nike roshe run womens at the top

It was effective—to a point. But we were missing something. Despite great products and great ad campaigns, sales just stayed flat.

We were missing an immense group. We understood our “core consumers,”nike air max 90 the athletes who were performing at the highest level of the sport. We saw them as being at the top of a pyramid, with weekend jocks in the middle of the pyramid, and everybody else who wore athletic shoes at the bottom. Even though about 60% of our product is bought by people who don’t use it for the actual sport, everything we did was aimed at the top. We said, if we get the people nike roshe run womens at the top, we’ll get the others because they’ll know that the shoe can perform.

But that was an nike air max womensoversimplification. Sure, it’s important to get the top of the pyramid, but you’ve also got to speak to the people all the way down. Just take something simple like the color of the shoe. We used to say we don’t care what the color is. If a top player like Michael Jordan liked some kind of yellow and orange jobbie, that’s what we made—even if nobody nike roshe run else really wanted yellow and orange. One of our great racing shoes, the Sock Racer, failed for exactly that reason: we made it bright bumble-bee yellow, and it turned everybody off.