Subject Index
 

Nike Bauer was being severely out-spent by Reebok, its major competitor in the hockey market. As it could not compete in financial terms, the brand aimed to make an emotional connection with consumers ...

Polo Ralph Lauren is an established American luxury clothing brand which has enjoyed massive success and become an aspirational label. Linking with the Wimbledon Tennis Championships provided a perfec ...

Deichmann - the biggest shoe retailer in Germany and Austria - introduced a new communications strategy in 2005/06 in an effort to further improve its quality credentials, and in an attempt to build s ...

Every four years, the rivalry between sports brands intensifies as each attempts to leverage the holding of the FIFA World Cup™, and its audience of billions, to their advantage. With the 2006 tournam ...

Nike was seeking to become the number one player in the women's sportswear category. To do this, it needed to inspire all women to feel like athletes - and it decided to use dance as the vehicle to co ...

To combat an all-out assault from Reebok, Nike created the new Nike Bauer brand. Bauer, a long established hockey company was the first brand to share the Nike name and logo, but initially the new bra ...

The campaign was to raise awareness for and increase sales of Jordan Brand's inaugural Jordan Lifestyle apparel collection, which hit the market in Fall of 2005. After its peak in the 1990s, the Jorda ...

This article provides an insight into the foundations, history and current strategy of the Turkish fashion brand Vakko, with an emphasis on the products it offers, and its long-term advertising strate ...

This paper discusses a campaign for Skins, an athletic brand designed to improve blood circulation and reduce build-up of lactic acid (which makes muscles ache after exercise). The marketing objective ...

The Lee Apparel Company, a division of VF Corporation, piloted an image-altering advertising campaign that began in the autumn of 1995 and continued through 1997. Lee hoped to update its brand image i ...

Wrangler, Inc., a division of VF Corporation, launched a new line of clothing in 1993. The Rugged Wear line featured sturdy fabrics, camouflage patterns, and layers of warmth to appeal to those who ...

In 2003, Lee Jeans, a division of VF Corporation, was a 114-year-old company whose brand of women's jeans, Lady Lee Riders, had been a staple of closets for more than 50 years. But Lee was lo ...

In September 1997 Toth Design and Advertising introduced a Tommy Hilfiger U.S.A., Inc. ad campaign for men's tartan-style polo shirts. The polos were usual enough, typical plaids in green, reds ...

In 2003 Reebok International Ltd. was the second-largest maker of athletic shoes and fitness apparel in the United States. With profits approaching $1.5 billion, the Canton, Massachusetts-based compan ...

The valued-focused Old Navy apparel brand was an immediate hit when it was introduced in 1994 by San Francisco parent company and national clothing retailer Gap, Inc. Old Navy made a name for itself w ...

In only its second year of national television advertising and its fourth year in existence, Old Navy clearly announced its arrival as a major marketer by securing a spot on the final episode of ...

Of all of the commercials Michael Jordan had done for Nike, Inc., he was most proud of the 1997 spot that took a glimpse at his humanness. The commercial, filmed in a nine-hour shoot at Soldier Field ...

Nike, Inc., the sports-shoe manufacturer whose use of celebrity athletes as endorsers had helped it become the dominant American brand in its category, began focusing an increasing amount of its mar ...

Nike, Inc. launched its first national advertising campaign portraying skateboarders in 1997. The three television ads that made up the effort used a pseudo-documentary style to depict the tribul ...

Going into the summer of 1997, Nike gave its advertising firm, Portland, Oregon-based Wieden & Kennedy, an "emergency assignment," according to Jimmy Smith, a copywriter for ...

"Just Do It" became one of the most recognizable catch-phrases in advertising. It belonged to Nike Inc., the Oregon-based company that dominated the athletic footwear and sports app ...

Nike Inc., based in Beaverton, Oregon, and the world's leading manufacturer of athletic footwear, premiered its "Move" television spot in early 2002 during the Winter Olympics i ...

In 2002, before ever playing an NBA game, basketball prodigy LeBron James had secured a $90 million endorsement deal with the world's largest athletic company, Nike, Inc. The Zoom LeBron bask ...

Tiger Woods was one of the most acclaimed golfers in the world before he ever took a single swing as a professional. Nike, Inc., the footwear and apparel giant known for its industry-defining advert ...

Founded in 1906, the Boston-based company New Balance Athletic Shoe, Inc., had become the third-largest manufacturer of athletic shoes in the United States by 2003. Long catering to the serious athlet ...

From its inception in 1906, Malden Mills Industries, Inc., was a leading American textile company. The firm's Polartec brand all-season synthetic fabrics, which helped pave the way for high-tec ...

Clothing manufacturer Levi Strauss & Company entered the wide-leg jeans market in the summer of 1996. To celebrate the launch of its Wide Leg line, the company initiated a campaign aimed at a t ...

Even though Levi Strauss & Company had been the cornerstone of the denim industry for over a century, declining sales plagued the company during the latter half of the 1990s. Jeans designed b ...

Levi Strauss & Co., whose founder invented blue jeans, became the jeans brand of choice for America's youth around the mid-twentieth century, but during the 1990s this began to change. ...

Joe Boxer built its reputation in the underwear field by being offbeat. It was the first to offer glow-in-the-dark boxers and was known to stage outrageous stunts, such as sending 100 pairs of underwe ...