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[Chinese shoes Network - Shoes World GUIDE]? If Li Ning and Nike to sell as expensive, and you'll believe who bought this problem is not difficult to answer. However, the key question is: Why consumers, especially after 90 willing to spend more money to buy Li Ning, Nike instead it ?
Imagine, when consumers into the store, when faced with an array, a wide range of sporting goods, how will they choose? Young generally more emphasis on product design. For the design, there are 1,000 people in the eyes of 1000 Hamlet, everyone's aesthetic vary. Nike, Adidas, Li Ning, though not the same, but there is no obvious beauty and ugliness of the points, obviously, the product design is not the key factor behind Li Ning, Nike's lies.
Although the domestic sports brand Li Ning, the leader, but in the international market is not such as Nike and Adidas, Li Ning, after all, to start later than they, no first-mover advantage. However, Nike was founded in 1963, while Adidas was founded in 1920, but now the world's first sports brand Nike rather than Adidas, visible, then the identity is not the main reason.
So, Li Ning lost exactly what Nike?
The first defeat: Brand dwarfs
less than Li Ning, Nike, Adidas and other international big names, first in the brand image.
No matter which corner of the earth, a mention Nike, almost everyone knows; and Li Ning, except in the larger Chinese influence in the international market is nowhere near as Nike, Adidas, so familiar. Although they are in order to improve brand awareness, thus heavily invite some well-known sports star to do endorsements, and sponsored a number of very high concern sporting events. Thus, in the mind of the consumer awareness, sponsorship influence and charisma spokesperson directly determines the image of sports brand positioning.
On demand advertising content, the leader Nike behaved very well. Nike's advertising focused on mental communication with the target consumer, good advocacy in a unique spiritual value to be resonating with consumers, rather than how good the quality of its products, or the like, and so conducive to health products functional demands. Nike is not so much advertising in the marketing of the product, it is more in the spirit of promoting a sport, it is enough to make Li Ning catch up.
In the spokesperson of choice, compared to Li Ning, Nike and Adidas, and more seem far distance. Nike spokesman football has C Ronaldo, Wayne Rooney, Ronaldinho, Robinho and a number of international players like; and Li Ning's football spokesperson generation of Li Tie, the second generation of Lu Lin, undeniable, Both of these are very good Chinese football players, but the Chinese football has been in the eyes of people not to mention what the image, let alone Li Ning's international image.
In basketball spokesman, Nike aside the myth of Michael Jordan basketball have influenced an era, the light now LeBron & middot; James, Kobe & middot; Bryant, Dirk & middot; Dirk Nowitzki, Kevin & middot ; Durant, Steve & middot;? Nash and so these NBA superstars, basketball enthusiasts in mind which one does not own the supremacy spokesman Li Ning basketball's most famous and only O'Neal.
I think: compared to Li Ning, Nike, the brand image of the far gap. Nike has become synonymous with the world's best sports equipment, and Li Ning just the road too! This is Li Ning's first defeat.
The second failure: Product layout is too narrow
In terms of products, in order to cover a broader consumer groups, sports products for different consumer groups to have the product line, but different styles of products to work together to carry the connotation of the brand value.
Nike on this point can be described as remarkable, it has AF series of classic shoes, football fans have been regarded as a classic "Legend" series of soccer shoes, as well as in Jordan, Kobe Bryant and other super star named sneakers series and so on.
In contrast lining, it does not scream loud classic series. In contrast, Li Ning trip to a big turn, the consumer groups clearly defined as 90. In my opinion, this is actually a very mistake decision.
The reason, first, this change so that Li Ning brand equity
Cheap foamposites for sale over time since a long time not to continue, resulting in a tremendous impact on the long-term development of the brand Li Ning, which is the first taboo of brand management.
Second, Li Ning shouted to great fanfare after 90 personality made shoes, this is not obvious take 70, 80 of these already have a certain brand loyalty of main consumer groups rejected it? The move to narrow its own strategic layout does not say, but also deeply hurt the feelings batch of loyal consumers, resulting in serious loss of brand equity.
