This summer, going to the cinema to review “slam dunk master” became the main theme of many basketball lovers. When the national competition, which had been waiting for 27 years, finally started on the big screen, everyone said goodbye to their youth one after another. The slam dunk movie also lived up to expectations. It won 0.65 billion-level box office in less than a month after it was released, becoming a leader in films of the same type.
A generation will grow old, but someone is always young. Just last weekend, the national finals of Nike China High School Basketball League (hereinafter referred to as “Nike”), which can be called the real version of Slam Dunk national competition, went to war in Shougang Stadium, the holy land of Jingxi basketball. Huopu middle school from a small town in Zhejiang province staged a classic showdown comparable to “Xiangbei VS Mountain King” with the Overlord Tsinghua affiliated high school of naigao for many years.
Tsinghua affiliated high school male and female teams at the same time failed to win the champion durable high came to the era of the crowd to compete for hegemony
According to the understanding of sports students, the 2022-23 season High School Basketball League is co-sponsored by the Chinese Middle School Sports Association and the Chinese Basketball Association, and the basketball war (Beijing) Sports Culture Communication Co., Ltd. is the exclusive business operation, the league matches cover 31 provinces (autonomous regions and municipalities directly under the central government), with more than 6,000 high school athletes aged 15 to 18 from 264 men’s and 132 women’s basketball teams participating, after six months of the opening battle, it was finally decided that 8 teams of men and women gathered in Beijing, which was a real “National Competition”.
In the final of the women’s group, which was first held on the afternoon of May 14, Yali Middle School from Changsha met the old rival Tsinghua affiliated high school. In the first half of the game, Yali Middle School led slightly with a sharp counterattack; In the second half of the game, Yali Middle School continued to make efforts to hit a climax, building a 16-point advantage. In the fourth quarter, Tsinghua attached middle school tried to launch a counterattack, yali Middle School continued to play steadily and steadily, and finally defeated the Affiliated High School of Tsinghua University 81-62, winning the women’s team championship in the national finals.
Yali Middle School won the 2022-23 season high Women’s Team Championship
The men’s group final held in the evening was played against the Affiliated High School of Tsinghua University by Huopu Middle School from Linhai, Zhejiang province. Although there is no such glorious resume as the exclusive overlord Tsinghua attached Middle School, Huopu Middle School is also considered to be a proud and powerful party in the past few years. After the start of the game, relying on the desire for victory, the three sections before the middle school of Huopu led double digits at one time. However, in the fourth section, the physical fitness of the players in Huopu Middle School began to decline. The secondary school of Tsinghua seized the opportunity to successfully equalize the score, when the game is dragged into the plus.
In the overtime match, the Tsinghua affiliated high school, which was a strong soldier, won the first place and hit a three-point lead of 6 points in a row. However, Hupu middle school followed the score step by step with tenacious fighting spirit. At the last moment, the inner pillar of Huopu middle school jumped up slightly thick and tall, hitting the key 2 points with an action that seemed to be separated and surpassing the score. At this time, there were only two seconds left. With the last attack of Tsinghua attached high school failed, Hupu Middle School won the men’s team championship in the national finals with 74 to 73 points.
Light and thick, use a memory to lift the fire Sky to end the game
It must be pointed out that this is the 15th defeat of the men’s team of Tsinghua affiliated high school to the national finals, and they have never missed the men’s women’s basketball national championship within one year. For the affiliated middle school of Tsinghua, this is undoubtedly a bitter day in the history of basketball in their school. For all the teams participating in Nike, this also declares that Nike has entered a new era of competition for hegemony.
Yao Ming and Yi Jianlian came to the scene and Nike built the endurance into a top campus basketball feast.
On the night of the competition, the people who witnessed the transformation of the age of naigao were not only tens of millions of viewers on Tencent videos and TikTok, but also Yao Ming, Yi Jianlian, Wang Fei, who were on the scene, guo Shiqiang and other famous Chinese basketball players. Why can a basketball match for middle school students attract so many coffee spectators? I’m afraid this should start with the birth of naigao.
