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Marketing to Women: How To Get It Right

Marketing to Women: How To Get It Right

Nike had an high-testosterone image (Just Do It) and their advertising featured top male athletes shown in winning scenarios. They had 50% of the market share of the men’s fitness market, but only 20% of Nike’s revenue came from women’s products. Nike changed its focus, communicating with women to understand how they relate to sport and performance, and the decisions they take in purchasing sportswear.

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