Third, Li Ning so dedicated to the 90 to pay, but will not necessarily buy it accounts 90. For them, the shoes do not you say to me I'll buy you clothes and shoes do not drift beautiful, I did not like the star to do endorsements, there is no advocate of my favorite brand culture, there is no like me These are the questions the value orientation.
Of course, the Li Ning turn around, certainly has his own reason lies. Li Ning see is the future market, the 90 groups are mature, their purchasing power is also growing, the future of sports goods market will become 90 after the home consumer groups.
But then again, this does not mean that consumers have to Li Ning, the other's a pole all killed, cut their target consumer groups. In fact, Li Ning also with Nike, Adidas, like the introduction of different products for different consumer groups, there is also a retro trend, avant-garde and classical, so they would not foolish pick sesame. This is Li Ning's second defeat.
Third defeat: about sales channels swing
In terms of sales channels, Li Ning, there are also some problems. Channel is the sporting goods business another important pillar in addition to the brand. Brand manufacturers and traders in large international channel strategy different. The more traditional kind of strategy is "outsourcing" system, that is the way the sale of part of the distribution channels to take care of. Some companies have chosen to self-built channels.
Li Ning in the choice of channel strategy based on the use of outsourcing is to achieve sales, then concentrate on doing their own products. This common practice is a lot of peers, not without justification. However, even taking the outsourcing system, we should also be careful to develop a reasonable distribution strategy, and should not be wavering. In this regard, Li Ning's approach is worth reviewing.
how to balance between the dealers and distributors to coordinate the interests of other aspects of the relationship, Li Ning company handled rough, resulting in a high number of original loyalty distributors complained: "Do for 10 years, Li Ning, in the end actually nothing found his own feelings. "Under the influence of this problem, according to the current order price, Li Ning in 2011 overall sales will fall about 5 percent year on year. At the same time, due to increase channels to accelerate the reform and speed inventory liquidation, the company profit margins will decline in 2011 to around 6% to 7%.
contrast lining chaotic distribution strategy, international big names I temporarily take Nike to do more, local rival Anta has done in this respect Chapter law and confidence.
Anta channels in order to build their own future, as early as in 2006 on the investment front, Ltd. was established in Shanghai, and fully into the sporting goods retail industry. At present, Shanghai set up five strikers Ltd., a wholly owned subsidiary in Xiamen, Suzhou, Beijing, Harbin, Guangzhou and other places, operating Adidas, Reebok and Kappa and other sports brands. Anta first, with those high-end brands to open their own sales channels, then covered at this stage of their products, and finally the use of channel advantages, and gradually expand its product line, rolled out its own multi-level, multi-level products, in order to continue to grow its own brand. This strategy eliminates the need to balance both distributors and other issues, but also to stabilize the situation of self-built channels, to concentrate on good products, and other competitors Game. Li Ning have to balance around, I got hit, so Li Ning defeated third defeat in the channel strategy.
Li Ning reason only "China's
cheap jordans Li Ning," and "World of Nike" still far away, I believe that the main problem lies in weak brand image, the narrow product distribution, the confusion of the three aspects of sales channels . As a Chinese sports brand Li Ning, a brother, it is certainly remarkable achievements, but its future long way to go, must give priority to solve more than a few problems to those in the global market and international predators showdown. (Chinese shoes Network - the most authoritative and most professional shoe Information Centre, shoes World Tribune microblogging)recently, a series of strong earthquake occurred in Japan, has caused at least 41 people were killed and 11 missing. Yesterday, the Japanese striker Hatomo Yuto to pray for the compatriots on twitter. home 2-0 victory over Naples, Hatomo Yuto in twitter published his heart of emotion. Hatomo Yuto wrote: "after the aftershock, I have been watching you all the time, I believe that we will be together to overcome the disaster! You can tell me the news is very little, but in Italy, I always wait for the good news came, even a little bit of news. I want to pray for those who have died and those who have not died, and I hope that the living people can be strong and rebuild their homes as soon as possible." ps: Xiong Benxiong and panda bearsaw the two cortical Royaltna, is not a familiar feeling? In fact, it's the Nike designer who combines the Nike Ratna boots sold in Europe last year, and the Nike Royal's shoe contour, developed as an integrated feature of mixed blood shoes. Unlike the suede Royal fabrics released this month, Mid, which focuses on street aesthetics, has a much more fashionable look than black Royal, whether it's black leather or dark green. Royaltna. Besides, the sturdy outer soles and the unique metal lace holes and laces of the outdoor shoes add more sense to the shoes. But which pair of shoes is better? It's really hard to choose. It's best to have two pairs. This section is now available on Mr. R Sports, and friends you like may be interested. Nike LunarSwift+ 2 than Nike's numerous star shoes is not what is the creative masterpiece, but also to meet some people thirst for color shoes, bold colors to look back in the crowd to get higher rate, so by the fashion people Repeng, and rich colors also to this LunarSwift+ 2 increased the number of fashion sense. The new Nike LunarSwift+ 2 uses a seamless upper design, the surface of the round hole design, so that it has good permeability, BRS 1000 carbon plate rubber heel not only has a strong toughness, but also very green.Stay up to date on all the Sneaker Release Dates 2017 you need to make sure you never miss another release from your favorite sneaker brands. This page is updated regularly so keep it locked right here for all Sneaker Release Dates and be sure to bookmark and share this page with your friends so they can keep updated as well.
