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Article

This essay explores how purpose can be problematic when used incorrectly, while it can be a brand's saviour when relevant and refined.

Article

This article puts forward three essential principles that need to be considered when practising community marketing.

News

NEW YORK: Nike and adidas have both achieved "genius" status for their digital marketing activities, leaving them well ahead of other sports brands in this area, new research suggests.

Opinion

Would you be surprised to hear that children lining the athletes parade route through Olympic Park in London were advised to wear "comfortable, unbranded or adidas shoes"? A bit biased, you say? Okay, lots of sporting events are used to promote brands.

News

NEW DELHI: Nike, Adidas and Levi's are among Indian consumers' favourite apparel brands, new research has shown.

Article

This paper provides an overview of the global toys and sporting goods industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

This paper provides an overview of the footwear industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies.

Article

Sportswear is one of the most fiercely contested markets in China. It is also one market where local brands are providing stiff competition to global giants.

Article

The behaviors of the U.S. recovery consumer are largely anchored in a Responsibility mindset.

Research Paper

This study investigates brand loyalty and other brand performance metrics in the UK sportswear market.

Case Study

After more than a decade of dismal performance worldwide and a 1995 company relaunch by a group of international investors, the Germany-based athletic-foot-wear-and-apparel brand adidas (the official company name became adidas-Salomon AG after a 1997 merger with French sports-equipment maker Salomon) set its sights on rebuilding its share of the U.S.

Case Study

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 marketing resources on women in the 1990s.

Case Study

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 the agency.

Case Study

Between 1994 and 1996 Fila USA climbed from seventh place in the athletic-footwear category to an impressive third place.

Case Study

German sporting-goods company adidas-Salomon AG returned from near death in the mid-1990s with a new focus and global strategy.

Case Study

In 1978 Candie's shoes, especially a model called the Slide (a high-heeled slip-on), became a "must have" fashion accessory for America's teenage population.

Research Paper

SBS Broadcasting conducted a comprehensive youth survey in spring 2005. The survey monitored the lifestyle and media behaviour of urban Europeans living in four countries.

Research Paper

Classic economic theory and current marketing practice normally assume that one person's demand for a brand is not affected by the demand of others.

Case Study

In March 1996 the Pepsi-Cola Company unveiled nationally the largest consumer promotion in its history.

Case Study

Baseball, hot dogs, apple pie, and the little white sneaker—for generations, the Keds brand of casual footwear, with its rectangular blue rubber tag, had been an American classic.

Research Paper

If young people today are completely different from their counterparts of twenty years ago, the same may be said of traditional educational structures entrusted with their upbringing (parents, teachers, society in general, etc.).

Case Study

Launch of CICA, a new brand of trainers by Clarks shoes, 1992-3. Difficulties for Clarks to enter the by then lucrative premium trainer market, although they had an own-label trainer (failing), because a) Clarks associated with 'comfortable' shoes for children and older people, and b) hard to get distribution in sports shops because its trainers bore the name of a rival retailer.

Case Study

The Pony sports goods brand was perceived as ‘naff’ and the butt of jokes among its target 15-25-year-old UK male audience.