Nike Inc., Beaverton, Ore., launched a concept shop to urban accounts in fall to support the A-series shoe. The shop included nine different fixtures. P-O-P producer: The Carlson Group, Portland, Ore.
Banners from Asics America Corp., Irvine, Calif., celebrated its GEL-Kayano running shoe. P-O-P producer: The Carlson Group, Portland, Ore., designed and manufactured 325 banners and 210 towers.
Hip-hop culture dominates the footwear category, so marketers walk to an urban beat. They also are leveraging well-known properties to establish brand trust in specific niche markets.
