Competitive Edge
Category: Lesson 4.3 – Target Markets

Under Armour to Launch First Female-specific Running Shoe

Under Armour is accelerating its efforts to attract the female athlete. Click here to read the story at wwd.com. Discussion Questions: What is market segmentation? How might this story represent the concept of market segmentation? Why do you think Under Armour is launching a female-specific running shoe? Why is the company

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The NHL’s tech-heavy plan to draw in young fans

While the Buffalo Sabres were playing the New Jersey Devils, their digital avatars were mimicking each move in virtual reality. Strap on the VR goggles. Touch a button, and you’re watching the game through the eyes of a skater heading in for a shot. Click here to read the story at espn.com. Discussion

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NFL Franchises Submit International Marketing Plans

Last month, NFL teams were able to submit proposals for co-marketing pacts with clubs in international markets independent of the league for the very first time. Click here to read the story at barrettsportsmedia.com. Discussion Questions: What is a global product? Do you think the NFL is a global product?

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Nissan Uses College Football Fan Tweets As Creative Inspiration

Back for its 11th season of “Heisman House” college football spots, Nissan found a new source of inspiration for creative: fan-generated tweets. The automaker is launching a campaign with 10 spots, up from the usual six, says Allyson Witherspoon, vice president and U.S. chief marketing officer, Nissan. Click here to

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How Brands are Using Twitch for Sports Marketing

As people searched for ways to stay entertained during quarantine and seek out connection as in-person socializing was put on-hold, gaming emerged as a powerhouse. Enter Twitch, Amazon’s live streaming platform for gamers. Fans flocked to the platform to watch their favorite creators play games and engage with them and

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