1. Social Media & Marketing Campaigns of Competitor Brands

2. Competitor Brands  Nike  Adidas  New Balance  Puma  Reebok  ASICS  Converse

3. Nike-Marketing Campaigns What Has Driven Nike Sales up? Growth in Running, Basketball and Soccer categories Start of Nike Digital Sport Development of devices to track personal stats Have over 5 million runners logging into Nike to track what they do Shift to “Digital Realm” Nike+, Nike Fuelband, Nike+ Sportwatch GPS KEY: Communication between Nike and Consumer

4. Marketing Campaigns Cont. #WinAgainstTheElements- Social Media Campaign Encourages consumers to run during the winter Awarded points for running if route brought them up against the 4 harsh elements Rain, Dark, Cold & Snow Viral video over Sina Weibo: Result: 1 out of 5 engaged actively throughout campaign “She Runs the Night”-13km night run for females Issue: Women do not want to run alone at night Target: Women 19-25 Goal: Create a community for young females bound by a passion to run Use real female runners to promote and grow a community

5. Nike- Social Media Wide range of different social media platforms Facebook Individual pages for different product categories Athletes who represent Nike are connected to Nike’s main page and their posts go straight to the Facebook wall, this keeps their pages very active Video Clips of consumers with personalized shoes bought online are posted Promotes larger marketing campaigns through specific hash tags

6. Nike- Social Media Twitter Individual feeds used to respond to consumers instead of marketing “Nike Support Feed”-Resolve product questions and technical needs “Nike Running”- Responds to large number of fans to discuss training schedule and motivational advice Goal: Turn consumers into brand advocates

7. Social Media-Case Study #MakeItCount Created brand experience on landing page-consumer focused All about lifestyle and personal achievement This campaign engaged consumers with a clear call to action and path forward Social Media drives conversion IBM research states “twice as many consumers who visited retail sites from social media sites made purchases than those who shopped directly online

8. Case Study cont. Importance of Social Media Usually in store discounts are only heard about when consumers are in the store, however social media gives monetary value, provides users with promotional event information, discounts and special offers that would not be known otherwise. Growth of Ecommerce Pinterest-Female consumer Offers a visually pleasing user experience coupled with product imagery Reverse showrooming: browsing products online on Pinterest then returning to the retail store to make the purchase

9. Nike-Marketing in China Emphasis on local endorsers Liu Xiang-Chinese Olympic track and field star Li Na- Chinese tennis player Mobile Marketing- with a huge percent of population owning smartphones, a mobile marketing push can promote a large product range Active engagement between Nike and Consumers created brand loyalty and awareness of products, promotions and events.

10. Adidas-Marketing Campaigns Digital Newsroom Connecting online activity with consumer feedback Keeps open communication Huge presence at marathons Putting marketing efforts into the Berlin, Boston and London Marathons. Gains consumer awareness and brand advocates

11. Marketing Campaigns Cont. “All In For My Girls” (2013)- Campaign launched in China Goal: Improve sales of athletic apparel to mainland females and promote sport participation Objective: Target women 16-26 Strategy: Launched TV commercials, featuring 3 groups, each representing a different sport Running, Dancing & Parkour Commercial featured Hebe Interviewed running, dancing and parkour groups to show that fun and bonding happens when girls go out and play sports

12. Campaign Case Study Results of “All In For My Girls” Campaign 60% sell though within 90 days In 1 month, store growth of women increased 28.4% Spontaneous awareness increased 5% Brand image as “suitable for females” increased 4%

13. Adidas- Social Media Facebook- 13 Million users Twitter- 138K users Weibo Campaign- Gained 7,000+ followers with “Adidas Original”, consumers retweet a specific tweet and comment their shoe color they are wearing for the chance to win an Adidas original bag Expanding in China- Through specific niches, ranging from basketball and athletic apparel to teen and casual wear

14. Social Media Effects Retail With the rise of the digital trend, social media is now being introduced in certain retail stores Interactive retail experience Use of digital technology to create a more immersive brick and mortar brand experience Touch-Screen enabled storefront Neo Concept Stores (Europe) Virtual mannequin's- If consumer see’s something they like in the store, they can use their phone to facilitate the purchase and put the preferred product into a shopping bag and shipped to their home.

