Rylee Boyle currently mentioned how the “fitness mania” continues to expand around our nation in her blog. People are excited about joining the new fitness trend and many are rushing to add complements for their new hobbies. They buy the latest shoes, leggings and dry fit technology as my peer mentioned. She mentioned how the athletic wear changed from being a necessity, into more as a fashion trend. Having the newest celebrities brand this trends such as Kylie Jenner to Karlie Kloss who bring their followers into the market.
The marketing techniques these companies use help them outstand in social media and one of the best examples is the Nike company that takes 62% of the US market shares. However, competition is catching up and Nike’s biggest competition is Sketchers being the second biggest athletic footwear company in the US.
I understand why Ryle mentioned this article, it’s interesting to see how Sketcher’s wise sales strategies has double their stocks this year. Sketcher’s main technique is to focus on all ages, but it’s main focus is directed towards young children. Kids outgrow their shoes and are always in necessity of new pairs of shoes, so Sketcher focuses on using celebrities such as Demi Lovato and many more to brand their advertising campaigns, while other companies use professional athletes, which young teens and children’s are not aware about, which brings the countries main differentiation compared to the rest of its competition.
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