Thursday, September 8, 2011

Marketers Sprint to Join Lightweight-Running Craze

lol, 'pumagility', 'reeflex'.  These PR firms weigh in on this sudden surge of minimalistic footwear, it's a game changer to be sure:


"Once you've made the transition [to a minimal or lightweight product] it's difficult to go back," said Katherine Petrecca, collection manager for New Balance's minimal line. "What will happen in the more mainstream channels remains to be seen, but in performance and specialty channels, it's here to stay."


New Balance, which launched its Minimus collection in March, used 3point5.com, a training portal, to educate store employees, and is running an ad campaign with the tag, "Like barefoot only better." It also has "how to transition" guides at point of purchase. 


Puma will be launching a lightweight-training product dubbed "Pumagility," supported by a campaign that will include TV buys. "[The space is] very cluttered, so we have to bring our point of view. You have to start doing things a little bit of-calendar to build some buzz and excitement," she said, acknowledging that Black Friday and the holidays are not typically major marketing periods for performance footwear.


Reebok also plans to dial up ads around the holidays, re-airing TV spots that supported the launch of its ReeFlex lightweight product earlier this year. The campaign, which turns the 76 "sensors" on the bottom of the shoes into animated "running buddies,"


entire article here

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