Nike puts best foot forward
Nike is seeking a larger share of the football market with new footwear, advertising in the media and television and offers soccer excitement on its web site. With its sophisticated research lab that includes skin sensors, infra red cameras and other technology, the company is designing new footwear to go along with the World Games taking place in Korea and Japan.
The company has also launched a multi-million dollar US advertising campaign as well as retail events to reach both the young and older customers.
In addition, the company is using the web to promote brand exposure, allowing visitors to go on line to catch tournament commercials and play the competition, or they can surf the web to find more information about soccer stars.
In September, Nike and Royal Philips Electronic announced the first product of their alliance with the introduction of electronic products for athletic activities. The co-branded products will begin with a line of digital audio devices such as a portable MP3 and MP3-CD players designed for athletes with emphasis on ergonomics, usability, portability and solid-state construction. Nike and Philips said the products will be comfortable to wear while playing sports or doing aerobics and will operate by touch rather than by sight.
