Strangely, the New York Times headlined a story today Nike Tries to Enter the Niche Sports It Has Missed Missed? Seems, no one has mentioned to the old gray lady that Nike SB already owns the core skate market (and that’s not even counting Converse). Aside from a few people who still rock Vans most skaters don’t want to wear anything else. This hasn’t, however, stopped the Portland footwear giant from pushing on with a new, huge, advertising campaign that launches today called The Chosen. It’s reportedly the first time Nike has used action sports athletes in a major Just Do It, campaign.
The new campaign, called “The Chosen,” is Nike’s largest effort at moving into action sports, and will feature athletes like the skateboarder Paul Rodriguez (or P-Rod), the surfer Laura Enever and the snowboarder Danny Kass. . . “When we looked at action sports, we saw a unique consumer segment that was underserved in terms of product innovation,” Mark G. Parker, Nike’s chief executive and president, said at a shareholder meeting in May.
Nike’s The Chosen commercials premiere today on facebook at 4 PM PDT/ 7 PM PDT. Click here for skateboarding, here for surf, and here for snowboarding. The truth is, Nike really isn’t “trying” anymore in action sports. They’re just doing it. And yes, it took them a long, long time to figure it out, but now that they have . . . well, we all know the rest of that story.
[Link: New York Times]
So funny how you talk about the NY Times missing the mark and then you dribble on about “SB owns the core skate market aside from a few people who still rock Vans most skaters don’t want to wear anything else” ?!?. Could you possibly be a any more biased and inaccurate with this statement. Check the top ten skate shoes at specialty and look at which brand has the most styles on that list. Oh wow Nike has the Janoski (which looks like a Vans shoe more than a NIke shoe anyway). “Just Do It” Boardistank.
Actually, The Editors, while prone to some exaggeration are very much on the mark. Half of the top-10 styles in the ActionWatch retail panel are currently from Nike SB. Indeed, Nike SB and Vans have a very dominant market-share position in the core channel. However, the two brands together have less than 50% market share, so there are clearly many other skate shoe brands that have a strong following and are preferred by many who do not wear Nike SB or Vans. The Editors are correct that the NY Times is a little behind the times regarding their assessment of Nike, but Ekin Eurt is correct that it is an exaggeration that “most” skaters only wear Nike SB or Vans.
Who gives a fuck what either of you idiots think? Too much time wasted thinking about which shoe company does what. Fucking morons, just watch the video and be stoked. I get my shoes for free, I don’t give a shit what logo they have.
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