How three shoe manufacturers found their potsy of gold

Article Abstract:

Innovative approaches to shoe advertising have proved very successful for Reebok International Ltd., The Rockport Co., and The Timberland Co. Reebok's ads use illustrations, rather than photographs, of men and women exercising alone, inviting more personal identification from consumers seeing the ads. The Rockport Co.'s strategy has been to promote walking as an exercise activity, while stressing the quality of their products for that purpose. The Timberland Co. decided to market their shoes as upscale fashion items, using humorous ads featuring a family of backwoods bootleggers followed by a campaign using black and white photos depicting young, healthy people enjoying their leisure time in solitude while wearing Timberland shoes. Other shoe manufacturers are expected to attempt imitations of these new approaches to shoe advertising.

Footwear, except rubber, not elsewhere classified, Rubber and plastics footwear, Athletic shoes, Running shoes, Reebok International Ltd., Timberland Co., Rockport Company Inc.