Posts Tagged ‘Nike’

NFL players to Nike: “You make me look fat”

October 9, 2012

Punch line: After decades of wearing Reebok uniforms, NFL teams switched to Nike jerseys this year.  Nike introduced new tighter, sleeker uniforms, claiming enhanced performance, but some of the bigger linemen are asking the question, “Does this make me look fat?”

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Excerpted from WSJ’s, “The NFL’s 300-Pound Fashion Victims”

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Pondered in the NFL locker room this season, as some players try on their new tighter, sleeker Nike uniforms, is a question usually reserved for Nordstrom fitting lounges:

Does this make me look fat?

After a decade of wearing Reebok-made jerseys, NFL teams this year switched to Nike, which unveiled a new model that has what it calls a “body-contoured fit.

” While it looks great on Adonis-like players such as Arizona wide receiver Larry Fitzgerald and Miami running back Reggie Bush, it’s a bit less popular among those who are a bit more full-figured.

Tight jerseys are all the fashion in some sports.

How better to show off the sculpted physiques of NBA players?

Adidas even claims its tight Chelsea jersey “stabilizes and focuses the muscles’ energy.” 

Outfitting the NFL presents a range of problems—or rather, a problem of range.

Some receivers, running backs and kickers weigh less than 200 pounds. Linemen, meanwhile, routinely top 300. 

Making jerseys for lineman has become a bigger challenge in recent years.

The 1966 Green Bay Packers, winners of the first Super Bowl, did not feature an offensive lineman heavier than 250 pounds.

Today, the Packers’ five offensive line starters weigh an average of 312.8.

“We have 40 years of experience in the football business and the idea in our products is for optimal performance and we work with the athletes to find fit and function,” a Nike spokesman said. “The uniforms are available in a variety of sizes and cuts for different players with enhanced performance in mind.”

Edit by BJP

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You can slip into these sneaks for about $300 … deal or no deal?

September 12, 2012

Punch line: How do you market a pair of $300-plus sneakers? If you’re Nike, you just do it quietly. And by acting like you’re not marketing them at all.

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Excerpted from Advertising Age, “Nike’s $300 Shoe Has the Marketing Built Right In”

Nike found itself in another controversy this week when news surfaced that it’s planning its most-expensive sneaker ever: the uber expensive LeBron X …

As the Swoosh is no stranger to controversy it is poised to combat the backlash through:

  1. Counterattack: The athletic giant hasn’t said what the final price will be for the shoe but it ripped the $315 price tag quoted by the WSJ as “inaccurate.”
  2. Word of mouth: Instead of expensive ads, Nike’s relying on word-of-mouth to build anticipation. The result: the buzz from athletes and sneaker blogs has helped score stories in every major media outlet.
  3. Product placement: Nike had the placement of all placements when millions of NBC TV viewers watched LeBron wear the shoes while leading the U.S. men’s basketball team to the gold medal in London.

 

One of the strongest selling features for shoes like the LeBron X is that they’re not for everybody.

In fact, Nike will only make 25,000 to 50,000 pairs which is expected to drive up prices and demand.

Edited by JDC

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Move over MJ … Nike’s ready with some Lin-kicks.

February 22, 2012

Punch line: Nike has jumped on the Lin band wagon and plans to release the Hyperfuse 2011 Linsanity PE.

Pretty catchy name, right?. 

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Excerpted from brandchannel.com, “With Jeremy Lin Shoe, Nike Seeks Linsane Asylum

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In case you hadn’t noticed, the world has gone nuts for New York Knicks point guard Jeremy Lin …

Now Nike is planning to give the people what they want: to be #Linning too.

According to ESPN Radio’s blog, the shoe manufacturer is “set to release the Nike Hyperfuse 2011 Linsanity PE,” a shoe that features New York Knick’s iconic orange and blue with ‘Lin’ written in script, “sweeping across the side of the heel” …

Lin’s new shoe isn’t likely to supplant the Air Jordan in Nike history, of course, but it’s hard to imagine what will happen if Lin keeps leading the Knicks to consecutive victories — and after the inevitable end to the hot streak …

Meanwhile, Lin’s brand keeps getting larger, and not just in the U.S.

