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Brand story
In the 1980s, Nike products began to enter the homes of ordinary people, especially teenagers, from track and field and gyms. Nike must try its best to expand the appeal of Nike advertising without losing the traditional market of formal sports. For this reason, Nike, like Levi's brand, must become an integral part of youth culture and a status symbol.
Nike is fighting in two completely different markets. The problem it faces is how to achieve balance and consistency in adapting to public awareness and promoting sports achievements. Nike has begun to rethink its advertising strategy. 1986, an advertisement promoting Nike inflatable insoles is a real breakthrough. In advertising, Nike adopted a brand-new concept.
Instead of using the usual method of blindly promoting the technical performance and advantages of products, it is a famous song "Revolution" played by the famous representative and the Beatles who symbolize hippies. In the rebellious new rhythm and melody, a group of Americans wearing Nike products are crazy about sports. This advertisement accurately caters to the new trend of fitness reform and the new trend of the times, which makes them feel refreshed.