Post on 01-Jul-2015
description
Segment 1
Segment 2
Segment 3
Segment 4
Segment 5
Attitude/ Purchase
Motivation
Hype over Performanc
e
Good Quality and
Long Lasting
Familiarity with Brand
Superstar Endorseme
nt
Hype over design and
style
Segment Size (in %
ages)
9 58.1 6.5 19.4 7
Market Share
11% 16.60% 14.40% 1% 28%
Campaign Theme
Bringing the future
to the court
Performance doesn’t
stop at the buzzer
Flash is temporary, quality is
permanent
It’s not their shoe, it’s your
shoe
Anything is possible
Reach for the stars.
Baller on the court,
boss off the court
For style on and off the
court
“When I first showed a talent for basketball, my dad told me I’d need a quality shoe to keep up with my performance”
-Mike Dunleavy Jr.
Chapman Elementary SchoolAge 5-11
• Introduced to Basketball• Most Improved Player
Lake Oswego Middle SchoolAge 11-14
• Skyhawks Tournament MVP• Lake Oswego All-Stars Team
Jesuit High SchoolAge 14-18
• Oregon First-team All-State• McDonalds All-American• 1999 4A State Champion
Duke UniversityAge 18-21
• 2001 NCAA Champion• First-team NABC All-
American
NBAAge 21-Present• 3rd Overall Pick
• Leading Candidate for 2007-8 Most Improved
Player
“The trick is… making sure my performance keeps up with the shoe.”
Performance Doesn’t Stop At The Buzzer
VS.
VS.
VS.
VS.