Word: sneakered
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Dates: during 2000-2009
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...million times since its October Web-only release, one of the most popular viral videos on the Internet today. Even for a company known for its winning, edgy marketing, that is a hat trick. By creating a youth-driven buzz so crucial to its leadership in the multibillion-dollar sneaker wars, Nike, based in Beaverton, Ore.the largest sporting-goods company in the world, with $14.7 billion in annual revenueshas kicked its $9.5 billion German rival, Adidas, in the shins...
...Dassler began hand making athletic-training shoes in 1924 in their family's laundry room in Herzogenaurach, Germany, they had no idea their efforts would someday lead to a full-fledged factory, Dassler Brothers Sports Shoe, producing more than 30 styles for 11 sports, including the first tennis sneaker. By 1936 the brothers were driving suitcases full of their coveted shoes to the Berlin Olympics, where they would persuade American Jesse Owens to sport their product. (He eventually won four gold medals wearing Dassler shoes.) Business boomed, and by the start of World War II, the Dasslers were producing...
...wasn't interested in running a TV campaign, he called in a few favors at J. Walter Thompson and shot the ad with his own money. He wasn't jazzed about Spider's cover, so he redesigned it. "They'd done a cover that had a kid's sneaker on it, with a little blood on it, and I went, I don't know, it didn't do anything for me. I want the reaction to be, 'I want this!'" He blew up the title into huge letters that practically shouted across the bookstore that this book was going...
...Capital, an Italian business magazine, was titled "When the Secret Is Your Brother.") While Diego will make headlines sparring in the press with Italian Prime Minister Silvio Berlusconi or hobnobbing with high-profile friends like Ferrari CEO Luca Cordero di Montezemolo, Andrea is content to talk soccer scores and sneaker styles with production managers back at the factory?many of whom have known him since...
Together the two brothers have built Tod's S.p.A. into a global luxury group with $450 million in annual sales that includes Tod's, the high-end leather-goods company; Roger Vivier, the legendary Parisian shoe brand; Hogan, a sporty sneaker and handbag brand; and Fay, a casual weekend clothing line. Four years ago, the Della Valles bought the Fiorentina soccer team, a move that has made them famous in a whole new arena?especially among young boys. It helps that the team, which was at the bottom of the league when they bought it, has since risen...