Reuters - Video

Edition: U.S. | U.K. | IN | CN | JP

Business

Nike at top of its game

Friday, February 24, 2012 - 02:08

Feb. 24 - Nike adds more punch to its line-up with new galactic glow in the dark footwear and additions to its Nike+ tech sneakers, as it ramps up marketing and its fan base ahead of the Summer Games. Jill Bennett reports.

▲ Hide Transcript

View Transcript

These dedicated fans slept outside on sidewalks in a bid to grab the latest from Nike. The new galactic themed lines, including the glow-in-the-dark Nike Foamposite One, went on sale this week ahead of basketball's All Star Weekend. Dedicated fans are willing to pay hundreds to sport the Nike name. SOUNDBITE: XANIQUE HERASME, NIKE FAN, BROOKLYN, NEW YORK (ENGLISH) SAYING: "When you love something you are going to go get it no matter what." SOUNDBITE: TOM PADILLA, NIKE FAN, SEATTLE, WASHINGTON (ENGLISH) SAYING: "It's what the kids are wearing. It's what they want to wear so that's why we are here." The latest Nike line is so popular, there are pages of YouTube videos showing massive crowds at stores and police confrontations. Back in December, fights broke out after frenzied shoppers tried to buy the latest Air Jordan's. Nike is a leader in creating hype, by making a limited number of shoes, and listening to its customers, according to reputation specialist Mike Paul, President of MGP & Associates PR. SOUNDBITE: MIKE PAUL, PRESIDENT & SENIOR COUNSELOR, MGP & ASSOCIATES PR (ENGLISH) SAYING: "Nike to me is the Apple of sneakers, they are at the top of their game". STAND-UP: REUTERS REPORTER JILL BENNETT (ENGLISH) SAYING: "The Nike swoosh is globally recognized, the company ranked at number 25 on Interbrand's annual rankings of top global brands last year. One of the ways it helps to stay connected with its fan base is through tie-ins with sports stars including Kobe Bryant and tennis ace Roger Federer." Nike is also expanding its line of footwear that's so hi-tech it works with apps on the iPhone or web to help the user track their games or workouts. Nike is also hoping to duplicate its success in a key market, with a new endorsement by NBA player Jeremy Lin. SOUNDBITE: MIKE PAUL, PRESIDENT & SENIOR COUNSELOR, MGP & ASSOCIATES PR (ENGLISH) SAYING: "The biggest market that everyone is going after right now is China and quite frankly one of the reasons why they just locked up Jeremy Lin here in New York is because they want to make sure that they have a key stake holder here in the United States that can help them reach abroad." Industry experts say Nike has the marketing savvy to stay ahead in the game here and abroad, as it prepares for the biggest game of them all - the Summer Olympics. Jill Bennett, Reuters

Press CTRL+C (Windows), CMD+C (Mac), or long-press the URL below on your mobile device to copy the code

Nike at top of its game

Friday, February 24, 2012 - 02:08