Incorporated: Clutch Shoe Incorporated

During the 2012 London Olympics Nike Launched their “Find your Greatness Campaign”. This Campaign was meant to make the everyday athlete strive to their personal goals and achieve greatness. Nike tried to differentiate itself from competitors by featuring amateur athletes compared to professional athletes. Nike intended to propose their idea of greatness, trying to show it’s not restricted for only the chosen few. But rather, it is something we are all capable of. Their message was to inspire anyone who wants to achieve greatness and that Nike products, from shoes to watches to shorts, would help you achieve this, as well as helping to motivate yourself to do more. In the commercial titled “The Jogger”, a part of the “Find your Greatness” campaign, proves to be convincing through intense emotional appeal, the strong credibility from Nike, and the logical feeling that we can all achieve greatness.

The Footlocker commercial concluded with showing the new Nike shoes and shirts with a statement titled with, “Just go to Footlocker.” This commercial’s persuasion techniques were utilized appropriately and successfully. From begging to end it was amusing and gave a great visualize as to what the new gear looks like considering that they were both wearing it. The main audience would enjoy this commercial and would shop at Footlocker since these two are great role models of the basketball

Ace Athletics and C Sole have had very similar competitive strategies as well as execution. C Sole’s greatest strength is their ability to maintain a high S/Q rating in every market. That strategy has worked well for them, but has shown potential to be damaged by our recent ability to offer better prices and retail support. In the past several years Ace Athletics has positioned ourself to take over large portions of the markets away from C Sole. The opportunity for Ace Athletics has never been greater. We have figured out a way to keep our cost of goods sold competitive. Even with the lowest quality of the industry. This result is from heavy investments in our employees trainings and large plant and capacity upgrades. Customers are clearly concerned with the quality they are paying for, and it has been one of our goals to meet that demand. Going forward we are looking to revolutionizing the footwear industry and building upon our relationships with our investors, employees, vendors, and customers to take full advantage of the global shoe

Crocs, INC is a world leader in innovative casual footwear. The key product differentiator that Croc’s offers is their use of “Croslite” material, a revolutionary technology that gives each pair of shoes the soft, comfortable, lightweight, non-marking, slip and odor-resistant qualities that Crocs consumers know and love. Founded by Scott Seamans, Lyndon "Duke" Hanson, and George Boedecker, Jr, Crocs was the product that resulted from a sailing trip in the Caribbean and their need for a shoe that wouldn’t slip on a wet boat deck.

The campaign I decided to research was the “Just Do It” campaign done by Nike. Named after the Greek goddess of victory, it is no surprise that Nike has been one of the most successful sports apparel franchises in history. The brand was born through the collaboration of Oregon track coach Bill Bowerman and Blue Ribbon Sports associate Phil Knight. Seeking a profitable career without giving up his love for sports, Phil Knight ventured out into the field entrepreneurship by taking a trip to Japan upon graduating college. It was there he came across the Tiger brand running shoe. Impressed with the style and low cost, Knight had a few pair shipped to his home in

Sportswear is defined primarily as apparel and footwear made for sports participation, though is now also includes casual clothes worn by people for daily activities (E. Ko, C. R. Taylor, et al., 2012). The sportswear market is one of the most price-competitive markets throughout the globe. Within the UK, items of sportswear are purchased by almost 90% of people under 35 years of age, and by 76% of the population as a whole (Mintel forecasts, 2006). The international sportswear market is worth nearly 41.5 billion US dollars at the wholesale level, with Nike, Adidas, as well Reebok comprising some 14% of this market

Reebok is an American-inspired fitness brand that relishes global success. The innovation strategy within the company 's roots is to create clothing and accessories allowing the athlete to train at their maximum potential. By using the technologies available as well as innovating to create new sport apparel, reebok can provide a material benefit to consumer’s fitness activities. The direct mission of the Reebok company is to “Challenge and lead the fitness world through creativity.” The content displayed within the website of the Reebok company properly aligns with the mission of the company, although, the mission is very mundane. The company’s brand attitude as well as the company’s strategy are each alluring; A weakness found within the mission statement. The company would be beneficial in establishing a target audience. Perhaps, the audience could be casual trainers, runners, basketball players, or fitness junkies. By establishing a target audience, reebok would at least be able to make a large impact in that business industry, rather than trying to have success in all athletics simultaneously.

