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Article: i.e. comes down to earth with Nike Air tech. (Nike Air technology used to advertise Nike's i.e. casual shoes)
- Article from:
- Footwear News
- Article date:
- April 6, 1992
- Author:
CopyrightCOPYRIGHT 1992 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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BEAVERTON, Ore. - The i.e. division of Nike has hired a new marketing director, Valarie Munoz, who is making the comfort technology in this women's casual fashion footwear brand more accessible to the consumer by capitalizing on its connection to Nike Air.
i.e. recently dropped the word "tensile" from its product descriptions and is now describing i.e. shoes as having the "Nike Air" technology found in Nike athletic footwear.
In the past, retailers have told FN that i.e.'s tensile air message was not immediately understood by the consumer. Munoz concurred.
"I think tensile air was confusing to explain, it was overteched," said Munoz, a former ...