http://www.brassmonki.com/
Recently, I’ve stumbled across an interesting blog post by Vivian Leung. My attention was immediately captured by the pictures of “geeky nike shoes” that she uploaded. I was quick to agree to the botched target campaign by Nike, until I realized these shoes weren’t actually manufactured by Nike, but by the custom designer brand – Brass Monki. If Nike were to have manufactured these shoes, then I would agree that they were attempting to reposition themselves; however, that would be a enormous risk, as it takes a huge turn from their previous brand image. Looking from a psychographic perspective, Nike’s target market should be consumers who wish to look sporty and athletic (possibly do love being active). This change to incorporating, supposedly the “geeks,” market could turn away their original segment, leading to an utter failure. Fortunately, Nike did not choose this path.