Nike was conscious that Nike Free needed to be positioned as an additional training shoe in your kit bag, not necessarily as a replacement to your traditional running shoes. Unlike typical athletic shoes, Nike Free shoes allows the foot to move, flex and grip just as it would if running barefoot. The advertising and marketing campaigns were carefully crafted to ensure that consumers recognised Nike Free as a training shoe which [b]Nike AIR MAX TaIlwInD+2010 ShoEs[/b] could help build additional strength and therefore the ability to train longer - not as a replacement to its other sports [b]Nike Air Max 90 Shoes[/b] shoes. This product positioning was a balancing act, requiring careful communication and application.Education was the key to positioning the shoe in the market. Nike Free was launched under limited and very tight distribution in the lead up to the major advertising campaign. The shoe was distributed initially only through running speciality stores before being broadened to general sporting goods stores. Nike Free was also placed with key people such as running coaches, podiatrists and physiotherapists with the aim of introducing Nike Free as a new product and training concept before taking it to the broader market.Part of the strategy was to take this 'barefoot' shoe directly to runners. To do this, Nike used the tried and true, labour intensive method of driving mobile vans to areas in the USA, Europe, as well as Australia, which attracted large amounts of runners. (In the early days of the company, co-founder Phil Knight sold shoes from a van parked at a local athletics track.) Staffed by running and footwear experts, offering gait analyses and the chance to test Nike Free, the mobile vans took the 'barefoot' shoe straight to consumers. This basic tactic engaged consumers on their terms and in their own territory, letting the Nike Free story be told on an individual basis.Advertising is synonymous with Nike. In partnership with its advertising agency, Nike has created some of the world's most attention-grabbing advertising. You may recall some Nike television advertisements: the cinema epic of soccer players battling it out in the hull of a ship or Pete Sampras and Andre Agassi playing tennis in the streets of Manhattan.The Nike Free advertising campaign was derived from [b]NiKe Free 5.0V4 SHoes[/b] a truth about the product. As the only shoe on the market that works with the natural motion of your foot to make it stronger, it gives people the ability to become stronger, better athletes than they have ever been before. The campaign, Reincarnate, was about athletes 'leaving their old selves behind' and discovering their potential. The tennis player Maria Sharapova, the footballer Cristiano Ronaldo and Wimbledon champion Roger Federer were among the athletes used in a TV commercial to advertise Nike Free, called Power to your feet. The advertisement which ran in Australia was different from Nike's 'blockbuster' ads; there were no spectacular crowd scenes or camera tricks. The scripts took months to write and the advertisement was heavily dependent upon dialogue. The advertisement featured ex-Arsenal player Thierry Henry. He is shown wrestling with his NikE AIR MaX LTD 2 SHoES own inner demons and even doubting himself. His new, 'reincarnated' self wins the battle in order for him to go on to be a better thlete and he leaves his 'old self' in the past.Nike Australia reintroducde the Reincarnation campaign via local Socceroo star, Marco Bresciano, and track athlete Craig Mottram. They brought to life how they are 'leaving their old selves behind' and reincarnating into different and better athletes. Advertising mediums included outdoor (billboards, sides of trams and buses), a DVD documentary on Craig Mottram which will be attached to the front cover of Alpha magazine and print advertising.Nike does not rely solely on television, cinema and outdoor advertising. Nike [b]Nike Air Max 2010 Shoes[/b] understands that its consumers seek information online and as such it targets different online audiences around the world. The Internet has become an essential component in Nike's marketing campaign.Nike produces a range of products which are unique to a particular sport or athletic endeavour. Nike's marketing takes into account the different needs of athletes and consumers and uses its website to communicate with these groups via in depth content, product information and athlete insights.Having a new and innovative product is one thing, but a company must ensure staff working in sports stores understand the product, its benefits and how it should be used. To do this, Nike created a flash-animated multi-media learning environment. Called Nike Sports Knowledge Underground (Nike SKU), it mirrors a subway rail system with each 'stop' representing a training activity where new shoes such as Nike Free are displayed. Participants are taken on a three-minute course explaining design, benefits, features and top selling points of the shoe. At the end, they take a brief quiz to ensure they know about the product and can immediately use the information in customer dealings on the shop floor. A technical specification sheet can be printed to help with customer queries. Appreciating that many sales people are young, Nike's SKU is like a video game, with information packaged in short sound bites.Nike aims to bring inspiration and innovation to every athlete in the world - and it considers everybody to be an athlete! As a high profile, industry-leading sports company, Nike continually strives to keep itself at the forefront of product innovation and design. Through extensive research and development, the Nike Free shoe was created in response to the recognition that barefoot running can strengthen athletes' feet and legs naturally.Nike Free was developed after extensive research and product testing. With a strategic promotion campaign, Nike hopes to deliver the message that Nike Free is not designed to replace athletic performance footwear but to be an important part of training, thus improving performance.
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