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Style Code: 918356-400
Release Date: August 17, 2017 (Global)
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Shop: StockX // Nike.com Nike LeBron Soldier 11 ??Silver Bullet??
Color: Metallic Silver/Varsity Red-White-Black
Style Code: 897647-007
Release Date: August 17, 2017
Price: $140 adidas NMD City Sock 2 ??Sashiko??
Color: Core Black/Footwear White
Style Code: BY3012
Release Date: August 17, 2017
Price: $170
??
Shop: StockX adidas NMD R1
Color: Core Black/White
Style Code: BY3013
Release Date: August 17, 2017
Price: $170
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Shop: StockX // SNS adidas NMD R1
Color: White/Core Black
Style Code: BZ0219
Release Date: August 17, 2017
Price: $170
??
Shop: StockX // SNS adidas NMD R1 Primeknit
Color: Ice Blue/Ice Blue-Running White
Style Code: BY8763
Release Date: August 18, 2017
Price: $170
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Shop: StockX // SNS Nike SF AF1 Mid
Color: Sequoia/Sequoia-Black
Style Code: 917753-300
Release Date: August 18, 2017
Price: $160
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Shop: StockX // Nike.com Nike Flight Bonafide
Color: Taupe Grey/Summit white
Style Code: 917742-200
Release Date: August 18, 2017
Price: $135
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Shop: StockX // Nike.com Nike Air Force 1 Low ??07 QS
Style Code: AH8462-600
Release Date: August 19, 2017
Price: $90
??
Shop: StockX // Nike.com Nike Air Force 1 Low ??07 QS
Style Code: AH8462-100
Release Date: August 19, 2017
Price: $90
??
Shop: StockX // Nike.com Nike Air Force 1 Low ??07 QS
Style Code: AH8462-001
Release Date: August 19, 2017
Price: $90
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Shop: StockX // Nike.com Nike Air Force 1 Low ??Carnival??
Color: Range Flash/Classic Green-Black
Style Code: 845053-800
Release Date: August 19, 2017 Nike Air Force 1 Low ??Carnival??
Color: Yellow Zest/Orange Flash-True White
Style Code: 845053-700
Release Date: August 19, 2017 Nike PG 1 EP
Color: University Red/White-Black
Style Code: 878628-602
Release Date: August 19, 2017
Price: $110
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Shop: Nike.com Nike Kyrie 3
Color: Aqua/Black
Style Code: 852395-401
Release Date: August 19, 2017
Price: $120
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Shop: StockX // Nike.com Norse Projects x adidas Campus 80s
Release Date: August 19, 2017 (Global)
Price: $150
??
Shop: StockX // SNS Norse Projects x adidas Terrex
Release Date: August 19, 2017 (Global)
Price: $170
??
Shop: StockX // SNS adidas Harden Vol. 1 ??Yacht Party??
