Play
Agency: Weiden + Kennedy
Budget Range: Undisclosed
Percentage of Print in the Media Mix: Undisclosed
Unit Size: Spreads
Other Media:
Media Mix:
Objective: |
- Change what people expect of the brand from performance and winning to possibility and creative self-expression
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Target Audience: |
- Young people -- open, ready and willing to have fun
- Active-minded 16 - 22 year olds during summer vacation
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How Magazines Were Used: |
- Speaking to the target, drawing them in with rich, inspiring copy
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Results: |
- Product sell through strong; basketball was prime success story - complete sell through at urban and athletic specialty retailers
- Positive feedback from retailers and consumers
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Industry Awards: |
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Other Recognition: |
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Comments: |
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