Word: nike
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Dates: during 2000-2009
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French businessman Malamine Koné is talking a big game. A very big game. The founder and CEO of sportswear maker Airness is explaining his goal of swiftly boosting his company's 2005 predominantly French sales of $150 million to rival those of global giant Nike's $14.7 billion in 2005. Sound a touch fanciful? Don't tell him that. "You know where Puma was five years ago? Deeply troubled," Koné says of the now surging German-American sportswear group, whose sales last year exceeded $2 billion. "And six years ago, Airness scarcely existed. We didn't get this far this...
...market, though, does not need the majority of consumers to profess a higher morality. For instance, many apparel manufacturers, like the much-maligned Nike, conceded to the demands of a small, but vociferous, anti-sweat shop campaign and started monitoring their sub-contractors. In doing so, the companies resuscitated lagging profits and motivated a much larger group of (normally indifferent) consumers to buy brands that promised adequate labor conditions. This story shows that consumers want to inject some moral vigor into their largely materialist lives—and that businesses respond. From “hormone-free?...
...coupons for a sample. The supply ran out in three days. In the fall, British fashion retailer New Look used Hypertags, small electronic devices embedded in billboard panels that sent digital discount vouchers via infrared and Bluetooth, which could be spent at nearby stores. Hypertag counts Procter & Gamble, Ford, Nike and Vodafone as clients. "It tends to be big companies who want to do exciting, above-the-line promotions," says Rachel Harker, one of the company's co-founders. And in Britain the line keeps getting higher, says James Davies of Hyperspace, the innovations division of the London ad consultancy...
...every video goes viral. The vast majority go nowhere--YouTube hosts millions of hours of drunken parties, tearful confessions, smiling babies, sleeping cats and screen grabs from World of Warcraft, all doomed to obscurity. Nike showed a firm grasp of the form with a popular clip, an ad stealthily designed to look like amateur footage, showing soccer deity Ronaldinho putting on a pair of sneakers and then, incredibly, nailing the crossbar with a soccer ball four times in a row. Some of the successes are accidental. For a while, one of the popular movies on Google Video...
...fairly standard pop music video. Rihanna burst onto the charts last summer with a unique sound, but her latest effort merely indicates that she is versatile enough to produce hits outside of the reggae/dancehall realm, just like every other pop singer. At least, in comparison to her recent Nike advertisement featuring this song, the music video attempts to interpret and complicate the song lyrics. Unfortunately, despite this valiant goal, it ends up being largely indistinguishable from other videos in the same genre, I guess I’ll have to wait for her next one to “rescue...