Reading the stories about the Vaporfly ban made me want to try these shoes. I am not a devoted to Nike or even sneakers in general and I am not a runner. The controversy got me curious and through my readings, I discovered Spira - another shoe brand I had never heard about. The marketing here is great except for a bit of a last mile problem. I am sure Nike has got many a random person just like me engaged and curious about these shoes. These folks have spent a few minutes of their day reading about the controversy and checking out picture and prices of the shoes.
But it's likely, the ones who end up buying will be type of customers who are already buying high-end sneakers (even if not Nike) and also likely run (at least some). The rest of us would have become more aware of the brand and its offerings - that has monetary value. The Spira campaign to get attention was fun to read about too - goes to prove that the very similar tactics can lead to very different outcomes for brands.
But it's likely, the ones who end up buying will be type of customers who are already buying high-end sneakers (even if not Nike) and also likely run (at least some). The rest of us would have become more aware of the brand and its offerings - that has monetary value. The Spira campaign to get attention was fun to read about too - goes to prove that the very similar tactics can lead to very different outcomes for brands.
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