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Footwear

Kick-Starting Sales an Olympic Feat

By Barry Janoff

Come the 2008 Summer Olympics in Beijing, count the top footwear brands among those going for the gold. In this case, that would be Nike and adidas (and its Reebok unit) which not only want to build on their respective No. 1 and 2 spots in China (putting them ahead of even homegrown giant Li-Ning), but to also have the games' countless millions of worldwide viewers motivated into spending money on products in their local stores.
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Top Brands by Category:

Brand/Parent Company

Lead Agency/Location

Total Sales ($ millions)

Media Expenditures ($ millions)

Quality

Familiarity (%)

Purchase Intent

Equity

FOOTWEAR

1. Nike

Wieden + Kennedy / Portland, OR

4,100.00

50.00

7.61

6.51

62.9

2. Skechers

In-house

1,394.00

55.5

6.85

6.24

57.4

3. New Balance

BBDO / New York, NY

1,300.00

8.4

7.38

7.27

65.2

4. adidas

180 / Los Angeles, CA

979

20.4

7.28

6.5

5. Reebok / adidas

McGarrybowen / New York, NY

693.8

709

6.62

60.4

6. Converse / Nike

Anomaly / New York, NY

564

11.2

6.88

5.66

7. Puma

In-house

438

13.8

6.19

5.21

46.6

8. Vans / VF

In-house

390

6.7

5.79

54.1

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Sources: Brandweek research/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)

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