15. Marketing in China With a very large and diverse market, Adidas has zoomed in on specific needs of consumers by opening segmented retail stores that focus on niche areas Basketball, outdoor and kids apparel NEO-New casual fashion line Implemented Route 2015 strategy- transforms Adidas wholesale-focus to retail-driven Goal: Improve franchisee business since this is 90% of their stores

16. New Balance-Marketing Campaigns Runnovation(2013)- Global brand campaign Pushes New Balance’s commitment to product innovation and evolution RunDisney(2014)- Limited edition New Balance RunDisney shoes “Disney Social Media Moms Celebration” The “perfect” shoe for Disney fans who walk, jog or run Special Boston Marathon Running Shoe

17. Runnovation Campaign The “Runnovation” Campaign pushed the idea that running is a social activity that can be done with others.

18. RunDisney Case Study Limited edition Disney themed shoes only available at the Disney health and fitness expo 1,000 shoes sold in 10 hours With such a great success at all 7 expo’s, RunDisney will be hosted in 2014 with a new version of shoes and new Disney themes Goofy and Cinderella themes

19. China Retail Store “New Balance Experience” retail concept store in Shanghai Showcase social media content in storefront window Campaign focus: Print and Digital Advertising Viral Video Online Interactive Content In-Store and Event Consumer experience

20. Marketing Campaign Cont. “Champion Disciples” (2014)- Global Campaign Product: Fresh Foam 980 Tiger Bee Target: Urban entry-level runner, to push joggers to create a new urbanism Campaign Ambassador: Jenny Simpson- world champion runner New Technology: Fresh foam midsole cushioning 360° all around protection Honeycomb design- enhance cushioning and stability and reduce knee and foot bow from running

21. New Balance-Social Media New Balance has aligned their social strategy with their brands motto “Lets Make Excellent Happen” NB has picked one marketing strategy and stuck to it 4 rules to their Social Content Strategy 1. Introduce consumers to the right product Product posts tell consumers what the shoe can do for them 2. Provide tools, info, inspiration and encouragement 3. Empowering consumers to help each other 4. Celebrating all achievements Posted to social media for all consumers to see

22. Social Media Campaign “Urban Dash”- Mobile marathon Relay-race app- 4 week race where virtual batons would appear on a map throughout Manhattan, NY Updates constantly, people race to steal the baton from one another All actively shared over social media, Facebook and Twitter Real-time activity got people who held the baton to come into the store to receive a prize of new shoes for free

23. Urban Dash Results Over 1,000 people downloaded the app Over 55,000 people interacted at some point with the campaign Runners averaged a combined 22 miles over 2.1 hours of playing 75 Million social media impressions 6 Million Youtube hits New Manhattan Store had $350,000 in revenue after first month of opening

24. Puma-Marketing Campaigns “Forever Faster” Campaign A late summer 2014 campaign designed for back-to-school, instead of competing for Ad. space in World Cup “Biggest marketing campaign ever” for Puma Focus on brand’s sport history and product innovations EvoPower- “Worlds most powerful soccer shoe” EvoSpeed New celebrity brand advocates Mario Balotelli Usain Bolt Created a partnership with European lifestyle ambassador- Axwell

25. Puma-Social Media Puma has put together a social media platform known for its deep, multi-social network engagement strategy Currently host: Facebook, Twitter, Instagram, Pinterest, Google+ and YouTube pages Goal: Drive fans to and from social pages to deepen engagement and drive conversation to their website

27. Social Media Marketing GOAL: Reach out to the young football fans on Twitter and Facebook Differentiate their brand by providing a social media strategy that is more interactive, fun and full of surprises for the consumer “The Yard” Campaign- London Olympics Sponsored the Jamaican track team Streamed video of events, photos and blog content Puma Wildfire- Used to manage Puma’s fitness, football, motorsport, rugby, running and global Facebook page.

