Though athletic shoe endorsements is primarily a man’s world, athletic shoe retailers are recognizing the importance of trying to attract female sports shoe purchasers to help their bottom line.
That our friends is a woman’s world. Welcome to their world and retailers would love to live in it.
As reported at CNBC, “Dick’s Sporting Goods might be best known as the place for a Little League Baseball coach to stop in for new gloves, a high-school basketball player to buy sneakers or an amateur golfer to pick up a new putter.
But the sporting goods retailer, now the last national player left standing and so a category killer in its industry, wants more women to shop there, realizing it’s always placed a bigger emphasis on men. To do this, it is making sure it has the products women are looking for.”
Very good financial decision.
An important product in their sales portfolio is Calia.
Calia, a women’s brand Dick’s Sporting Goods launched nearly five years ago is now the No. 2 women’s apparel brand in their stores, based upon sales.
The global shoe leader Puma speaks to the power of Calia through the image of a popular female singer. “Having made it to the top in the entertainment business, Selena Gomez is well aware of how to chase dreams – and there is no better companion than the most recent upgrade of the PUMA Cali sneaker. With an edgy, stacked sole and high-energy hues, PUMA Cali Chase lifts up your dreams without counting out style.”
You’re in great company if mega star Selena Gomez loves your product.
Puma continues, “In the same spirit of the original California shoe from 1980’s, the modern interpretation stays true to its white leather upper but features a modern twist through its progressive rubber tooling. This kick takes advantage of the large PUMA branding on the midsole whilst the bold neon-colored form strip adds point of excitement to the design.”
This is good news since many feel that female customers, and especially female athletes, are more sophisticated in their decision making because they like to shop across a variety of brands, rather than sticking with one favorite.
There are some famous female athletes who manufacturers are hoping will help influence those buying decisions.
As shared by the informative source hypebeast.com previous to the 2019 US Tennis Open, “Nike has unveiled Naomi Osaka‘s exclusive sacai look ahead of the US Open taking place in Flushing, Queens this week. Osaka, currently ranked the No. 1 player in the world, will be the first athlete to wear NikeCourt x sacai performance apparel. The Nike look, made in collaboration with Chitose Abe‘s sacai label, features a double-layer skirt atop a bodysuit, for a play on the classic tennis dress look.
The brand celebrated the collaboration with a pop-up entitled “Queens of the Future.” The event gathered top tennis players Markéta Vondroušová, Elina Svitolina, Madison Keys, Caroline Garcia, Aryna Sabalenka, Petra Kvitová, Simona Halep, Maria Sharapova, Sloane Stephens, Osaka and Serena Williams, all of whom wore Nike apparel.”
It is widely viewed that Reality TV Star Kylie Jenner endorses Puma and the female public loves it.
In 2014 and 2015, Time magazine listed the Jenner sisters on their list of the most influential teens in the world, citing their considerable influence among youth on the Social Media.
As of March 2019, with over 129 million followers, she is one of the most followed people on Instagram.
In 2017, Kylie was placed on the Forbes Celebrity 100 list, making her the youngest person to be featured on the list.
In March 2019, Forbes Magazine included Kylie Jenner on its list of billionaires.
Ms. Jenner became the world’s youngest self-made billionaire at the age of 21. Apart from her TV career that began with Keeping Up with the Kardashians, Jenner’s bulk wealth also comes from her make-up company, Kylie Cosmetics, valued at $800 million.
Puma certainly recognizes top female talent to help promote their product and they continue provide women with more opportunities to participate in the endorsement game.
Cara Delevingne is an English model, singer, and actress.
Ms. Delevingne won Model of the Year at the British Fashion Awards in 2012 and 2014.
Delevingne started her acting career with a minor role in the 2012 film adaptation of Anna Karenina. Her most notable roles include Margo Roth Spiegelman in the romantic mystery film Paper Towns (2015), the Enchantress in the comic book film Suicide Squad (2016), and Laureline in Luc Besson‘s Valerian and the City of a Thousand Planets.
She also models Puma shoes.
They praise, “Cara Delevingne is known for being bold and breaking the rules. The CELL Stellar Neon is just the shoe for her. Its vibrant neon pink with a mix of fresh materials and patent provides a unique, vibrant look to help her stand out from the crowd.
PUMA’s CELL technology is known for its stable cushioning and the hexagonal cells provides optimal shape for stronger movement. Origins for the design were introduced during the ’90s when the first iteration of CELL running technology was released.
The PUMA CELL Stellar Neon has crème colored details on the heel and toe box plus the off-white midsole as well as a low collar for countless styling opportunities.
Be bold and be confident in the new PUMA CELL Stellar Neon sneaker, available globally on PUMA.com, PUMA stores and selected retailers.”
What brilliant style.
Puma believes that sport has the power to transform and empower us. As one of the world’s leading sports brands, it’s only natural that they want to stand on the same playing field as the fastest athletes on the planet. To achieve that, the PUMA brand is based on the very values that make an excellent athlete.
Talented female influencers are ready to help project those values.
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Opening photo Puma photo credit