Word: approaches
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...tsunami. The ruling military junta says that more than 30,000 people are dead; the U.N. estimates the figure at perhaps 100,000. The number of Burmese at risk of starvation and disease could reach nearly 2 million. Unless the victims receive immediate help, the death toll could conceivably approach that of the entire number of civilians killed in the genocide in Darfur...
...just marketing. Both Nike and Under Armour are latching onto a new approach to training that's more dynamic than lifting weights and sprinting. At Nike.com athletes can access drill videos from "SPARQ Master Trainers": You're a basketball player, and you want to improve your quickness? Have your coach drop tennis balls at your feet, and catch them before they bounce above your knees. Under Armour will also post cross-training drills on its site this summer. "Nike is going after them with a vengeance," says John Shanley, an analyst at Susquehanna Financial Group. "They want to make sure...
...would Under Armour risk the punishment? The company's apparel business is solid--up 37% in 2007--so Under Armour certainly doesn't need to jump into a new category to grow. "Maybe I'm a little naive as we approach the footwear market," says Plank, a former University of Maryland football player who started the company in his grandmother's basement more than a decade ago. "Maybe we don't recognize the fact that we're walking on a tightrope on the 55th floor. But the fact of the matter is, it feels right. And that's what brands...
...strategist, though, Plank is more brains than brash. Many analysts admire his approach to expanding his brand. Under Armour could have jumped right into one of the two biggest sports-footwear categories--running and basketball--to try to steal share from Nike, Adidas and other Bigfeet. Instead, the company chose a more disciplined approach. Under Armour tested the footwear landscape about two years ago, when it started making American-football cleats. Selling soccer shoes against Adidas and Nike would have been suicidal. Football is a small, specialized market--about $250 million in the U.S. "Our No. 1 goal was authenticating...
...Americans grow more green-minded, more of them want to approach environmentalism in concrete terms. Thanks to websites like Carbonrally, one increasingly popular way to do so is by measuring and measurably reducing our carbon footprints--the greenhouse gases we're responsible for emitting. The more dependent we are on fossil fuels, the bigger our carbon footprints; unsurprisingly, Americans, who are responsible for more than 20 tons of CO2 per capita annually, have some of the biggest feet in the world. How big? A recent study by a class at the Massachusetts Institute of Technology found that even a homeless...