I think we all remember a time a couple years back when we all wanted one of those little yellow Nike “Livestrong” wristbands. Some people may what it to support the cause of Lance Armstrong, so may want to be trendy, but we all more or less wanted at least one of this little yellow rubber thing! What really impresses me about Nike’s marketing of the “Livestrong” product line is how much the product line has really expanded from only wristband (although its success can be argued as the hype surrounding it tends to be relatively short-term). Doing a google search for “Livestrong” we not only see pictures of the original wristband product, but we can see new products such as casual shoes, running shoes, basketball shoes, sunglasses (in association with Oakley), and other clothing product which features the signature yellow of Lance Armstrong and the “Livestrong” logo. To me this is a really good example of product development as Nike is expanding within its current market with new products (although shoes are net new products, putting them under the “Livestrong” brand should classify it as one) and continues to show who top companies like Nike and Adidas can maintain its positioning in its industry for such long periods of time.
