Word: sneakered
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Dates: during 2000-2009
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Other members of the Forbes 400 would also do quite nicely, based solely on their stockholdings in their companies. Philip Knight, Nike's billionaire founder and chief executive, who turned a sneaker into a household name, could save $14 million or more in taxes. Michael Eisner, ceo of the Walt Disney Co., could shave off $1 million. Still others belong to an elite tax-savings fraternity. Most notably: the five members of the Walton clan of Arkansas, the first family of Wal-Mart Stores, who could pocket $187 million...
...says. Today, the cavernous buildings housing the assembly lines where she used to work are padlocked. The union and the factory's workers are camped out in the one building they have access to, which houses the union office and what used to be the "Nike School," where the sneaker company ran a supplemental education program. They intend to stay there, says Ahmad Saukani, the 35-year-old vice chairman of the company union, until they get fair severance pay. The target of the workers ire is PT Doson Indonesia, the company that ran the factory as a supplier...
...places and parties around town. "We leverage the untapped power of word of mouth," says Matthew Stradiotto, cofounder of Matchstick, a Toronto firm that specializes in product seeding. Before a product launch, Matchstick hands out samples to key "influencers," a method credited with contributing to the success of sneaker launches by the likes of Adidas and Reebok...
Shoe marketers trying to reach trendsetting young urban males have discovered a fact long known by any weary eighth-grade teacher: guys love a troublemaker. Celebrity endorsers typically have been squeaky-clean family men like Cal Ripken Jr. or harmless rebels like long-haired Andre Agassi. But today's sneaker ads often showcase figures known as much for alleged misdeeds as for their accomplishments. When a company attaches its brand to these antiheroes, "it's a way of saying, 'We're in touch with somebody who is street real,'" says Rick Burton, professor of sports marketing at the University...
...chairman of Li Ning Sports, champion gymnast Li Ning, is also the company's chief spokesman. Li became a national hero to millions of Chinese after he won six medals?three of them gold?at the 1984 Los Angeles Olympics. It's as if Michael Jordan had his own sneaker company instead of being a shoe tree for Nike...