Kobe and his wife. .

Kobe 4 Protro quadrupled the price of StockX overnight.

In fact, although Bryant was very successful in sports and business, his shoes were not particularly popular before his death. NPD sportswear analyst Matt Powell said that “Kobe Bryant’s shoe sales are at a medium level.” On the contrary, Kobe’s sportswear is selling better.

But as Brian Nadav, owner of a sneaker boutique in Philadelphia, said, “Kobe is the first deceased former NBA superstar in the era of sneaker culture.” This will inevitably make some speculators think wrong. Putian’s shoe factory may start to move when the products are officially removed from the shelves.

Street vendors outside the Staples Center are selling Kobe Memorial T-shirts. Image from: vox

If you are walking on the streets of Los Angeles these days, you may see vendors of all sizes selling Kobe’s peripheral products, many of which are pirated goods. Compared with moral condemnation, they care more about cutting chance Put the leek.

This is no different from the previous speculation in selling fake masks in the epidemic. Their biggest and only driving force is only interest.

Some people are dead, he is still making money

With the operation of celebrity heritage, ABG’s revenue has grown rapidly. In the past few years, it has also deployed the media, sports licensing and apparel industries. Last year, it acquired the well-known sports magazine Sports Illustrated for $ 110 million. (Sports Illustrated) , former Bryant teammate O’Neal became a partner of ABG and authorized ABG to operate its own brand.

ABG itself has also been favored by the capital market. In August, the well-known American investment management group BlackRock became a major shareholder of ABG with US $ 875 million, and the valuation of ABG exceeded US $ 4 billion.

Celebrities who work with ABG, there are also few stars who are less established. Picture from: ABG

The development of technology is also boosting the development of the business of “Celebrity Heritage”. The late Hollywood star James Dean “resurrected” on the big screen in the form of CGI and starred in his fourth work. As similar technologies mature, there may be more celebrities who have died in this way in the future.

James Dean.

Dead celebrities and virtual idols have the same advantages. They will not have new scandals and scandals, and they are more controllable. And many pre-life influences will last a long time. But there will also be some controversy. Will this be against the wishes of the deceased? A little carelessness will offend the fans and cause backwash.

However, ABG’s brand operation for deceased celebrities is indeed worth learning from. Instead of allowing speculators and pirated manufacturers to wantonly consume the brand value of deceased celebrities, it is better to conduct it in a more standardized way while respecting the wishes of the deceased and their families Management is also a good thing for fans.

Article from: ifanr , author: Lee extraordinary