Nike's Air Native

This week, Nike unveiled the new Air Native N7, a shoe designed and marketed specifically to Native Americans to promote health and wellness issues toward a population affected by high obesity rates. The shoe was designed to have a "culturally specific" fit and look, and it will be distributed solely to those populations through tribal wellness programs and schools at wholesale prices. In some cases, individuals may receive the shoes at no cost.

Niche marketing and cultural segmentation are certainly not new ideas, nor is Nike's approach to giving back to a particular community. But Nike's approach here is not altruistic, nor is it pure public relations. It's good business. I think it leads a trend we'll see that capitalizes on increasing consumer personalization, cultural affinity, and global consciousness. And it's a good thing.

Nike's Sport Culture division has taken these insights into account for the past several years to create trend-forward products appealing to credible "connectors" or "mavens", as Malcolm Gladwell calls them, on the streets of Manhattan or at Miami Beach. I predict Nike's efforts to serve the Native American market will be rewarded with consumer loyalty and commercial success.

Meat Loaf and Me

Today is my birthday, along with my twin brother Peter, and Gwenyth Paltrow, Avril Lavign, Shaun Cassidy and Meat Loaf. Clearly we're in good company. Cheers!

The Future of Advertising

When I worked in Chicago for Leo Burnett, the discussion around the water cooler was often about advertising trends. The hottest topic: what impact would Tivo (and the like) have on the advertising industry? If consumers could simply fast-forward through the ads, would we all be out of jobs?

My theory at the time- a good 10 years ago- has proven itself, or rather is proving itself today. We would not all be out of jobs. The industry would evolve in a way that would prove to be more challenging and infinitely more rewarding. I give you two words: product placement. Or to coin another cliche, content is king.

I knew we were headed this direction when, during one of the last seasons of Dawson's Creek (which ended in 2003), an episode opened with Joey and Pacey shopping for an iPod inside a conspicuously branded Best Buy. So as not to be missed, this fact was even included in the dialogue.

The funny thing? We all bought it- the context was entirely believable, especially in this era of reality TV where real people are on display- usually consuming real products. This sort of product integration lends a degree of credibility and access that a :30 spot can't deliver, and it has challenged advertisers to be more creative in how they reach potential customers.

Recently, David Peacock, VP of Operations for Anheuser-Busch (Left), and Bob Lachky, Chief Creative Officer, spoke at the University of Kansas. Peacock, a 1990 KU grad, said of the future of advertising: "It’ll be more content-based, whether it’s Internet, whether it’s television. People have DVR and are passing by the commercials. You’ve got to be part of the content of the programming, whether that’s a sporting event, whether that’s a TV show or a movie. You’ve got to be part of the content.”

Leave it to the "King of Beers" to remind us that content is in fact king. Perhaps we should drink to that.

Change is Good

My blog is back. Over the summer, I had time to reflect while considering a job change. Fortunately, I have landed in a wonderful position after entertaining prospects that would have moved my family to Texas, Florida, the Pacific Northwest or the Rocky Mountains. In each case, I targeted organizations I felt had a strong corporate culture and purpose. Those of you who know me will not be surprised to learn that I ended up at the University of Kansas. Specifically, at the KU Alumni Association, where I'm privileged to work with wonderful people in a beautiful setting. Best of all, there's a shared purpose; to strengthen KU. My view from atop the hill should bring a new perspective to my posts, as my outlook has changed dramatically. Sometimes a change in scenery can do that.