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In Montreal Olympics games held in 1976, 82 percent winners in track and field game wearing Adidas sports shoes. The best is the superiority for Adidas. New materials and technology is adopted trying to make more durable and lighter shoes. Kangaroo skin is utilized to back up the sides of shoes. The four-nailed shoes and competition shoes have nylon soles and replaceable spikes. Being high nike air max 90 womens cheap in quality, innovative and varies in shoes style, Adidas dominated the international competition in this industry in the 1970s. Healthy sports boomed in the 1970s which surprised Adidas. At that moment, a million of people before who hated to do sports then were interested in the physical exercise.
Nike's success stems from its emphasis on two points including researching and technology improvement as well as nike air max 90 womens sale style diversification. Around one hundred employees in the company are doing research and development work. Some of its research and development activities include high-speed photographic analysis of human motion, having 300 athletes tried on its shoes as well as the continuous experimentation and research for new and improved shoes also materials. In marketing, Nike provides consumers with the largest range of options. It attracts different athletes and gives the best travelling shoes producer impression for consumers. During the peak of jogging in the early 1980s when Adidas was the laggard in the market.
Trout gave such a conception of "positioning" in the book positioning. How to let you different in the mind of potential customer? Positioning should focus on the mind of potential customers instead of the products. In nike air max 90 mens sale other words, the products should be positioned in the mind of potential customers. In the micro-blog of Jus Do It, we do not see a torrent of publicity of Nike on its products. It only explained continuously the essence of great. Nike's potential customers would be more of people born in1970s and in 1980s, especially those born after 19885. Show a times, more and more social affairs, the competition is fierce, ethos is more and more erratic. The interpretation of "great" of Nike can arouse young people's consensus to gain recognition in the heart of the young people.
Nike is trying to convey a spirit of sport: What is the great in arena. Therefore I believe that the best marketing effect is not that you can make a person recall how to use the commodities and how high the price is. This time the products often renew; but for some idea of identity, we always can insist on for ever. Remember that to enter the clients in mind is the spirit concept which the product wants to express. The shortcut into the mind is to create space. Trout wrote: to become the first is a shortcut to enter the mind. Nike's clever lies on that when many trademarks all gave compliment to the number one of Olympics, the number one was submerged on the contrary. Nike made "the second, third, N" which was hardly remembered by people in the field of Olympics be the first of Nike brand strategy.
As to Nike Company, it can be said to be a great one, for many memorable moments have been recorded by it. It running shoes have recorded lots of great moments in the history. And in the year nike roshe sale of 2010; Nike football shoes witnessed the victory of Spain as the champion. Nike Air Jordan grows up with Jordan and accompanies him to finish his career as a professional player in NBA. All Nike shoes have created myths in different areas and Nike basketball shoes can be one typical example. Among all shoes in the whole world, Nike ones are acclaimed as a new art. As to Nike shoes; they come in various color schemes, and different types. All these above traits are enough to make Nike shoes stand out, not to mention the advanced technology inside them.