长沙民政职业技术学院备课纸
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第 1 教案
课题：Unit 1 Sports and Business
Text 1
目的要求（知识点、能力点、素质点）：
1. Roughly know some background information about several world famous
sportswear brands, e.g. Nike, Adidas, Reebok, Kappa and some Chinese brands,
e.g. Li Ning, Anta.
2. Master the English names of some sports in Olympic Games.
3. Use the above knowledge freely when touching the related topic in conversation.
教学重点及难点：
Master the background info about famous sportswear brands and memorize some
of the sports names in English.
教学方法及手段：
Bilingual teaching; brainstorming; question raising
学法指导：
Search the internet for further info and memorizing the English sports names by
knowing some basic features of the sport.
教学过程设计：
1. Step 1: Raising warm-up questions for discussion
2. Step 2: Giving answers for reference
创新点：
Provide the students with the most updated information about some famous
sportswear brands. Instruct students how to remember some English sports names by
making comparison with the Chinese ones.
课后小结：
The world sportswear market has entered its maturity after more than 30 years of
development.
作业布置：
Collect some detailed info on Nike, e.g. its logo, its managerial idea, its products
range, etc.
Step 1 Warm-up
1. Can you say some words that are related with sports?
We can roughly divide sports into 4 categories: Athletic Sports (race, relay race,
walking race, the 110 meters hurdles, hurdler, sprint (AmE: dash), marathon, shot put,
weight throw, pole vault, high jump, long jump (AmE: broad jump), triple jump,
throwing the discus/hammer/javelin), Individual Sports (gymnastics, horizontal bar,
parallel bar, rings, side horse, balance beam, uneven bars, floor exercise, horse vault,
wrestling, tae kwon do or kickboxing, judo, weight lifting, shooting, equestrian,
fencing, boxing), Water/Ice Sports (swimming, medley relay (混合泳)，breaststroke,
backstroke, freestyle, butterfly, diving, water polo, boat race, skating, figure skating,
ice hockey, skiing, downhill race 速降滑雪) and Ball Sports (football, soccer, tennis,
table tennis, softball, baseball, basketball, volleyball, badminton, hockey, gulf,
snooker, billiard, pool, cricket, handball)
Other words related to sports: Olympic games, Paralympic Games, Winter
Olympics, pitch (足球，橄榄球场), court (网球场), ground/field, coach, guide(领队)
trainer(助理教练), referee/umpire, sportsman / sportswoman / contestant / competitor
/ player / athlete
2. Can you name some famous brands of sportswear?
Nike, Adidas, Reebok, Li Ning, Umbro, FILA, Puma, Kappa,
3. How do you think the sports and business are related with each other?
e.g. three major American leagues, NBA, NFL, MLB, sell the broadcasting right
of all matches to various TV stations at very steep price. Consequently, TV stations
charge very high for the commercials airing during the intermission or time-out of the
matches. You can also see various ad boards around the arena. Even the clothes of the
players become a perfect spot for advertisement.
Another element that connects sports with business is the booming market of
sportswear. The sportswear includes both sports footwear and apparel. Nowadays,
people increasingly attach great importance to healthcare. Many leisure sports, such
as jogging, badminton, table tennis, become popular among people of various ages,
which creates a huge market for sportswear.
4. A brief introduction to the sportswear industry
As we know, the sportswear industry includes both athletic footwear and apparel
(garments). Before the 1970s, sportswear was limited in a small circle of people.
Usually, only athletes wore them at some athletic events. However, in the 1970s it
began to evolve into a mainstream fashion product. The clear divisions between
performance and fashion, function and style, formal and informal have become
increasingly blurred. In the 1980s, the acceptability of casual dress on more occasions
paved the way for sportswear to move into the mainstream clothing market. During
this period there were more and more people participating in sports in their spare time.
The athletic footwear (around 70%) is bought for leisure, casual or everyday use.
In 2003, the total worth of the athletic apparel and footwear market was estimated
at over 58 billion US dollars — of which the sportswear apparel sector formed a
much larger part than the athletic footwear sector.
The sportswear industry is very labor intensive. Therefore, most production takes
place in low-wage countries where the labor cost is low but working conditions are
very poor. The majority of employees in such “sweatshops” of sportswear companies
are children or women. They have no health or social benefits and have to work for
long hours under unhealthy and unsafe working conditions with unpaid overtime.
5. A brief introduction to some famous brands in the sportswear market
The brands in the sportswear market are divided into two categories: “A” brands
and “B” brands. The judging criterion is the market share of the brand.
Nike, Adidas and Reebok belong to the “A” brands.
Nike is the world’s No.1 shoemaker and controls more than 20% of the US
athletic shoe market. The company designs and sells shoes for a variety of sports,
including baseball, cheerleading, golf, volleyball, hiking, tennis, and football. Nike
also sells Cole Haan dress and casual shoes and a line of athletic apparel and
equipment. In addition, it operates NIKETOWN shoe and sportswear stores. Nike
sells its products throughout the US and in about 160 other countries. Mark Parker
succeeded Bill Perez, who resigned in 2006, as president and CEO.
Adidas was established when the German brothers Adi and Rudi Dassler split their
family company, the “Bebrüder Dassler Schuhfabrik”, into Adidas and Puma in 1948.
The heart of the Adidas product line is athletic shoes, but the three-stripe logo appears
on apparel and other jock accouterments. Bankruptcy once had it on the ropes, but it
made a comeback by shifting production to Asia and beefing up its marketing. The
No.2 maker of sporting goods worldwide, behind Nike, won sponsorship rights to the
2008 Olympic Games in Beijing. It bought Reebok in 2006 for some $3.8 billion. The
slogan of Adidas is “Impossible is Nothing”.