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was in for a rude awakening

 
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MessagePosté le: Mar 5 Déc - 04:35 (2017)    Sujet du message: was in for a rude awakening Répondre en citant

Loading.In 1967, the company that would become the world famous shoe brand Nike needed an identity for its new, www.partonsloin.fr state-of-the-art running shoe.Co-founders Phil Knight and Bill Bowerman settled on "Aztec," according to Knight's autobiography. But industry giant Adidas had a track spike called "Azteca Adidas Superstar Womens White Gold" and was allegedly threatening to sue.
Chewing over their choices, the Oregon entrepreneurs fired the first volley of a decades-long rivalry with the German shoemaker. Knight explained how their displeasure with Adidas led to Nike Air Max 2017 Womens the eventual selection. "Who was that guy who kicked the (crap) out of the Aztecs?" Bowerman asked Knight. "Cortez," he responded. "OK," Bowerman said, "let's call it the Cortez."In the 50 years since that fateful (if impolitic) branding decision, Nike became both commercial behemoth and cultural phenomenon, catering to the feet of athletes and couch potatoes alike.But by last year, the tide of the long battle had turned. Nike Air Pegasus 89 Femme Adidas was once again ascendant via two sneakers originally designed in the 1960s: the Stan Smith and the Superstar. They outsold every other kick in America and sent Adidas's share of the U.S. footwear market skyward by 83 percent -- with much of those gains swiped from Nike.Nike, based near Beaverton, was losing ground for the first time in decades. Future orders fell 4 percent in the three months ended www.jazzkykrumlov.cz in February, from both retail partners and the company's own stores. Every geographic region, save emerging markets, posted a major drop in business.
 
Nike really needed a winner -- a surefire hit that would once again fill sidewalks and stadiums with swooshes, from the runways of SoHo to the pressure-sensing track that Knight bought for the University of Oregon. In September 2016, Chief Executive Officer Mark Parker started Nike Air Max 95 Womens laying the groundwork. He told analysts and investors that, like Adidas, Nike would look to past successes to win today's market. The Cortez, he announced, would be making a comeback.The reboot was big, even by Nike standards. In May, the company enlisted supermodel Bella Hadid for an elaborate photo shoot. First she reclined across the bench seat of a massive, Jimmy Carter-era car, the sneakers brilliant Nike Roshe Run Femme against the brown velour. Next she sat on a metallic-gold BMX bike, her shoes stuffed with white-cotton dad socks. Then she squatted down with a tiny skateboard, wearing a sports-bra and high-waisted, flared jeans, a nod to a decades-old shot of 1970s favorite Farrah Fawcett.Sneakerhead blogs and fashion magazines ran the photos as a story unto themselves.A few months later, Nike expanded the Cortez campaign, hiring Kendrick Lamar Nike Air Max 90 Dámské Růžové to be its pitchman, a partnership the musician blasted on social media with a plug for the old/new shoe.Meanwhile, the company whipped its designers and factories up to speed, cranking out a steady stream of special Cortez editions to complement the classic iteration, with its red swoosh and blue stripe-what sneaker fanatics call "the Forrest Gumps."
 
In May, there was the "Compton" colorway, Nike Air Max 90 Femme flicking at the shoe's popularity in Los Angeles street culture, and the "Kenny Moore" collection, a reference to an Oregon track star. In June, the company dropped a pair featuring its popular Flyknit upper material. In July, there was another collection, this time a collaboration with Mister Cartoon, a designer best known for celebrity tattoos and graffiti. Nike even stamped out a China edition, honoring the country's first world Nike Air Max 90 Mujer Azul champion in track.Nike was in for a rude awakening. Despite all the effort, customers just didn't seem to care.Matt Powell, a sneaker analyst at NPD Group Inc., said Cortez sales this year have been "very minor," even with the media blitz. "No retailer is talking to me about this shoe," he said. Adding insult to injury is the cost of all this "demand creation," eating up 10 percent of revenue. Hadid, Adidas Superstar Homme Lamar and those excellent photographers don't come cheap.There are still plenty of Cortez kicks -- both standard and esoteric -- filling the shelves at Stadium Goods, which Nike Air Vapormax Dam has two sneaker stores in lower Manhattan. "Some of the marketing push has definitely resonated," said owner John McPheters. "Though it hasn't turned it into a high-volume shoe for us."Nike declined to comment on the shoe's fortunes or provide any sense of how much money it has spent on its Cortez campaign.How does Adidas keep growing in spite of customers growing more choosy? There's no secret, according to the head of Adidas North America, Mark King, who says the brand's strategy is now coming into the focus and everything is clicking into place...
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