Nike is the largest seller of athletic footwear and athletic apparel in the world with subsidiaries in over 200 countries across the world. It is a company that was founded by Phil Knight in the 1960’s, who was a talented middle-distance runner from Portland. He approached the Onitsuka Co. in Kobe, Japan, and persuaded the manufacturer of Tiger shoes to make Knight a distributor of Tiger running shoes in the United States. He partnered up with Bill Bowerman , a nationally respected track and field coach at the University of Oregon who had been researching ways to give his athletes a competitive

This advertisement, for Reebok ZPump tennis shoes, shows six pictures of J.J. Watt pulling weights behind him while running in a football stadium with fire behind him. On the bottom of the advertisement is the text, “PUMP TO FIT. FIT TO IGNITE.”. In the center of the advertisement is a concrete sidewalk with football turf on both sides and Reebok ZPump tennis shoes in the middle of the sidewalk, displaying the little round pump button on the tennis shoes. The thesis for this ad is: Wear the Reebok ZPump tennis shoes and you will be just as fast and explosive as J.J. Watt is on the football field. The purpose of this ad is to convince the athletic male audience that by purchasing these shoes it will up your game.

We should look carefully how much the market needs to cover the customers demand. It is so important to make sure that our products will not be an additional product in shops that will end up in the store house. As today many companies competing in the shoes industry , our product must be unique by its design and quality in which attracts the customers and let it be a substitute to many other brands. The shoe designed by Sport

Nike, as a brand knows how to voice motivation, inspire through imagery and make it seem as if you didn’t know how you were living without Nike product. Not only are Nike’s images well constructed, visually appealing, inspirational and motivational – the way thee wording around their posts stand out as something somewhere needs to hear. There are millions of people talked into becoming active, told to keep going and told “There’s No Finish Line” due to social media activity with this brand. Through imagery, Nike successfully creates product focus by gaining attention with a one liner like “Just Do It” (their slogan), discussing the product, and moving into something inspirational. However, not every post is circulating around selling. With a proper mixture of quotes, motivation, celebrity marketing and technology, Nike uses imagery to grab consumer attention. Each and every image on all channels of the Nike family uses extensive composition with color and negative space, a noticeable subject or focus and a good “flow” of timelines making sure to balance their mixture of marketing tools via social channels.

Nike and Puma are both focusing on their customers and are strongly committed to marketing. (Wood, 2013). These sports organisations share a thorough dedication to understanding and fulfilling the needs of their customers in clearly defined target

Nike’s distinctive competency is in its marketing strategy, particularity in the area of consumer brand awareness and brand power. Its famous marketing campaigns and sponsorships programs were the leading factors behind its growth and success. Nike spends a substantial amount of funds on advertising because Nike believes that trough effective promotion and advertising it can reach its customers and build interest for its products. Also, it can differentiate its position in the mind of consumers and establish brand loyalty through marketing. For example, the "Just Do It” campaign, and symbols like the Nike "Swoosh’, couple with famous sports icons, serve as instant reminders of the Nike Empire.

The shoe industry seems to regain some stability after the dim past years of recession. The industry is a mature market undergoing some crucial changes that players need to consider carefully. On one hand, players who miss the online transition may certainly loose market shares. On the other hand, players who manage to rethink the way they operate and to redefine a consistent corporate identity

In his article, Teixeira begins by examining how the footwear industry has conventionally been characterized with memorable advertising to an extent that major brands have spent millions of dollars in creating spectacular TV advertisements. Some of the major brands mentioned in the article are Reebok and Nike that have spent huge amounts of money in hiring advertising agencies and signing athlete-endorsers. He proceeds to examine how most of the big brands are using online mechanisms in advertising their products through shooting videos and sharing them on YouTube.