28. Social Media Case Study Since addition of Wildfire page, Puma has been able to diversify social media content and eliminate the bottlenecks that have previously hindered their social media strategy Highly engaged users New IPhone app drives users to download in the App Store, resulting in a significant increase in sales Puma’s YouTube page posts 20-30 videos per week, with over 1,500 videos available

29. Social Media Effects Retail At the end of 2010, Puma brought technology to store for consumers to co-create a sneaker of their choice and place an online order “Creative Factory” has been a huge success In stores they have created the “Puma Joy Pad” An Ipad that gives the consumer a unique media experience Connects and interacts with current and potential consumers PUMA LEED Platinum Store- New York Sustainable outlet model- focused on energy reduction, recyclability, fixture reuse, and quality environment improvement

30. Puma In Store Technology

31. Puma LEED Platinum Store

32. Marketing Puma in China Shift focus on Ecommerce Sales Puma launches a JD.com marketplace site Push of digital marketing services Focus on store design, store build and deployment and store campaign design and execution

33. Reebok-Marketing Campaigns “Better Life Through Fitness” & “Fitness in Motion” These 2014 campaigns being launched will showcase athletes and products in action “Skyscape” Shoe Miranda Kerr- International supermodel will be promoting the latest innovation shoe “So comfortable you will forget you have it on” Target: Women for everyday casual wear, gym or work

35. Marketing Campaigns Cont. Crossfit Sponsorship Reebok wants to be the “Offical crossfit gear” brand Emphasis on durable fitness gear Show that they are creating a product that uniquely meets the needs of passionate athletes Shift from celebrity oriented endorsements to real everyday athlete focused marketing

36. Reebok Changes Logo Reebok is pushing to recreate themselves based on their affiliation with CrossFit Capitalize on the slogan “Sport of Fitness” Delta symbol represents the three changes that occur when people push themselves beyond their perceived limits and embrace the active and challenging lifestyle 1. Social 2. Mental 3. Physical

37. Reebok-Social Media Push to grow their Social Media presence on all platforms Activate Consumer base Create good content Stay social on those platforms used Actively communicating with consumers and engaging conversation Constant feedback and customer resolution

38. Social Media- Twitter

39. Social Media Marketing “The Promise Keeper” App App complements their new Reebok ZigTech trainer shoe Commends consumers who download the app for running and keeping their promise to run. Sports Icons: Iker Casillas, Lewis Hamilton & Amir Khan will send users video messages directly through social media to remind them to stick to their promise, comment their completed run or lack of running

41. Change in Retail Store’s Fithub Retail experience store that serves the local fitness community Fithub experience retail stores to enter India by early 2014 Heavy push into India market with the “Live with Fire” Campaign Planned to open 50 Fithubs in the U.S in 2013

42. Reebok in China Reebok is bringing back the Sole Trainer model that was a very successful model in the early 90’s Reebok Sole Trainer “China Red” style Technology: Hexalite cushion added as a tribute to their push for innovation

43. ASICS-Marketing Campaigns ASICS is currently pushing many new creative campaigns that target different athletic events “Better your Best” (2014) Campaign Focus on product and technology to help athletes advance “We are Marathoners” “Advantage, You” Tennis campaign featuring ASICS athletes Gael Monfils and Samantha Stosur Tennis Professionals amplify the idea that tennis is becoming a more demanding sport

44. Marketing Campaigns Cont. “Support Your Marathoner” Campaign (2010) Use of RFID tags during marathons to connect everyone participating and watching to social media Supporters of runners can write personal messages, videos, Images, Tweets, FB messages for the participants When a runner crosses a certain check point the message is displayed on a massive LCD screen- this created a huge impact on those running the marathon

45. Global Marketing Campaigns In May 2013, ASICS announced “What’s Next” Campaign Push everyday athletes to keep pushing themselves onto the “next” workout New product line: designed to withstand strenuous and repetitive nature of training routines Goal: To create an environment where consumers are served with a product, news, a fitness activity, or motivation based on their interactions with the brand.

46. Global Marketing Cont. As an international campaign, ASICS “Muscle Support” collection began promoting ASICS entire apparel range Brand Ambassadors: Jonny Murray & Vasek Pospislil Australian & South African National Rugby teams Goal: ASICS wants their apparel industry to become the brands #2 business behind running

47. ASICS-Social Media “MyASICS” Facebook APP Created for international use (5 languages) Everyday athletes can post personal goals and can receive personalized day by day training plans Encouraging messages can be sent to users Keeps consumer communication open, interactive and gives them a reason to buy their product Triathlon Video featuring Pete Jacobs- Iron Man world Champ 2012 Video shows insight and behavior of a competitive athlete

48. Social Media Case Study ASICS is focusing on product development instead of an ambush of marketing campaigns Target: Consumers who enjoy running and marathons, with the hope to create a “community focused” image Brand Ambassadors share content through Facebook and Instagram “Support Your Marathoner” Campaign was a huge success with 19,000 personal messages and 2,000 videos posted

