耐克在欧洲和美国推出了不同版本广告来推广这个复制于古老运动锻炼技法的新科技。两部名字同为“Power To Your Feet”的片子在大洋两侧不停播放。NIKE FREE 的北美版广告将整个场景设在了一片辽阔的海滩上,街道幻化成大海沙滩,配合舒...耐克在欧洲和美国推出了不同版本广告来推广这个复制于古老运动锻炼技法的新科技。两部名字同为“Power To Your Feet”的片子在大洋两侧不停播放。NIKE FREE 的北美版广告将整个场景设在了一片辽阔的海滩上,街道幻化成大海沙滩,配合舒缓的音乐,两旁使观众感受到如同片中赤足跑步者一样的放松感。跑步者不停地跑近,两旁的路人与城市设施渐渐显露,随着巴士的插入,镜头完全切换到真实的城市场景中,跑步者脚上穿着 Nike Free,它的柔韧和符合赤脚自然力学的设计,为双脚提供了现代生活必要的保护,同时也让你在城市里的穿行犹如赤足踩在沙滩上般自由轻松。而在欧洲,耐克精细地表现着脚在各种时刻骨骼与肌肉的细微动作,展现了运动员和他们双脚之间的关系:非洲草原上长跑者,泳池边运动员,体操运动员,跆拳道选手,足球运动员,摔跤者,橄榄球员,攀岩者,芭蕾舞演员,以及网球选手棒球选手,无论他们是要保持平衡的稳定性还是要强大的行动力,是缓冲还是在控制力量;他们的双脚会自然的作出反应,灵敏且细致。同样,草原上长跑者脚上出现的 NikeFree 也柔软而充满弹性,动作与赤足相较,无分彼此。所以运动员们欣然穿着 Nike Fr...展开更多
Focus on customer experience has proven to be one of the most important tools for the acceptance of the message of a brand by Millennials （Generation Y）. The aim of this study is to demonstrate how Generation Y infl...Focus on customer experience has proven to be one of the most important tools for the acceptance of the message of a brand by Millennials （Generation Y）. The aim of this study is to demonstrate how Generation Y influences, through their behavior and customs, the decisions to be made by the marketing area of companies. In this sense, the study seeks to demonstrate this situation by addressing the running market, which is consistently growing in Brazil and has unexplored niches, as in the case of a group of young runners who belong to Generation Y that called the attention of Nike＇s running segment, and was the focus of this research study. The case study was conducted by the qualitative method, based on an empirical investigation, in addition to a literature review. In this sense, it addressed the emergence of Generation Y, and how was the progress of the media that monitored it during this transition, going through multi-platform advertising. This approach is followed by a study of the running market and the role of Nike in it, how the project emerged and its relationship with Generation Y＇s behavior.展开更多
Nike破天荒结合三大名作：Dunk、Trainer及Free．成功把classic元素融入hi—tech鞋款之中，相信没有其他品牌敢说可以轻易做到……Stussy与Nike这对老拍档不少鞋款都玩过，经典的如Dunk、hi—tech如Nike Free，但最令人费解的是在06年的...Nike破天荒结合三大名作：Dunk、Trainer及Free．成功把classic元素融入hi—tech鞋款之中，相信没有其他品牌敢说可以轻易做到……Stussy与Nike这对老拍档不少鞋款都玩过，经典的如Dunk、hi—tech如Nike Free，但最令人费解的是在06年的Stussy World Tour里出现的3款w—name鞋款中．为何会有这样的一款“三不像”？其实也可说它3款都像．展开更多
文摘Focus on customer experience has proven to be one of the most important tools for the acceptance of the message of a brand by Millennials （Generation Y）. The aim of this study is to demonstrate how Generation Y influences, through their behavior and customs, the decisions to be made by the marketing area of companies. In this sense, the study seeks to demonstrate this situation by addressing the running market, which is consistently growing in Brazil and has unexplored niches, as in the case of a group of young runners who belong to Generation Y that called the attention of Nike＇s running segment, and was the focus of this research study. The case study was conducted by the qualitative method, based on an empirical investigation, in addition to a literature review. In this sense, it addressed the emergence of Generation Y, and how was the progress of the media that monitored it during this transition, going through multi-platform advertising. This approach is followed by a study of the running market and the role of Nike in it, how the project emerged and its relationship with Generation Y＇s behavior.
文摘Nike破天荒结合三大名作：Dunk、Trainer及Free．成功把classic元素融入hi—tech鞋款之中，相信没有其他品牌敢说可以轻易做到……Stussy与Nike这对老拍档不少鞋款都玩过，经典的如Dunk、hi—tech如Nike Free，但最令人费解的是在06年的Stussy World Tour里出现的3款w—name鞋款中．为何会有这样的一款“三不像”？其实也可说它3款都像．