Style Code: BY4525
Release Date: August 19, 2017
Price: $140
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Shop: StockX // SNS Highs & Lows x adidas Consortium EQT Support ADV
Color: Sand/Olive
Style Code: CM7873
Release Date: August 19, 2017 (Store Exclusive)
Release Date: August 26, 2017 (Global)
Price: $180 PUMA XO Parallel
Release Date: August 24, 2017
Price: $220 Nike Kobe A.D. Mid ??Detached??
Color: Grey
Style Code: 922482-002
Release Date: August 24, 2017
Price: $150 Nike Kobe A.D. Mid ??Honesty??
Color: Blue
Style Code: 922482-400
Release Date: August 24, 2017
Price: $150 Nike Kobe A.D. Mid ??Optimism??
Color: Yellow
Style Code: 922482-500
Release Date: August 24, 2017
Price: $150 Nike Kobe A.D. Mid ??Passion??
Color: Red
Style Code: 922482-600
Release Date: August 24, 2017
Price: $150 Nike SB Stefan Janoski ??Shane O??Neill??
Release Date: August 24, 2017 PUMA XO Parallel
Release Date: August 24, 2017
Price: $220 adidas EQT Support ADV PK
Color: Aqua/Black-White
Style Code: BZ0008
Release Date: August 24, 2017
Price: $140
??
Shop: SNS adidas EQT Support ADV PK
Color: Aqua/White-Black
Style Code: BZ0006
Release Date: August 24, 2017
Price: $140
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Shop: SNS adidas EQT Racing ADV
Color: Aqua/White-Black
Style Code: BZ0000
Release Date: August 24, 2017
Price: N/A
??
Shop: SNS Nike Air Zoom Generation QS
Color: White/White-Varsity Crimson-Black
Style Code: AJ4204-101
Release Date: August 26, 2017
Price: $175
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Shop: StockX adidas NMD XR1 ??Triple White??
Color: Footwear White/Footwear White
Style Code: BY9922
Release Date: August 31, 2017
Price: $150
??
Shop: StockX adidas NMD XR1
Color: Core Black/Footwear White
Style Code: BY9921
Release Date: August 31, 2017
Price: $150
??
Shop: StockX adidas NMD XR1 ??Triple Grey??
Color: Grey/Grey-Grey
Style Code: BY9923
Release Date: August 31, 2017
Price: $170 Nike LeBron 14 Low
Color: Midnight Navy/University Red-Metallic Gold
Style Code: 878635-400
Release Date: August 2017
Price: $150 September 2017 Sneaker Release Dates Nike KD 10
Color: University Red/Black
Style Code: 897816-600
Release Date: September 1, 2017
Price: $150 Nike LeBron 14 Low EP
Style Code: 878635-003
Release Date: September 1, 2017
Price: $150 Nike Air More Uptempo
Color: University Blue/White
Style Code: 921948-401
Release Date: September 1, 2017
Price: $160 adidas NMD R1
Color: Raw Pink/Trace Pink-Legend Ink
Style Code: BY9648
Release Date: September 1, 2017
Price: $130 adidas NMD R1
Color: Grey Heather/Raw Pink
Style Code: BY9647
Release Date: September 1, 2017
Price: $130 Nike Air Max 90 ??Rebel Skulls??
Color: Black/Chrome-White
Style Code: 700155-009
Release Date: September 4, 2017 Nike Air Max 95 ??Rebel Skulls??
Color: Black/Chrome-White
Style Code: 538416-008
Release Date: September 4, 2017
Price: $170 Nike Air Max 1 ??Rebel Skulls??
Color: Black/Chrome-Off White
Style Code: 875844-001
Release Date: September 4, 2017 Pharrell x adidas Tennis Hu
Color: Blue
Style Code: CP9766
Release Date: September 8, 2017
Price: $110 Pharrell x adidas Tennis Hu
Color: Dark Navy Blue
Style Code: BY8719
Release Date: September 8, 2017
Price: $110 Pharrell x adidas Tennis Hu
Color: Yellow Gold
Style Code: CP9667
Release Date: September 8, 2017
Price: $110 Pharrell x adidas Tennis Hu
Color: Scarlet Red
Style Code: BY8720
Release Date: September 8, 2017
Price: $110 Nike Air Foamposite Pro
Color: Island Green/Metallic Platinum
Style Code: 624041-303
Release Date: September 8, 2017
Price: $230
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Shop: Nike.com Nike Flight Bonafide
Color: Cargo Khaki/Gum Light Brown
Style Code: 917742-300
Release Date: September 9, 2017
Price: $145 Nike Air More Uptempo
Color: Light Bone/White-Light Bone
Style Code: 921948-001
Release Date: September 15, 2017 (North America)
Price: $160 Nike Air More Uptempo ??Knicks??
