PROFESSIONAL HELP.(Reebok working with personal exercise trainers and class trainers to promote their athletic shoes)

Footwear News, November, 1998 by Carr, Debra

TO SELL CONSUMERS ATHLETIC FOOTWEAR, BRANDS ARE STEPPING UP THEIR EFFORTS TO CONNECT WITH TRAINERS.

Flashy television ads, multimillion dollar superstar endorsements and team sponsorships are important marketing tools in the athletic footwear industry. But these tactics are not the only way to build brand awareness and loyalty. Many consumers are neither avid fans of professional sports nor do not watch much television. These busy people, however, do make time to go to the gym. According to a survey conducted by the National Sporting Goods Association, participation in aerobic exercising grew 20 percent in 1997 to 76.3 percent. Exercising with equipment ranked third, with almost 48 million people hitting the treadmills and weight benches in 1997, and more than...

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