‘Sneakerheads’

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Picture this:

Young boys with sneakers slung around their shoulders and pockets full of cash, huddle in hotel ballrooms and high school gyms, shouting and bartering as if they were on a trading room floor. This latest sports footwear craze, this teenage marketplace for high-end sneakers, has spread across the US. These teenage traders know their stuff; they recite resale values and spout debut dates for new lines.

Imagine this:

One of the 14-year-olds already has 81 pairs in his sneaker collection, costing $11,000 but worth probably $20,000 if he sold them all. But that’s a small corner of the market: basketball sneaker sales made up $4.5 billion of the total $21 billion athletic shoe business, according to Princeton Retail Analysis.

Top this:

At a Manhattan event, one young vendor turned away $98,000 in cash for his Nike Air Yeezy 2 “Red October” sneakers, designed by Kanye West and signed by the artist himself onstage at the Nassau Coliseum in February.

Excerpts from Article and Photo Source:

http://www.nytimes.com/2014/04/17/business/a-thriving-market-where-air-jordans-are-blue-chips.html?_r=0

 

Simple Steps to Selling a Brand

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AXA EQUITABLE, a French-based insurance company, is taking an axe to its name, trimming it to AXA in the USA.

After studying consumer needs in the complex financial marketplace, their publicity company (Publicis Kaplan Thaler) has devised a sharp new campaign.  Consumers can contemplate a simple message as they climb stairs in public places such as Grand Central Station in New York.

          “Reach your financial destination one small step at a time. AXA redefining standards.”

The staircase is both the medium and the message.

 

Adapted from and photo from: