{"id":184002,"date":"2026-08-18T18:43:15","date_gmt":"2026-08-18T18:43:15","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/184002\/"},"modified":"2026-08-18T18:43:15","modified_gmt":"2026-08-18T18:43:15","slug":"nike-v-cine-dal-pada-konkuruje-ji-i-firma-s-povedomym-basketbalistou-ve-znaku","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/184002\/","title":{"rendered":"Nike v\u00a0\u010c\u00edn\u011b d\u00e1l pad\u00e1. Konkuruje j\u00ed i\u00a0firma s\u00a0pov\u011bdom\u00fdm basketbalistou ve znaku"},"content":{"rendered":"

Pokud byste se n\u011bkdy vydali do Sia-menu v\u00a0\u010c\u00edn\u011b, mohli byste p\u0159i toulk\u00e1ch t\u00edmto p\u0159\u00edstavn\u00edm m\u011bstem narazit na pov\u011bdom\u00fd banner. Nad jednou tam\u011bj\u0161\u00ed firmou, kter\u00e1 vyr\u00e1b\u00ed sportovn\u00ed obuv a\u00a0oble\u010den\u00ed, toti\u017e z\u00e1\u0159\u00ed \u010derven\u00e1 silueta postavy ve skoku s\u00a0m\u00edrn\u011b pokr\u010den\u00fdmi koleny a\u00a0jednou rukou jakoby se chystala h\u00e1zet m\u00ed\u010d.<\/p>\n

Banner pat\u0159\u00ed firm\u011b, kter\u00e1 se jmenuje Qiaodan, co\u017e je p\u0159\u00edm\u00fd \u010d\u00ednsk\u00fd p\u0159eklad pro jm\u00e9no Jordan. Firma s\u00a0t\u00edmto sv\u011btozn\u00e1m\u00fdm basketbalistou, dlouhodob\u011b spojen\u00fdm se zna\u010dkou Nike, vedla v\u00edce ne\u017e dvacet let soudn\u00ed spory o\u00a0tom, zda sm\u00ed pou\u017e\u00edvat sportovcovo jm\u00e9no. <\/p>\n

Qiaodan byl zalo\u017een v\u00a0roce 2000.\u00a0\u010c\u00ednsk\u00e9 z\u00e1kony o\u00a0ochrann\u00fdch zn\u00e1mk\u00e1ch podle den\u00edku Financial Times<\/a> (FT) funguj\u00ed na principu, kdo d\u0159\u00edv p\u0159ijde, ten d\u0159\u00edv bere. A\u017e na ur\u010dit\u00e9 v\u00fdjimky p\u0159ipad\u00e1 p\u0159\u00edslu\u0161n\u00e1 ochrann\u00e1 zn\u00e1mka prvn\u00edmu, kdo o\u00a0ni pro \u010c\u00ednu po\u017e\u00e1d\u00e1, napadnout takov\u00e9 rozhodnut\u00ed je mo\u017en\u00e9 po dobu p\u011bti let. Michael Wellman, \u0159editel prodeje Nike pro \u010c\u00ednu v\u00a090.\u00a0letech, pro FT vzpom\u00ednal, \u017ee se tehdy \u201eobjevilo mno\u017estv\u00ed zna\u010dek (\u2026), kter\u00e9 se bl\u00ed\u017eily pad\u011blk\u016fm, jak jen to bylo mo\u017en\u00e9\u201c.<\/p>\n

Nakonec nejvy\u0161\u0161\u00ed \u010d\u00ednsk\u00fd soud v\u00a0roce 2020\u00a0rozhodl, \u017ee \u010d\u00ednsk\u00fd z\u00e1pis slova Qiaodan (\u4e54\u4e39) je u\u00a0konkr\u00e9tn\u00ed ochrann\u00e9 zn\u00e1mky prokazateln\u011b spojen s\u00a0Michaelem Jordanem. Des\u00edtek jin\u00fdch ochrann\u00fdch zn\u00e1mek \u010d\u00ednsk\u00e9 spole\u010dnosti se to v\u0161ak nedotklo a\u00a0firma si n\u00e1sleduj\u00edc\u00ed rok zm\u011bnila n\u00e1zev na Zhongqiao. <\/p>\n

<\/a><\/p>\n

Qiaodan d\u00e1l prod\u00e1v\u00e1 i\u00a0basketbalov\u00e9 boty. Na basketbalov\u00fdch ko\u0159enech ostatn\u011b firma vyrostla. V\u00a0\u010c\u00edn\u011b m\u00e1 tato zna\u010dka 6000\u00a0prodejen, v\u011bt\u0161inou jde podle FT o\u00a0fran\u0161\u00edzy a\u00a0v t\u011bch prod\u00e1v\u00e1 svou obdobu vysok\u00fdch tenisek Nike Air Jordan za 339\u00a0j\u00fcan\u016f (1050\u00a0korun).<\/p>\n

