How 5 Sports and Shoe Brands Are Convincing Millennials to Lace Up

Converse, Asics aim for 'actions and authenticity' in marketing

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Millennials famously crave deeper, meaningful involvement with the world around them—and they often view athletic footwear, apparel and gear as a means of strengthening that connection and enhancing their personal growth. While old-school appeals focused on sports stars, product performance and fashion are still in the running, some brands have pivoted in recent years, taking an increasingly holistic, lifestyle-focused approach to get their pitches across the finish line with the all-important young-adult demographic.

"For the millennial generation, their relationship with brands is more than just 'tell me,'" said Al Moseley, president and chief creative officer at 180 Amsterdam.

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