Review by Brad Harner in KIN 435
UGG Australia, a company originally known for women’s boots, made a bold investment in a new collection of shoes targeted towards men. The company decided they needed growth and the way they were going to go about this was to introduce a new line for men. Along with the risk of starting this new line for men, they also partnered with Tom Brady to market the product to men. The new line of shoes has people talking, especially fans of the NFL. NFL fans are venting about the UGG commercial they saw, featuring Tom Brady, on their televisions during the first Monday Night Football game. UGG strategically bought this time slot because they knew there would be millions of men watching the first Monday Night Football game of the season. The company chose Brady to endorse their new collection of shoes because they believe he is a well liked, popular, athlete that can influence fans into buying the product. Constance X. Rishwain, the president of UGG Australia said, “Working with Tom allows us to celebrate the heritage of UGG and at the same time introduce it to a new generation of modern men like him who appreciate great design paired with the UGG ‘inside’ experience” The commercial attempts to stick with the modern theme of the shoe by getting hip hop artist Mos Def to accompany the “Steps” of the commercial. They came up with a title for the commercial as well to keep it simple and trendy by naming it “Steps”.
My opinion
of this new collection, introduced by UGG Australia, is that they have done
everything they can for the product to catch on. Whether or not this product
actually becomes popular is something that we will have to wait and see.
Personally, I do not believe NFL fans were the ones to target because most
people watching football are not as modern and trendy as Tom Brady.
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Review by Patrick Pelletier in KIN 435
The article I chose to read was titled UGG Australia Launches Campaign Targeting Men, and was published on AllBusiness.com. Opening with a nationally televised commercial during ESPN’s Monday Night Football, UGG Australia will target men using NFL quarterback Tom Brady. UGG has high hopes and expectations for this new campaign, but it will be interesting to see how using an NFL superstar will help accomplish their goal to reach a new market.
UGG Australia’s main goal in partnering with Brady is to increase the popularity of its new men’s collection of footwear. What better way to do that then use arguably one of the most popular players in America’s most popular professional sport. The NFL fan base is a huge area of opportunity for any company and UGG is trying to capitalize on it. President Constance X. Rishwain said in the article that: “launching our men's campaign with TV illustrates the commitment we have to this initiative and to our partnership with Tom Brady." This shows that the company as a whole is dedicated to the success of this campaign. However, it may not be completely up to them.
The audience UGG Australia is trying to reach is going to be very difficult to penetrate. There are going to be a limited number of men watching the NFL that are interested in wearing these boots or that have even heard of the company. In my opinion the campaign overall won’t have a significant impact on the popularity of this collection. There are going to be people that will buy these new shoes because they associate them with Tom Brady. I think that is where most of the new sales will come from. The commercial aired on Monday Night Football will continued to be shown and I think it will have more of an impact on the casual football fan and those that just know who Brady is.
This campaign being attempted by UGG Australia definitely shows their desire to get more men wearing their product. Targeting the NFL is a great way to do this but they will most likely not get the die-hard fans to wear them. However, I think they chose the right player to endorse them because Brady has enough recognition around casual fans and those that aren’t fans to influence what people think about when they make purchasing decisions.
UGG Australia’s main goal in partnering with Brady is to increase the popularity of its new men’s collection of footwear. What better way to do that then use arguably one of the most popular players in America’s most popular professional sport. The NFL fan base is a huge area of opportunity for any company and UGG is trying to capitalize on it. President Constance X. Rishwain said in the article that: “launching our men's campaign with TV illustrates the commitment we have to this initiative and to our partnership with Tom Brady." This shows that the company as a whole is dedicated to the success of this campaign. However, it may not be completely up to them.
The audience UGG Australia is trying to reach is going to be very difficult to penetrate. There are going to be a limited number of men watching the NFL that are interested in wearing these boots or that have even heard of the company. In my opinion the campaign overall won’t have a significant impact on the popularity of this collection. There are going to be people that will buy these new shoes because they associate them with Tom Brady. I think that is where most of the new sales will come from. The commercial aired on Monday Night Football will continued to be shown and I think it will have more of an impact on the casual football fan and those that just know who Brady is.
This campaign being attempted by UGG Australia definitely shows their desire to get more men wearing their product. Targeting the NFL is a great way to do this but they will most likely not get the die-hard fans to wear them. However, I think they chose the right player to endorse them because Brady has enough recognition around casual fans and those that aren’t fans to influence what people think about when they make purchasing decisions.
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