Unlike other sports, running does not require a large amount of expensive equipment to participate in the activity and sport. The only item that is really needed are good shoes. Recently, many shoe companies have designed running shoes that are considered lightweight footwear- meaning the cushioning and structure of the shoe are removed.
What does this mean in the advertising world? A new item for them to market to consumers- and making many advertising/marketing companies compete for consumer attention. So many shoe manufacturers are producing lightweight footwear- Reebok, Asics, Puma and New Balance- and it is important for each company to distinguish themselves from the others in order to gain consumer support. According to Matt Powell, an analyst with SportsOneSource, "right now, everyone is playing the hot hand, so they'll be putting their marketing dollars behind it."
I am sure that in the near future, we will be seeing more ads and commercial promoting these new lightweight running shoes. And I am even more sure that these will be vamped up as the holidays approach. It will be interesting to see how each brand advertises their minimalist shoe and how they will differ from the rest.
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