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ADIDAS LOOKS TO MARKET THE LIFE OF BRYANT; NIKE SHOX UPDATE

          The fall marketing strategies of adidas America and
     Nike were the subjects of extensive features by Andy Dworkin
     in Sunday's Portland OREGONIAN.  adidas America spokesperson
     Travis Gonzolez said that "there's a renewed feeling" that
     the company has "found its way again," as it has "new
     management, a new organizational structure and high hopes"
     for its new shoe around Lakers G Kobe Bryant that hits
     stores in November.  The company has "decided to market the
     brand as a whole, hoping to end a sometimes jumbled system
     where different sports or different countries would have
     different marketing campaigns."  While adidas' own surveys
     found that just 15% of U.S. consumers knew that Bryant was
     an adidas endorser, the company "put together ... a 'secret
     team' to create a new shoe" around the player's lifestyle,
     "one that would appeal to customers who appreciate street
     fashions."  Three Audi designers enlisted by adidas created
     a shoe that is "angular, almost boxy, and echoes the Audi TT
     with its architectural lines."  Bryant: "The shoe is fairly
     different.  My personality is simple,  I'm more of a laid-
     back guy."  Additionally, the company "took a strange new
     approach to dealing with retailers," as it told them to
     "take it or leave it," and "even told the store chains how
     many pairs of shoes they would get."  adidas is making
     110,000-125,000 pairs of the $125 shoe for sale to U.S.
     adults (Portland OREGONIAN, 10/22).
          SHOX REPORT: Meanwhile, Dworkin wondered "how many
     people will be drawn to" the new NikeShox, as Nike has "put
     out some publicity about the shoes, but so far a huge buzz
     hasn't built around" the product.  Retailers have said that
     "mainly hard-core athletes, especially runners, seem
     interested in the shoes."  But Dworkin noted that Nike is
     "doing a slow roll-out on Shox" (Portland OREGONIAN, 10/22).
     

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