Yao Ming gives awards to players
In 1998, the first China Nike High School League officially kicked off, and the competition was once very popular. In 2003, Nike reached cooperation with CHBL, the first national high school basketball league under the Chinese Middle School Sports Association and the Chinese Basketball Association. The two sides had been cooperating until 2015. With the blessing of official competitions and Nike’s strong marketing ability, it has also become a period of vigorous development of endurance.
After the expiration of the contract between the two sides in 2015, Li Ning succeeded Nike in sponsoring CHBL, and Nike began to independently operate its own high school basketball match “endurance”. What is interesting is that from 2015 to 2019, in the four seasons when Nike and CHBL briefly “broke up”, Nike gained high attention due to its strong marketing momentum, however, there was no official support. However, CHBL, the official league, had a small voice, and even faced the embarrassing situation that Li Ning withdrew from sponsorship and the league had no main equipment sponsor in the 2018-19 season.
In 2019, Kobe witnessed that the Sports Association signed a contract with Nike.
Therefore, during the 2019 Basketball World Cup, Nike official Xuan and CHBL joined hands again, which led to the story of the subsequent rejuvenation of endurance. In this year’s final, it is not surprising that celebrities such as Yao Ming and Yi Jianlian were invited to watch the match as guests from the Chinese Basketball Association and Nike. Of course, as a sports brand that can tell stories most and build IP most, Nike brings endurance far more than that.
During this year’s finals, Nike elaborately created short films on the theme of “fighting for my hometown” for teams entering the men’s and women’s finals, connecting countless people’s sense of honor in their hometown, achieve extraordinary circle breaking effect. At the same time, Nike also used its powerful database capabilities to upload player data, player ratings, Live Photos and other information of this competition to the refractory mini program, let the players and fans experience a sense of ceremony comparable to the professional league.
At a time when the trend of women’s sports is booming, Nike also has a special “fearless Golden Blue” award to encourage teams that perform well in the women’s group. Shao Ting, the honored guest of the “fearless Golden Orchid” award and also a senior sister of naigao, said frankly: “The children now have excellent physical conditions and the hardware conditions of the competition are much better than those of us at that time, they all have a bright future.” — You know, this is only the first high-endurance recovery in the post-epidemic era. I believe that in the near future, the high-endurance of a larger scale and more patterns is also worth looking forward.
Grab from the doll! Nike continuously delivers talents for Chinese basketball
As Shao Ting said, in this year, the weak and generous MVP of the men’s group won by Nike will meet with the second team of China’s men’s basketball, which is being trained in Serbia, to fight for the U19 men’s basketball World Cup, which will start on June 24. However, Zhang Boya, the MVP of the women’s group, will enter the university next, taking the road of combining sports and education. In the future, fans may see her in the women’s basketball team of Huazhong University of Science and Technology. It can be said that no matter at the professional level or the level of integration of sports and education, endurance is continuously helping the development of Chinese basketball.
Yi Jianlian presented awards to two MVP players
It is worth mentioning that, just one day before the final of Nike, Nike also joined hands with Yang Yi, a famous basketball commentator, to gather many famous basketball KOLs and their children, A basketball match between parents and children was held, which vividly demonstrated that “Basketball starts from the doll”. Watching his children running on the court, Yang Yi even called Straight: watching any ball is better than playing with his children!
Parent-Child basketball game organized by Nike
In fact, Yao Ming, chairman of the Chinese Basketball Association, said more than once: “tamping the tower base of Chinese basketball, making more people fall in love with basketball, and making more schools can carry out basketball, this is the future of Chinese basketball.” According to the China Basketball Development Report in 2021, the average basketball population in China reached 0.125 billion, while the core basketball population reached 76.1 million. More data show that China’s Pan-basketball audience is close to 0.5 billion.
Quantitative changes can produce qualitative changes. The annual endurance finals and CBA finals have just ended. After a short overhaul in summer, the basketball matches of Hangzhou Asian Games and Basketball World Cup are about to start. I believe that in this fertile land of basketball, with the continuous progress of high-level campus competitions such as endurance, it will not be too far to produce a new generation of stars comparable to Yao Ming and Yi Jianlian.