Color: White/Deep Royal Blue-Team Orange
Style Code: 921948-101
Release Date: September 19, 2017
Price: $160
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Shop: Nike.com Nike Kyrie 3 ??Kyrache Light??
Color: Black/Team Orange-Concord-Neo Turquoise
Style Code: 852396-007
Release Date: September 2017
Price: $120 Nike LeBron Soldier 11 EP ??Kay Yow??
Style Code: 897645-102
Release Date: September 2017
Price: $130 October 2017 Sneaker Release Dates adidas Dame 4 ??Rip City??
Color: White/Black-Red
Style Code: BY3759
Release Date: October 6, 2017 adidas Dame 4 ??Un-Dyed??
Color: White/White-White
Style Code: BY4496
Release Date: October 6, 2017 adidas D Rose 8
Color: Black/Gold-White
Style Code: CQ1618
Release Date: October 28, 2017 Nike Air Foamposite Pro ??Metallic Gold??
Color: Metallic Gold/Black-Black-White
Style Code: 624041-701
Release Date: October 2017
Price: $230 Nike Air More Uptempo PRM ??Wheat??
Color: Flax/Flax-Gum Light Brown
Style Code: AA4060-200
Release Date: October 2017
?Price: $185 November 2017 Sneaker Release Dates adidas Yeezy Wave Runner 700
Color: Solid Grey/Chalk White-Core Black
Release Date: August 12, 2017
Release Date: November 1, 2017 (Ship Date)
Price: $300 Pharrell x adidas NMD Hu Trail
Color: Core Black/Footwear White-Footwear White
Style Code: AC7359
Release Date: November 11, 2017
Price: $250 Pharrell x adidas NMD Hu Trail
Color: Noble Ink/Bold Yellow-Footwear White
Style Code: AC7360
Release Date: November 11, 2017
Price: $250 ?adidas EQT Support 93/17 ??Black Friday??
Color: Core Black/Core Black-Core Black
Style Code: BY9512
Release Date: November 24, 2017
Price: $180 Nike Air Max 97
Color: Black/Black-Black
Style Code: 918356-002
Release Date: November 2017
Price: $160 adidas NMD R1 Primeknit
Color: Sea Crystal/Turquoise-Sea Crystal
Style Code: CG3601
Release Date: November 2017
Price: $170 adidas Yeezy Boost 350 V2
Color: Blue Tint/Grey Three-High Resolution Red
Style Code: B37571
Release Date: December 2017
Price: $220 adidas Yeezy Boost 350 V2
Color: Semi Frozen Yellow/Raw Steel-Red
Style Code: B37572
Release Date: December 2017
Price: $220 Nike WMNS Air Foamposite One ??Shine??
Color: Dark Stucco/Dark Stucco-Black
Style Code: AA3963-001
Release Date: Holiday 2017
Price: $230 Nike WMNS Air More Uptempo ??Shine??
Color: Dark Stucco/White-Black
Style Code: 917593-001
Release Date: Holiday 2017
Price: $130Between
Shoes and Reebok Packer famous shoes shop has maintained good relations of cooperation, the two sides together again recently launched a joint project with Reebok's popular Insta Pump Fury based on the type of shoes, to create a group in Asia Limited sale of joint shoes. The group Packer, Shoes, x, Reebok, two pairs are overall use of black and white contrast color, black parts are made of high quality anti fur material; different in a pair of the main body is white, and the other is purple. The printing on the insole shows the unique identity, and the succinct color of the atmosphere also brings the super high foil.
it is reported that this group of joint Insta Pump Fury is now on the Packer Shoes official website shelves, priced at $160 U.S. dollars, interested friends should not miss.The Japanese shoe shop Mita sneakers recently teamed up with veteran manufacturers Diadora born in the late 80s Diadora N.9000 blueprint, launched a new version of Aperitivo. The new mesh, suede, leather classic material composition, supplemented by the orange and red decoration shoes, the ink design embellishment in the bottom.
