david pace

Just For Kicks

David A. PacePace Sports LLC

david@pacesports.com

JUST FOR KICKS

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Background

Rapid Top-line Growth

• Goals

• Establish UGG Australia as the leader in casual footwear for men

• Commitment

• Money

• Time

• More money (multiplier) to let people know you have the athlete

• Product

• Product

Strategy

It all begins with the Brand

•Brand Strategy drives the Sports Marketing Strategy

•Sports Marketing Strategy must derive from and support the overall Brand Strategy

Strategy

UGG Australia Brand Essence

Luxury Comfort

Goal of Campaign

Give Men Permission to wear UGG Footwear

• Create Awareness

• Reassess the Brand

• Icon that is aspirational to the audience

Sports Marketing Strategy

Icon Strategy: Who is the Oprah for men?

Sports Marketing Strategy

Icon must embody the Brand Essence

•Attributes:• Authentic

• Leader

• Admired and Respected by men, women and children

• Talented

• Sophisticated and Fashionable

• Great Character

• ★Wears UGG

• ★Lifestyle

• ★Endorsement Profile

• ★Family

• ★Long-Term View

Anxieties?? We had a few!

• Will it work?

• Will it damage the Brand?

• How will our female customers react?

• Our Retailers?

• We’ve never done an endorsement or even a marketing campaign!

• Tiger Woods Syndrome

ROI

• Business Plan

• Goals and Objectives

• Measures of Success

• Must Be Diligent

Ad CampaignAd Campaign

• Insights:

• Men have a barrier to trial

• Men will reject outreach if it’s derivative of women’s ads

• Challenge: Consistency

• Men will try it if someone they respect wears it and they are given a functional reason for wearing it

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Television

Results

• Sales: Double Digit Growth

•Awareness: Dramatic Jump

Star Equity

Definition:

•star (stahr) eq-ui-ty (ek-wi-tee) noun: Celebrities invest their “star power” in a company rather than cash and receive stock or other equity in return

Star Equity

• Connects the celebrity’s interest more closely with the success of your Brand/Company

• Pay for Performance

• Allows smaller companies to compete with the “Big Brands”

50 cent from Reebok to Vitamin Water

Jennifer Aniston from Vitamin Water to Living

Proof

David A. PacePace Sports LLC28 South StreetHingham MA

david@pacesports.com