Lin — who is the first American-born player in the NBA of Chinese or Taiwanese descent — now has more than 350,000 Twitter followers and, on the Chinese version, 750,000, according to the New Yorker. The publication notes that “last week, Lin rocketed to the number-one most searched item on Baidu, the Chinese search engine.”

Edit by KJM

Life is a sport’… and for $150, Nike wants to help ‘make it count’

January 27, 2012

TakeAway: For $150 – more than a year’s gym membership at Planet Fitness – you can purchase the Nike + Fuelband to track your every ‘move.’ This new rubber bracelet measures your activity level, and even syncs with an iPhone.

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Excerpted from “Nike’s FuelBand: Game Changer or Slickly Marketed $150 Monitor?”

While the large majority of athletic gear is segmented for each specific sports market, Nike announced a product that sweeps across the entire sporting landscape and can be used by any athlete at any level.

The Nike+ FuelBand, is a foray into more technically-advanced digital monitoring 

It is a rubber bracelet worn on the wrist during exercise and sports activities to measure “steps, calories, time & Fuel metric (currency measured by oxygen kinetics).”

The NikeFuel Twitter account says:

“Not only is the FuelBand a fun way to keep you active, but you can compete, collaborate & compare your activity w/each other.”

The price is $150, “about 50% more expensive than the similar Fitbit device” .

According to Nike, “The @Nike+ FuelBand syncs with your iPhone via Bluetooth, provides on-device feedback, gives you @NikeFuel experience.” Integrating Path technology with a free iPhone app and dashboard at NikePlus.com, it’s being positioned as “the ultimate measure of activity.”

The marketing pitch: “NikeFuel is the ultimate measure of activity. It isn’t bought or sold. It’s earned.” 

Edit by KJM

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Nike tells Marty McFly: “Just do it !”

December 5, 2011

TakeAway: With a special-edition “Back to the Future” shoe, Nike helps to fundraise $9.4M for Michael J. Fox’s Parkinson Foundation.

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Excerpted from brandchannel.com, “Nike ‘Back to the Future’ Shoes Raise $9.4 Million for Michael J. Fox Foundation

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When 1985’s Back to the Future blew the doors off of the box office – eventually generating $303.87 billion – two sequels were automatically set into motion and released in 1989 and 1990. And somewhere in there, someone got fully turned onto the joy of product placement.

Back to the Future II was particularly chockfull of brand names, including Black and Decker, Pepsi, Texaco, Mattel, Pizza Hut,  The Weather Channel, 7-Eleven, and AT&T, among others. But fans salivated most over the special shoe that Nike designer Tinker Hatfield created for the film, the Nike MAG shoe, with its glowing LED panel and an electroluminescent “Nike” for Michael J. Fox to wear as the film’s hero, Marty McFly.

Sneaker aficionados had been begging the company for years to release the same shoe to the mainstream. So in a highly-publicized eBay auction in September, Nike made only 1,500 to auction off on eBay to raise cash for Michael J. Fox’s Foundation for Parkinson’s Research. The result was $4.7 million from consumers, which a matching initiative doubled to $9.4 million.

“The enthusiasm this project ignited, and the funds and awareness the shoes generated for Parkinson’s research, are both humbling and inspiring,” Fox. “Our Foundation is truly grateful to Nike for this unique partnership that brought Back to the Future fans, sneakerheads and the PD community together in the quest to eradicate Parkinson’s from the space-time continuum.”

The first pair went to British rapper and “avid sneaker collector” Tinie Tempah, who shelled out $37,500 for the honor at a celeb auction in Los Angeles.

If you missed out and are looking to pick up some Back to the Future memorabilia while helping out Fox’s Foundation, you’re in luck. Technabob reports that auction house Profiles in History will sell off more than 100 items from the films in L.A. between Dec. 15 and Dec. 18. Part of the proceeds will go to the Foundation.

Some of the gear set to be auctioned off includes some futuristic Pepsi and Slice cans, Marty’s Mattel Hoverboard, the case from the Nike self-lacing shoes, and, yes, one of the seven awesome DeLoreans used during the filming. It would make an unforgettable holiday gift, don’t you think?

Edit by KJM.

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