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mita sneakers x Diadora N.9000 Aperitivo
2015-5-1 23:39 upload
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mita sneakers x Diadora N.9000 Aperitivo
2015-5-1 23:39 upload
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mita sneakers x Diadora N.9000 Aperitivo
2015-5-1 23:39 upload
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mita sneakers x Diadora N.9000 Aperitivo
2015-5-1 23:39 upload layering, warm colors, Japan, theme, the trend of 00PUMA Mobium Elite is representative of 2013 performance tip shoes innovation works, provide new sense and training efficiency through three-in-one structure, PUMA this year will double the epoch-making works of the new upgrade, the launch of Mobium Elite and Mobium Speed version of Ride, at the same time to meet the "foot" and "heel" runners running demand. For individual running habits so that consumers can choose the most suitable for their own shoes. Mobium Elite Speed is specially designed for conventional midfoot or forefoot runners for runners as ascending speed exercise. The use of PUMA exclusive dynamic run technology, the outsole using 3D X type elastic rope "design, help to enhance the landing legs and push on the expansion and contraction, increase when starting propulsive efficiency; PUMA and Simulation of feline animal foot pads structure developed" independent buffer pad "technology, on the basis of foot bones the position precision and muscle is arranged on the sole, the best buffer, protection and elastic feedback;" reduced lift end "can make the foot moves to the foot telescopic state adjustment, micro change of immediate reaction feet. In addition, the new Mobium Elite Speed breathable mesh upper with printing elastic material, and add new "vamp elastic lamination technology", in the front foot and shoe for runners more fit, more comfortable pace. For the traditional type of heel runners designed Mobium Ride shoes, is suitable for the daily practice of runners in "2D TPU X, the sole type elastic rope design, moderate expansion and contraction of the elastic, and after the foot to strengthen the" upper flexible fit technology ", let the foot with coating more complete, enjoy a smooth running experience.
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Puma Mobium Elite Ride SpeedMobium
2014-8-14 10:43 upload
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Puma Mobium Elite Ride SpeedMobium
2014-8-14 10:43 upload
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Puma Mobium Elite SpeedMobiu0just released Fenom x Mastermind Japan Crush, has stirred the people into full of wind and rain, and today also see the latest MMJ Runway published map, the Model is wearing Fenom x Mastermind Japan Crush, you can look at the coat was published in last year's HEAD PORTER PLUS x fragment design x Burton coat plus MMJ embroidery and embroidery chapter chapter, a bit like MMJ X TMT earlier cap clip, then that piece in Japan is the 50000 yen up pricing, if this time the Mastermind Japan X HEAD PORTER PLUS x fragment design x Burton seems to be at least 60000 yen pricing. The trend is really more and more terrible. (46.67 KB)2008-12-26 Mastermind Japan X HEAD
with the Nike Air Griffey Max 1 many color exposure, gave birth to AIR, MAX, JR and Air Griffey MAX II sales promotion, and once again set off a wave of retro shoes. This time again a new color matching Nike Air Griffey Max II is about to be released. This pair of shoes is not only a continuation of the previous generation of full palm window MAX AIR air cushion, more will be followed by the configuration of AIR MAX 2 in order to upgrade the air cushion, but also creatively in the application of carbon fiber trays followed by science and technology, so that the overall performance is greatly improved, a series of the popular masterpiece of grief. The shoe body adopts color suede material of black, gray in the bottom heel of the water blue collocation of Griffey and Swoosh to toe, low-key black uppers a lot of luster. This section is expected to sell 10 copies of the listing, like friends can pay attention to.
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2015-10-17 12:13 upload This post was edited by sohoo at 17:33 on 2014-7-22
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2014-7-22 upload at 17:22
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2014-7-22 upload at 17:30
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2014-7-22 17:30 uploads, , media, USA, 2014, blog, weaving
