adidas is number two. How does number two capture number one when number one controls the major sports in the largest market? They place an emphasis on endorsers in the major sports, but they move quickly into capturing the niche markets where the collective of fans of various brands can amount to a more loyal…
Living up the company belief that sport has the power to change lives, adidas Outdoor is proud to announce a new partnership with 1Climb, a non-profit organization Source: adidas Outdoor announces partnership with 1Climb to give 100,000 kids their first climb in life In 2011 adidas acquired Five Ten. The outdoor sports company has since…
Niche-Out© Marketing Boxing, CrossFit, Ninja Warrior, Parkour, Lacrosse, Track & Field, Frisbee Golf and any sport that receives a small amount of coverage are niche sports. MMA and UFC are growing, but can also be considered niche. These lesser known athletic events, when marketed the correct way, can help both brands and retailers establish long-term…
ASICS has been one of my favorite brands this season. Via a number of performance related concepts the brand has positioned itself as one of the best athlete centered companies in the sneaker landscape. In tennis they’ve made history in signing their first Chinese woman athlete in Zhang Shuai, and their Mental Training Track raised…
In back to back weeks Under Armour has been the brand behind two of the biggest boxing matches in the last few years. While boxing is a niche sport and many people have abandoned the sweet science for MMA and UFC, when you get fighters like Alvarez who beat Chavez Jr. last night and…
This could easily be a post about how Nike also generated a considerable amount of coverage, but to do so the information would derive across a number of athletes at different moments. Instead, this post sits squarely on the shoulders of three events: DAZN’s Anthony Joshua vs Francis Ngannou and the NCAA 2024 Indoor Track…
Anthony Joshua & Under Armour sign long-term renewal partnership ahead of pivotal year. To mark the occasion UA has produced an AI commercial ‘Forever Is Made Now,’ as AJ prepares for the Ngannou fight on March 8th. When doing an analysis of Under Armour, it’s easy to forget the company is a global brand. The…
Sportswear is not an essential, but it is a necessity. I have a closet full of workout clothes and casual apparel. A lot of it is from Nike. I picked up Nike polo shirts because I operate an e-commerce site requiring me to pack and ship and carry huge boxes around in the Memphis heat….
Whether you consider yourself a sneakerhead or you’re just looking for some fresh new kicks, David “Kari” Daniels, aka Sneaker Phetish, joined TVL to exlpain some things. Source: A lesson on sneaker culture It used to be that athletes drove sneaker culture. Entertainers are now equally as powerful, but as sneakers become enmeshed with pop…
Herzogenaurach, Germany, August 26, 2022 Source: PUMA signs Mutaz Essa Barshim, one of the most successful high jumpers of all time Puma recently ran a profile on Gianmarco Tamberi as he won the European championship this season. Source: PUMA SE Tamberi is one of those athletes made for the promotional aspects of the sports industry….
Source: Court Trainer I wouldn’t hesitate to say even those who read this website often aren’t aware of NOBULL. I’ve dropped countless posts about the team who decided against attempting to enter the market by competing directly with the giants. NOBULL came to the biz by going after a demographic forced into a brand relationship…
HY ROSARIO discusses the Anacapa and Hiking Footwear I developed a ‘not-so’ new concept marketing strategy a few years ago: Niche-Out Marketing & E.N.D.E.A.R.S© The D and E in the strategy are for Designers and Education. The reason I created the concept was to hopefully hit brands since I was having a difficult time garnering…
Source: Vans x Textured Waves I’m a San Diegan living in Memphis. I miss the beach. While Black folks in Daygo often stand next to the ocean and bar-b-que or hoop down in the cove at Mission Beach, there are a small amount of us who move north and hit Pacific Beach and Ocean…
Anthony Joshua has teamed up with his cousin and rising star musician, Maulo, to create the ultimate fight night song. Source: Anthony Joshua Uses Music to Mentally Prepare I’ve been overlooking the work at UA lately. The company has ramped up ad spend and marketing is showing up in a variety of places. The work…
Learn about Allbirds’ Plant Leather (aka vegan leather). For way too long, fashion companies have relied on dirty synthetics and unsustainable leather, putting speed and costs before the environment. We wanted to put an end to that with a 100% natural, plant-based leather. Source: Plant-Based Leather Shoes | Sustainable Leather Alternative From Natural Materials |…
Source: Golf Scott Stallings is featured in NOBULL’s latest campaign. This is intriguing as the golfer has chosen a non-traditional partner working with the squad at Just the Horns. NOBULL entered the marketplace with a focus on Crossfit and Fitness. The team made a direct line towards Reebok and the result has been very good….
All companies are fighting Nike whether they want to or not. This makes a dialogue about a new product easier to create. In this instance, Nike, by allowing Roger Federer to walk away to Uniqlo and On-Running, opened up the opportunity for growing within the tennis market. ASICS has been a long-time sponsor of the…
Source: NEW BALANCE SIGNS BOSTON CELTICS ROOKIE AARON NESMITH New Balance has been active in adding sponsorships and endorsements. The brand has been signing athletes in basketball and soccer. They have also made it a point to lock up Boston College in a long-term deal. This is in contrast to what their immediate competition is…
Source: https://www.kickstarter.com/projects/societynineshoe/society-nine-womens-boxing-shoe Site: https://societynine.com/ Yesterday, my daughter and I turned on the Sean Fagan 20 Minute Muay Thai workout instead of running or lifting weights. My daughter is 12, but she’s participated in UFC training with a pro as the leader of her class. My boxing and training began in the Navy, but is really…
It’s been a much busier week in sneaker sales than I thought so I didn’t write a lot of articles on ARCH. That doesn’t mean that nothing was happening in the world of sneakers. Here are some of the things I wanted to write about, but didn’t in 3 minutes… well 3:40, but hey…
Synthesizing Converse’s deep hoops heritage and utilizing the latest in NIKE, Inc., innovation, the all-new shoe releases in May. Source: The Converse All Star Pro BB with Drop-in Nike React midsole When I began to write about marketing I developed a concept and used that concept to discuss Nike’s drop of the Kyrie 4. Why…
adidas TERREX athletes embrace Hong Kong culture by dyeing their white Zero Dye trail running kit indigo blue Source: adidas TERREX: TRUE COLOURS Imagine buying a shoe that is devoid of color, a Zero Dye, blank slate; not a traditional painted, all white leather, or a bleached fabric, a shoe that was created with the…
