Gimme a D Flawless!
Marketers from Procter & Gamble to PepsiCo are using a new way to reach young opinion leaders: product placements at cheerleader camps. Personal care products like shampoos and cosmetics are handed out at the camps, which are setting up product lounges sponsored by consumer goods companies. Marketers expect the products used by these popular teens to drive word-of-mouth advertising. Cheerleading events run by Varsity Spirit of Memphis, Tennessee this year were attended by 350,000 cheerleaders in high school and college. Other companies like Jamz Cheerleading & Dance in Modesto, California and Great Lakes Cheer Company have also reported more interest from sponsors. Since reaching young people before marriage is a challenge for jewelers and engagement ring brands, cheerleading camp, particularly for college cheerleaders, might be a good alternative way to reach brides-to-be. It would also be a good way for jewelry brands who target young women to influence the influencers in communities across the country.
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Nike is one of the world’s leading sportswear and equipment manufacturers. It leads the world in sales of athletic shoes. The company was founded in 1964 by Bill Bowerman and Philip Knight. Its first name was Blue Ribbon Sports but that changed to Nike in 1978. The company takes its name from the Greek goddess of victory, Nike. It is famous for its slogan, Just Do It and the Swoosh logo, which Nike first used in 1971. Blue Ribbon’s first product was a soccer shoe called Nike. A major factor in Nike’s success is its sponsorship of top sports stars. Subsequent tie-ups with superstars like basketball’s Michael Cheap 2011 Air Jordan Spizike and golfer Tiger Woods accelerated Nike’s corporate success. Nike has had to defend itself against criticism that its products are made by children and workers paid below the legal minimum wage in sweatshops.