Niche Marketing Sends Nike Sole Searching
Chances are you, or someone you know, owns a pair of shoes. Now consider there are currently about 7.078 billion people on earth. That’s how big and lucrative the shoe industry is, and for decades Nike has been at the forefront of shoe sales.
But times changed.
Nike’s original young demographic grew up and had its own kids. Spokesman Michael Jordan retired… twice. Competing brands gained influence. Technology turned the world inside out, and the public began consuming information a la carte instead of off the menu of mainstream television networks and newspapers.
Instead of being a lumpy, amorphous, loosely-defined mass of humanity, the public became a collection of niches.
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