49. My ASICS-App Review Features of My ASICS Facebook and phone app Tracks distance of run and sets pace User can set up personal training programs to meet their goals App will send emails to user on day of the scheduled run as a reminder Results: Over 400,000 users Logged over 5 million runs Claim that 78% of runners who follow the plan, achieve their goal

50. Converse-Marketing Campaigns Although Converse is a brand that’s been around forever, their innovation has helped them stay a top shoe brand Rubber Tracks Studio This marketing campaign directly targeted musicians and artists to have a place to record and produce music for free Although no quantifiable return, Converse shows loyalty and dedication to consumers and in return those consumers are loyal and brand advocates for Converse

51. International Marketing In 2013, Converse decided to set up a Rubber Tracks Studio in Beijing, with the same purpose as the studio in New York Converse comes to China Strategy: Converse stuck with what worked best and aligned themselves with the indie music scene “Get Dirty” European Music Tour Tour through 11 cities in 2013 in Europe hosted by Converse Inspired by their expression “Shoes keep it clean, Sneakers get dirty”

52. Converse-Social Media Connecting to their teenage audience New innovative technique, Converse took a Google paid search channel and turned it into an interactive experience for their consumers They identified peaking search terms and bid against low competition and low cost phrases Instead of using typical ads for viewers they started a dialogue through the ad and dozens of interconnected microsites that engage the viewer in a better experience In the end, it drives more traffic to their website

53. Creating a Marketing Campaign: POST People: What is the target audience they want to reach? Objectives: What is the purpose of the communications? Desired outcomes? Are the brands looking to tell their story or launch a sales campaign? Will they use social media to build awareness or drive e- commerce?

54. Strategy: Look at whether or not they should use a video strategy or mobile focused strategy?(Speaks to different types of consumers) Technology: Deciding which technology or social media platform is most appropriate based on the target, objectives and strategy

55. Marketing Trends & Concepts How to improve annual growth internationally 1. Reduce Inventory 2. Enhance Marketing Campaign 3. Create a differentiated portfolio 4. Improve productivity of store base The Digital Trend Phone App to “Push” the idea and connection between Skechers shoes and getting in shape Working out, running, walking pedometer: the connection of their workout and wearing a stylish, comfortable Skechers shoe Connect with consumer market through social media and have them post videos/comments explaining why they run and the difference their Skechers shoe makes

56. Marketing Trends cont. Customization Trend Custom made Skechers for certain athletic styles Custom Colors Embed Names/Numbers on the side of shoes Increase Visibility Internationally (China) Develop partnerships with elementary/middle schools and universities with athletic programs and running clubs Offer special workout classes that pertain to different style shoes, this will attract the female population

57. Marketing Trends cont. Retail Store Trends Development of High Concept Stores- “Offer an experience in itself” Ex. Entering a store that duplicates the experience that professional athletes have when they walk through a tunnel to the field and see a huge crowd. GOAL: How to convince the youth generation that running is an attractive option?

58. Staying Innovative! Offering Customization Offer products that complement their shoe purchase Athletic Apparel Backpack like bags for every pair of shoes Heavy focus on shoe technology Performance Reliability ★ Smart Shoe Technology

59. Complementary Products Currently, in the U.S a thin backpack like bag is used to bag a pair of shoes for each sale How can China expand on this idea? CamelBak concept: Introduce a water pouch on the inside of the bag to push runners to bring these bags with them on their runs. Skechers shoes can now be taken “on-the-go”, fit nicely into the bag, and the bag can be taken on the run to keep them hydrated.

60. Smart Shoe Technology Expand on Resalyte technology Since Resalyte keeps its form and does not compress from wear and tear, small and lightweight technology could potentially be developed for athletic shoes, keeping the shoes lightweight and flexible Technology in the Soles Sensors for body temp and heart beat Adjust cushion and air pressure(tightness) for max comfort

61. Smart Shoe Tech. & Social Media Connecting smart shoe technology with the digital trend Mobile App to record activity Connect performance on social media Consumers can compare their improvements to their friends Make it interactive and fun for consumers of all ages Development of watches and wristbands to record performance to substitute taking a phone on a run Digital Newsroom concept- drive online activity

62. Corporate Social Responsibility Create a used shoe return campaign Worn shoes can be returned for small amount of store credit This would give consumers the sense of giving back to the community Used shoes can be donated to a charity that Skechers is partnered with