With the fashion as the main feature of the domestic sports goods company Xtep International announced in Hefei yesterday formally with the Premiership team Birmingham City alliance to launch cooperation, including jerseys, including professional football supplies. Xtep executives said not afraid of Adidas in the field of soccer supplies dominance, adidas will make mistakes, and Xtep will use the "coyote" grabbed from the opponent's mouth market share. Yesterday, President Ding Bubo and Premier Wen Jiabao of Birmingham City Football Club Chinese Premier Yang Jiacheng signed a cooperation agreement, including the step by step special support Birmingham City team a full set of sports equipment, including competitions and training shoes, clothing, hats, bags, socks, while co-operation Development of "BCFC-Xtep" series of brand apparel, in addition to cooperation arrangements for the Chinese mainland players to play in the Premier League and so on. Ding Shuibo said that this is the first time that Chinese sports brands have entered the five major European football leagues. At present, China's domestic sports brands still have a gap in the cooperation of the top football programs. The cooperation between Xtep and Birmingham City will fill this gap. Birmingham City Football Club Belongs to Hong Kong-listed Birmingham Global Holdings Limited (02309.HK), the company announced yesterday disclosed more details of cooperation between the two sides, including cooperation between the two sides from August 2010 to May 2015, Xtep Birmingham Global pays HK $ 90 million and offers "BCFC-Xtep" branded sportswear worth HK $ 10 million. If Birmingham City wins the Champions League, FA Premier League, FA Cup, League Cup or UEFA Cup final, Xtep pays another 80 million to 500 million Hong Kong dollar sponsorship. Football supplies has always been the world of Adidas, the 2006 World Cup, only sold a football, Adidas sales of more than 1.2 billion euros, about 12 billion yuan, while the special 2008 full-year revenue was 2.8667 billion yuan, Adidas in football supplies Take the absolute advantage. Xtep vice president Ye Qi told reporters that this does not mean that Xtep and other domestic sporting goods manufacturers have absolutely no chance. Ye Qi told reporters: "Adidas will make mistakes, due to over-optimistic estimates of the sporting goods market after the 2008 Beijing Olympic Games in 2009 adidas busy discounted inventory, discount up to 3 fold, the annual sales revenue has been Li Ning (02331.HK) over. Adidas's mistake means that domestic enterprises have the opportunity. "Ye Qi believes that Adidas is very powerful, but other businesses can gradually erode its market through the" coyote tactics ", that is, the football team, Football star and soccer tournament resources a little bit advancing, Adidas can not eat all the teams, players and events, special steps and Birmingham City team is to enter the professional soccer market the first step, special steps will be more and more international First-class football team, players cooperation. Reebok is one of Adidas 's leading sportswear products. However, according to the data, Reebok' s sales in the third quarter of 2009 decreased by about 12% over the same period last year. In order to reverse the decline, Reebok announced the cooperation with luxury fashion brand Giorgio Armani to launch new products , Ye Qi said: "After Reebok was acquired by Adidas, one of the fundamental problems facing the brand after all, is not Adidas single-handedly cultivated, so this Adidas 'big tree', Reebok this 'grass' to grow Hard. " Xtep football products sales account for about 30% of its apparel sales, Ye Qi told reporters that in addition to the introduction of professional football supplies for Birmingham City such a team to use, but also the introduction of football fashion products, such as windbreaker, Casual wear, etc. He said: "Football is a sport, but also a kind of fun entertainment and fashion, so Xtep will be combined with its entertainment marketing advantages of fashion football products. As the world's largest football soccer, this Market prospects, football supplies will be one of the core business Xtep future. "