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Nike nearly 30 years of knitting technology dedication, and finally to introduce mature technology for the end result, whether it is brand, or consumers, all excited. Choose the opening of the Olympic Games six months before the release of new technology, which is Nike's usual marketing tool. The use of the Olympic Games, the world's highest attention to the comprehensive sports events released new products, new technology, coupled with the subject and the value-oriented advertising, whether it is to stimulate new product sales, or enhance the brand value of Nike, the occasion of the Olympic launch Marketing, 100 test unhappy. However, the "old" Adidas subsequent move unexpected, but also things do not follow the direction of Nike development. In the opening of the London Olympic Games is about to open in July, Adidas released "Primeknit material weaving technology", also stressed that weaving technology, is also a whole shape, the same is lightweight. It's almost exactly the same as "Flyknit", and even looks exactly the same. And with the opportunity of the Olympic Games, launched 2012 dual value of $ 350 limited running shoes. Nike expressed an extremely serious anger to the German Nuremberg District Court filed a lawsuit against Adidas, Adidas in the proceedings to stop the German throughout the production and sale of Primeknit technology-related footwear products.In this regard, the Nuremberg District Court to take into account Adidas Primeknit technology-related footwear products at this stage only in the German local production, if the sale of the technology is concerned about footwear products, Adidas will face huge losses, then postpone the trial of this case. Nike quickly put forward the relevant evidence, the spokesman said: "As far as we know, this is not the first time Adidas launched Primeknit technology-related footwear products, and we must protect Nike's global interests, whether it is now or In the future, if there is infringement, we will be held in the end. "Nike even claimed that Adidas will be long-term ban on the sale of Primeknit technology-related footwear products global lawsuit. According to the patent protection law in Europe at that time, and Nike has provided a lot of strong evidence (involving trade secrets, inconvenience to disclose), in August 2012, the Olympic Games is in full swing when the Nuremberg district court made a verdict, agreed to Nike's prosecution , Asked Adidas to immediately stop Primeknit technology related footwear products production and sales. Shopping, Nike won the first round, the use of Flyknit technology, the new Nike Free in the launch of the six months time, the global sales of 650 million US dollars; Olympic stadium, Nike sponsor athletes brilliant results, Phelps in the occupation career The 22nd Olympic medal, the foot is wearing Flyknit technology-related footwear products. Nike's limelight can be described as no two, but Adidas did not give up resistance. Adidas to the court to provide new evidence. They changed their minds, questioned Nike's patent legitimacy, to prove that one of the two suspected infringing footwear products, the use of weaving technology as early as 1940 years have emerged. Nuremberg district court weighs Adidas to provide evidence to make Nike's patented technology invalid decision. Adidas Sports Performance Design Center, said: "As early as the end of the 2008 Beijing Olympic Games, taking into account the adiZero footwear products towards more lightweight and simple design style needs, and want to design a different product core objectives, we "When we came to the Primeknit project, four years later Primeknit was born." After the verdict came into effect, Nike's spokesman said, "We will continue to spare no effort in protecting the patent." Nike and Adidas "Knit" The dispute over the patent issue of weaving came to an end. The two sides back to the same starting line, Adidas will be "Primeknit material weaving technology" into the North American market - this is Nike's main position. If both sides have not committed infringement, then why the two top sports brands at the same time come up with similar high degree of technology products? This requires the user from the requirements of the sports shoes uppers material - when you want to wear shoes with the same feeling of wearing socks, comfort, changes with the foot type changes, and adequate support and firmness. One of the most central concepts is "Self-Adapted", in the production of products to obtain the effect of private custom, this is the most attractive consumer to buy the consumer point. But also because 70 years ago, there have been technical ideas, at this stage, to achieve "Self-Adapted" the lowest cost way, that is, Nike and Adidas almost simultaneously launched the weaving technology. I believe in the future for quite some time to Flyknit and Primeknit as the representative of the weaving technology, sports shoes will be the main shoe weaving technology.
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