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.