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NEWS
Nike to Enter Chareidi Market
By R. Gil
More and more international corporations are making their way
into the chareidi market. This time Nike, the shoe
manufacturer, has decided to focus on the chareidi sector and
even release unique products to fit chareidi needs.
The US-based shoe manufacturer, whose distinctive swish
became its trademark, is set to launch a major campaign.
Israeli marketing company Good Side won the exclusive
franchise to market Nike shoes in the chareidi sector. The
hefty advertising budget, whose amount remains unpublished so
far, will be managed by Effective Results, which was selected
among several chareidi firms to run the campaign. Since Nike
focuses primarily on athletic shoes, the ad agency will make
an effort to create a strategic split, instead stressing
comfort and healthy footwear.
"The chareidi sector spends hours on its feet in prayer and
using public transportation, and chareidim do a lot of
walking, whether commuting to kollel or doing errands,
so we will sharpen the importance of buying comfortable shoes
that ease standing and walking and promote healthy feet,"
said Shaya Itzkovitz, CEO of Effective Results.
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