Osm propad\u016f v\u00a0\u0159ad\u011b<\/p>\n

Qiaodan od roku 2020\u00a0tak\u00e9 vlastn\u00ed \u010d\u00ednsk\u00e1 pr\u00e1va k\u00a0fotbalov\u00e9 zna\u010dce Umbro, kter\u00e1 mu otev\u0159ela dve\u0159e k\u00a0expanzi, zejm\u00e9na k\u00a0obchod\u016fm ve Vietnamu. Koupila ji za 62\u00a0milion\u016f dolar\u016f. Zna\u010dka Umbro d\u0159\u00edve pat\u0159ila pr\u00e1v\u011b Nike a\u00a0Qiaodan nen\u00ed jedinou zna\u010dkou z\u00a0\u010c\u00edny, kter\u00e9 na Nike vyv\u00edjej\u00ed tlak na d\u016fle\u017eit\u00e9m mezin\u00e1rodn\u00edm trhu.<\/p>\n

V lednu leto\u0161n\u00edho roku se \u010d\u00ednsk\u00e1 spole\u010dnost Anta Sports dohodla na koupi pod\u00edlu asi 29\u00a0procent ve zna\u010dce Puma. Tlak na z\u00e1padn\u00ed zna\u010dky vyv\u00edjej\u00ed i\u00a0dal\u0161\u00ed m\u00edstn\u00ed firmy, jako t\u0159eba Xtep.<\/p>\n

Na ostr\u00fd \u00fatok konkurence Nike zat\u00edm podle FT odpov\u011b\u010f nena\u0161la, prodeje v\u00a0\u010c\u00edn\u011b se za t\u0159i m\u011bs\u00edce do \u010dervna propadly o\u00a017\u00a0procent. Pro americkou zna\u010dku, kter\u00e1 nese jm\u00e9no antick\u00e9 bohyn\u011b v\u00edt\u011bzstv\u00ed, je to u\u017e osm\u00fd \u010dtvrtletn\u00ed pokles v\u00a0\u0159ad\u011b.<\/p>\n

<\/a><\/p>\n

\u010c\u00ednsk\u00fd Jordan pro Nike nen\u00ed jeho nejv\u011bt\u0161\u00ed vyzyvatel. Na Tmall, co\u017e je jedna z\u00a0\u010d\u00ednsk\u00fdch platforem pro elektronick\u00fd obchod, m\u00e1 Qiaodan ro\u010dn\u00ed obrat 500\u00a0milion\u016f j\u00fcan\u016f (1,5\u00a0miliardy korun), zat\u00edmco nadn\u00e1rodn\u00ed Nike m\u00e1 tamt\u00e9\u017e podle konzultanta Jacquese Roizena na z\u00e1klad\u011b \u00fadaj\u016f od poskytovatele Nint obrat 3,4\u00a0miliardy j\u00fcan\u016f (deset miliard korun). <\/p>\n

\u201eKa\u017ed\u00e1 z\u00a0t\u011bchto spole\u010dnost\u00ed si den za dnem brous\u00ed no\u017ee,\u201c \u0159ekl podle FT Joshua Perlman, \u0159editel pro oblast Velk\u00e9 \u010c\u00edny ve spole\u010dnosti Authentic Brands, vlastn\u00edc\u00ed zna\u010dky jako Reebok, Brooks Brothers nebo Eddie Bauer. Vedle \u010d\u00ednsk\u00fdch zna\u010dek na Nike st\u00e1le \u00fato\u010d\u00ed i\u00a0tradi\u010dn\u00ed konkurence v\u00a0podob\u011b spole\u010dnost\u00ed Adidas, On, Hoka nebo Salomon, dodal.<\/p>\n

Vzestup \u010d\u00ednsk\u00fdch zna\u010dek na dom\u00e1c\u00edm trhu ale poci\u0165uj\u00ed i\u00a0jin\u00e1 odv\u011btv\u00ed, od k\u00e1vy a\u00a0kosmetiky a\u017e po elektromobily. Nejzn\u00e1m\u011bj\u0161\u00ed je i\u00a0na evropsk\u00e9m trhu zn\u00e1m\u00e1 automobilka BYD, ta si v\u00a0\u010c\u00edn\u011b vybudovala dominantn\u00ed postaven\u00ed na \u00fakor z\u00e1padn\u00ed konkurence.<\/p>\n","protected":false},"excerpt":{"rendered":"Pokud byste se n\u011bkdy vydali do Sia-menu v\u00a0\u010c\u00edn\u011b, mohli byste p\u0159i toulk\u00e1ch t\u00edmto p\u0159\u00edstavn\u00edm m\u011bstem narazit na pov\u011bdom\u00fd…\n","protected":false},"author":2,"featured_media":184003,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[12],"tags":[67,68,202,38992,11323],"class_list":["post-184002","post","type-post","status-publish","format-standard","has-post-thumbnail","category-byznys","tag-business","tag-byznys","tag-cina","tag-michael-jordan","tag-nike"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/117117990758845158","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/184002","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/comments?post=184002"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/184002\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/184003"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=184002"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=184002"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=184002"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}