Word: nike
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...Used sparingly, the words "God bless America" would have to be taken as a serious theological proposition. Instead, like Nike's "Just Do It" or any other ubiquitous catchphrase in American culture, the words eventually lose their meaning. Today, "God bless America" has become the Pennsylvania Avenue equivalent to the taglines of Madison Avenue...
...hottest areas of innovation is in clubs for women, who now make up nearly a quarter of the 24 million golfers in the U.S., with young women becoming the fastest-growing group of all. So when Callaway and Nike, two of the leading golf-equipment manufacturers, recently released new clubs designed specifically for women, I couldn't wait to take some test swings...
...Nike's new equipment for women includes the SQ irons, the first of what will be several sets that are weighted with the female swing in mind, and the Karma, a ball that efficiently transfers the least amount of energy from a swing into a longer distance on the fairway. Amazingly, the new clubs cost less than traditional ones. And that's a sweet spot any new golfer can appreciate...
Although that feud is part of sports lore, the saga of Adidas also holds insights into the durability of a global brand. Adidas survived corporate intrigue, near bankruptcy and being outmarketed and overtaken by Nike. It is still the No. 2 maker of sporting goods in the world...
...Nike may have perfected it, but celebrity sponsorship was the ticket to the top for both Adidas and the smaller Puma. Jets quarterback Joe Namath paraded around Manhattan in the 1970s in his swanky white Puma sneakers, and fans bought hundreds of thousands of pairs. Namath had an unprecedented deal: $25,000 a year, plus 25¢ for each shoe sold. Quaint, isn't it? The competition for star endorsers would define the battle for sporting-goods supremacy. By the time soccer star Beckham signed on in 2007, Adidas committed to a lifetime deal reportedly worth more than $600 million. Says...