When it comes to footwear and sports apparel, there’s only one king — and while Nike’s rip-roaring worldwide ascent didn’t end up making Spencer Haywood a billionaire, you can’t argue with the singularity of the Swoosh across what is now several distinct generations.
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Discussion Questions:
- What is a brand?
- What is brand loyalty?
- Why is brand loyalty important in business?
- What is fandom?
- Can fandom relate to brands?
- Specifically, why do you think brand loyalty is important to a footwear and apparel brand?
- Are you loyal to any particular footwear and apparel brand? If so, which one?
- What is competition?
- What is market share?
- How might brand loyalty help a footwear and apparel brand from a market share perspective?
- According to this story, what footwear and apparel brand controls the highest percentage of the market?
- According to this report, Under Armour does not rank in the top 7 of the biggest sneaker brands. Does that surprise you?
- What is a marketing plan?
- Why is a marketing plan important to footwear and apparel brands?
- What is leadership?
- Why is leadership important in business?
- What can Under Armour do to regain market share in the future? How might a marketing plan help? Why might leadership be important to any efforts to gain market share? Be prepared to discuss your answers in class.