Athletic Footwear Marketers Focus On Urban Youth To Predict Trends
Minority Markets Alert, December 1997
Marketing athletic footwear to minorities has become a full-time challenge for sneaker manufacturers. Companies create brand identification and loyalty by taking to the streets of urban America to fill in some cultural gaps -- free sneakers and outfits to children who participate in basketball leagues and summer camps sponsored by the industry.
Marketers have taken the "Trojan Horse" approach to selling sneakers -- targeting all kids by making a product popular among urban youth. The belief is that urban children, for varying reasons, influence all youth.
"We've taken a lead in forming a partnership" with the urban community, says Donna Ruane, New Balance.New Balance sponsors track and field events at which they give out track suits and footwear to minority children who wish to compete in the sport but often come from low-income families. "It's more of a philanthropic opportunity than a big bold marketing strategy," Ruane insists.
TYPES OF STORES SHOPPED IN THE PAST 30 DAYS, BY RACE
Hispanic Black White
Athletic Shoe Store 54% 54% 46%
Sporting Goods Store 52% 39% 49%
Music Store 63% 61% 64%
Video Store 68% 58% 69%
Discount Chain Store 70% 76% 76%
Source: Teenage Research Unlimited Fall '97
New Balance develops and sponsors youth programs at indoor track and field facilities in New York City and Illinois aimed at involving urban youth with sports. "It's our intent to revive the sport of running," Ruane says.
In the past two years, Nike has invested $10 million in programs for children to participate in sporting events sponsored, supported and equipped by Nike. The corporation provides footwear, equipment and money to approximately 100 Nike basketball high schools across the country and to 35 traveling teams of teenage players.
"Nike participates in basketball at every level," says Vizhier Corpuz, Nike's basketball division.
In the summer of 1997, Reebok launched the Reebok Sports Academy to provide teens ages 617 with high quality instruction and coaching from corporate coaches and athletes. The multi-sports camps offer training in basketball, baseball, football, roller hockey, running, soccer, tennis, volleyball and other sports.
Reebok also developed what it calls "social responsibility programs," which offer the Reebok Human Rights Award to people under 30 who advance the cause of human rights.
Although the company declined to respond to inquiries, Adidas is widely known as another big athletic footwear and apparel manufacturer concentrating on marketing to young, urban consumers. The corporation has taken steps similar to Nike and Reebok to market its goods.
Theories abound on the influence of urban youth. Some marketers cite a resilient mentality structured by realism, self-reliance and openness to change. Youths growing up in urban areas are more prepared for change and become role models for their suburban peers."They are trendsetters," says Fariba Zamaniyan, The NPD Group.
FOOTWEAR PURCHASES AMONG TEENS, BY MINORITY GROUP
(purchased within three months)
Other Athletic Basketball Shoes
Footwear
White 44% 28%
Hispanic 47% 34%
African American 50% 54%
Source: Teen Research Unlimited '95
Note: Table created from bar graph
The NPD Group recently announced it has teamed up with the Athletic Footwear Association, a committee of the Sporting Goods Manufacturers Association, to compile a twice-yearly athletic footwear report measuring the trends in the consumer market.
"In fashion most of the trends are coming from urban youth," says Lori Baxter, Airwalk.
Clearly, the strategy is shared among most marketers of athletic footwear.
One minority marketing company took video cameras to the streets, searching for where their targets liveed, where they "hang."
The marketers then dissected the information, analyzing the tastes and styles of their target market and also obtaining some on-the-mark advertising ideas.
Retailers Follow SuitFollowing the example of manufacturers, some retailers conduct a variation of the "taste test" to uncover the footwear preferences of their target market. Foot Action, for example, invites a target group to select their favorite sneakers. In exchange for the information, Foot Action gives kids gift certificates or other nominal gift.
TEENS WHO HAVE SHOPPED FIVE-PLUS TIMES FOR ATHLETIC FOOTWEAR IN
PAST 30 DAYS
White 51%
African American 24%
Hispanic 21%
Other 4%
Source: Teen Research Unlimited '95
Note: Table created from pie chart.
Minority marketers suggest the following guidelines for reaching the young black audience:
* Target young blacks with a visual experience.
* Be sincere. Be careful and responsible with the images you create. Keep five words in mind: respect, educate, responsibility, listen and partner.
* Redefine brands or how the brands are used to make them more appealing to urban youth. In fashion, marketers should determine what is worn and how it's worn. [MARKETING]
SOURCES
Airwalk, div. of Items Intl., Lori Baxter, Account Executive, 1540-A East Pleasant Valley Blvd., Altoona, PA 16602; phone: 714-557-3663.
Athletic Footwear Association, a division of Sporting Goods Manufacturers Association, John Riddle, President, 200 Castlewood Drive, North Palm Beach, FL 33408; phone: 561-842-4100.
Converse, Jennifer Murray, VP Marketing Communications, 1 Fordham Road, North Reading, MA 01864; phone: 508-664-7512; fax: 508-664-8727.
The NPD Group, Fariba Zamaniyan, Account Manager, 900 West Shore Road, Port Washington, NY 11050-0402; phone: 516-625-0700.
New Balance, Donna Ruane, Global Communications Manager, 61 N. Beacon St., Boston, MA 02134; phone: 617-746-2414; fax: 617-783-5152.
Nike, Pam McConnell, Director Entertainment Marketing, 1 Bowerman Drive, Beaverton, OR 97005; phone: 503-671-3104; fax: 503-671-6300.
Reebok, Jo Harlow, VP U.S. Field Marketing, 100 Technology Center Drive, Stoughton, MA 02072; phone: 617-297-4302; fax: 617-341-7866.
Teenage Research Unlimited, Michael Wood, Director Syndicated Research Services, 707 Skokie Blvd., Northbrook, IL 60062; phone: 847-564-3440.Copyright 1997 EPM Communications |
