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#1 2013-10-06 05:27:58

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New Nike sneaker capitalizes on nostalgia

nike air max 2012 womens    is looking to trade off the milestone anniversary and nostalgia for the classic shoe as it debuts a new on-court version,facing a weak basketball-sneaker market. In a campaign expected to dwarf any marketing effort this year, Nike has marshaled its advertising expertise, pulled its top NBA endorsers into commercials and hired Kanye West and other rappers to help turn consumers' loyalty to the old into hype for the new.

  Nike  is "hoping this rejuvenates the performance basketball side and makes the connection between old school and new school," said Matt Powell, contributing editor to trade publication Sports Executive Weekly.

nike air max 2012 sale    soon complied, releasing the Air Force 1 in different color schemes. The shoes took off and have never come back down.

It is probably Nike's most profitable shoe, Powell said.

"It's been the shoe that you never could find at retail, the shoe that kids wait for," he said.

A new commercial set to air this weekend promotes the Air Force 25, retailing for $175. Some of the top players in the NBA — including LeBron James, Steve Nash and Kobe Bryant — will be featured in the commercial and subsequent marketing campaign called "The Second Coming."

It might more accurately be the third coming. The Air Force 1 debuted in 1982 and was the first basketball shoe to use Nike's Air cushioning system. Designed by Nike's Bruce Kilgore, the thick-soled sneaker instantly gained a following among athletes as well as musicians and entertainers.

But the company phased it out in 1984, prompting three East Coast retailers to plead with the company to put it back in production, said Joaquin Hidalgo, Nike's vice president of global marketing.



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