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Article: ON YOUR MARK: FIRMS READY FOR MARKETING RACE.(1998 Boston Marathon)
- Article from:
- Footwear News
- Article date:
- April 20, 1998
- Author:
CopyrightCOPYRIGHT 1998 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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THE BOSTON MARATHON IS A BANNER DAY FOR RUNNING-SHOE VENDORS AS WELL AS ATHLETES
BOSTON -- The 102nd running of the Boston Athletic Association's Boston Marathon, being held Monday, April 20, provides not only a stage for some of the world's best distance runners to shine, but is also a grassroots marketing opportunity for athletic footwear vendors.
Although a vast majority of people who purchase running shoes will never actually run in them, sneaker companies nonetheless target the core performance-oriented consumers in their marketing efforts. The basic theory that many vendors employ is that performance athletes not only bring credibility to the shoes, but ...