Under Armour Looks To Broaden Appeal With Running Shoe Launch
 |
New Running Shoe May Broaden
Company Appeal To More Consumers |
Under Armour this month is introducing its first line of running shoes, and the "leap into running footwear has the potential to transform the company from a niche player to a mainstream brand by broadening its appeal to women, older consumers, and more casual athletes," according to Stephanie Mehta of FORTUNE. Under Armour execs "knew that making a run" at Nike "wouldn't be easy, so they set out to build state-of-the-art gear." Under Armour, "very much a high-tech place," uses "sophisticated design software, new manufacturing techniques, the latest in material engineering, and robust informational technology systems to produce virtually everything it makes." Under Armour Chair & CEO Kevin Plank: "We try to be on the bleeding edge" (FORTUNE, 2/2 issue).
STAR IN STRIPES: Adidas Monday announced details of its new "Me, Myself" campaign featuring WNBA Sparks F Candace Parker. The effort, launching this Sunday, will include an enter-to-win promotion in which three women who submit stories about their own training experiences will appear alongside Parker in a campaign creative. Submissions will be accepted online at adidas.com/women and shopadidas.com and at the contest's retail partners (adidas).
NOTES: The family of late Pro Football HOFer Walter Payton has partnered with his former sponsor, U.K.-based KangaROOS, to "design a line of footwear, clothing and accessories that are reminiscent" of Payton's affiliation with the company. A portion of the sales will go to the Walter & Connie Payton Foundation (CHICAGO TRIBUNE, 1/27)....The Triple-A PCL Portland Beavers have signed a multi-year agreement with Nike and will become the first pro baseball team to use Nike as its on-field uniform provider. Nike will serve as the official on-field apparel and equipment provider for the Beavers, which previously were outfitted by adidas (BIZJOURNALS.com, 1/27).
|
