Guardians of Grail

cheapbag214s · Posted: Wed 21:09, 04 Sep 2013 Post subject: Nike Is a Shoe

Nike Is a Shoe
marketing. "Superstars aren't anything without a great team around them. . . . basketball shoe market. And remarkably,[link widoczny dla zalogowanych], the share is increasing.
Adidas has drawn on its own stable of stars, including Garnett,[link widoczny dla zalogowanych], Tim Duncan of the San Antonio Spurs, Tracy McGrady of the Houston Rockets, Chauncey Billups of the Detroit Pistons and Gilbert Arenas of the Washington Wizards. Instead of featuring them individually, the company is packaging them together as a team in commercials and print advertising, emphasizing team play and the need for dependence on each other.
"It's all about personalities,[link widoczny dla zalogowanych], and Nike has the players that the kids want," said Matt Powell, an analyst for Sports One Source,[link widoczny dla zalogowanych], which tracks sporting goods sales. In addition to Jordan and James,[link widoczny dla zalogowanych], the Nike superstar arsenal includes Carmelo Anthony of the Denver Nuggets, Dwyane Wade of the Miami Heat and Kobe Bryant of the Los Angeles Lakers. basketball shoe sales,[link widoczny dla zalogowanych], Powell said.
With $15 billion in annual revenues, Nike has more than twice the financial heft of Adidas and can outspend its rival.
Adidas is undeterred. Armed with an 11-year, $400 million contract as the official uniform and apparel provider for the NBA,[link widoczny dla zalogowanych], the Germany-based Adidas is introducing its biggest advertising offensive ever in the United States. But,[link widoczny dla zalogowanych], he adds,[link widoczny dla zalogowanych], "superstars aren't anything without a great team around them."
The campaign parallels the marketing of the NBA itself. Commissioner David Stern over the last two decades turned the NBA into the league of the worldwide superstar,[link widoczny dla zalogowanych], starting with Magic Johnson and Larry Bird, then Jordan and Bryant, Shaquille O'Neal and James. In recent years, especially following one of the league's all-time low points two years ago in Detroit when players fought with fans in the stands, the NBA has emphasized its softer side, including the players' commitment to community and team play.
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