There is a documentary from 2005 called 'Just For Kicks'. Here it is.
Here is the IMDB:
http://www.imdb.com/title/tt0451090/
The documentary is 1 hour and 21 minutes long, but contains many fastlane lessons (as well as some hitting the sidewalk with their new sneakers).
I'll mention the highlights/lessons for those who don't have the time to go through the video. [Times included]
[17:20-19:30] Fast lane lesson.
Hip hop group Run DMC make a song called 'My Adidas'. This generated free publicity for Adidas. They then ask Adidas for $1million. They provided great value for this $1 million. They made the sneaker cool, allowed Adidas to make the sneaker more expensive and allowed them to sell more of them. They transformed sneakers from a commodity (at the time) to a luxury item that was 'cool'.
Note: here is the song.
[24:30-27:15]
Follows Nike's association with Michael Jordan. Jordan was fined every NBA game he played because his Nike sneakers didn't comply with uniform rules.
[28:15]
Nike introduces the 'series' concept. New shoes (and shoe designs) every season. Today we view this move as common sense for a shoe company to release new shoes in order to attract repeat purchases.
At the time it was considered marketing suicide. The conventional wisdom was that you would build up recognition with a certain look of shoe and keep that style of shoe. Now you had to advertise each season for the sake of brand recognition. It was worth it.
[33:30-36:00] Some serious sidewalk mentality.
People robbing others for their Air Jordan sneakers.
[38:10]
Sneaker hunting. An irrational market if there ever was one. People going out of their way to buy old, out of print sneakers.
[41:15-43:00] Sidewalk
A sneaker collector. Seemingly in the middle class. Talking about wearing $600 jackets and $200 sneakers to high school. Well off friends who buy 10 pairs of the same style of shoes.
[1:10:00-1:12:00] Fastlane
Hip hop artists soon recognized that their celebrity is what was moving the shoes.
They weren't just going to let shoe manufacturers use their celebrity. They wanted a bigger slice of the pie.
About Jay-Z:
"The only way to do business with a guy like Jay-Z is to give him his own profit center, give him his own business."
[1:12:32]
Talking about rapper 50 cent:
"Putting out G-units right now is like printing money, why not?"
*********************************************************************************************
Those are the main points of the documentary. They reason I decided to watch it in the first place was because one of my friends is obsessed with sneakers. I wanted to understand the culture behind the obsession.
They video was so valuable for the standpoint of 'identifying needs and meeting them' that I decided to watch it a second time and write notes.
Thoughts?
Here is the IMDB:
http://www.imdb.com/title/tt0451090/
The documentary is 1 hour and 21 minutes long, but contains many fastlane lessons (as well as some hitting the sidewalk with their new sneakers).
I'll mention the highlights/lessons for those who don't have the time to go through the video. [Times included]
[17:20-19:30] Fast lane lesson.
Hip hop group Run DMC make a song called 'My Adidas'. This generated free publicity for Adidas. They then ask Adidas for $1million. They provided great value for this $1 million. They made the sneaker cool, allowed Adidas to make the sneaker more expensive and allowed them to sell more of them. They transformed sneakers from a commodity (at the time) to a luxury item that was 'cool'.
Note: here is the song.
[24:30-27:15]
Follows Nike's association with Michael Jordan. Jordan was fined every NBA game he played because his Nike sneakers didn't comply with uniform rules.
[28:15]
Nike introduces the 'series' concept. New shoes (and shoe designs) every season. Today we view this move as common sense for a shoe company to release new shoes in order to attract repeat purchases.
At the time it was considered marketing suicide. The conventional wisdom was that you would build up recognition with a certain look of shoe and keep that style of shoe. Now you had to advertise each season for the sake of brand recognition. It was worth it.
[33:30-36:00] Some serious sidewalk mentality.
People robbing others for their Air Jordan sneakers.
[38:10]
Sneaker hunting. An irrational market if there ever was one. People going out of their way to buy old, out of print sneakers.
[41:15-43:00] Sidewalk
A sneaker collector. Seemingly in the middle class. Talking about wearing $600 jackets and $200 sneakers to high school. Well off friends who buy 10 pairs of the same style of shoes.
[1:10:00-1:12:00] Fastlane
Hip hop artists soon recognized that their celebrity is what was moving the shoes.
They weren't just going to let shoe manufacturers use their celebrity. They wanted a bigger slice of the pie.
About Jay-Z:
"The only way to do business with a guy like Jay-Z is to give him his own profit center, give him his own business."
[1:12:32]
Talking about rapper 50 cent:
"Putting out G-units right now is like printing money, why not?"
*********************************************************************************************
Those are the main points of the documentary. They reason I decided to watch it in the first place was because one of my friends is obsessed with sneakers. I wanted to understand the culture behind the obsession.
They video was so valuable for the standpoint of 'identifying needs and meeting them' that I decided to watch it a second time and write notes.
Thoughts?
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