Ever heard of the expression “The Rich Keep Getting Richer”? There is no better example in the sports world than Nike. In basketball there isn’t much on a players body to market as far as clothing goes (we got shoes, jerseys, the occasional headband, and socks). In the last few years Nike has started a fashion revolution by introducing its Nike Elite line.
Why Socks Sell
While buying expensive basketball shoes are still the cool thing to do, it is becoming just as important for an athlete to match those shoes with a sweet sock combination. From a marketing standpoint, Nike has been able to expand its brand reputation and in a relatively short time just by using its customers as spokespeople. For example: when you see someone walking into the gym with a pair of neon Nike Elites, you can’t help but think “Woah! Where did he get those!?” There is something about the well thought-out design that attracts attention and there lies the reason for the success of this product. The dozens of color combinations allow Nike to market to consumers who have various different color tastes (from the simple black & white to the attractive-getting orange & blue).
It shouldn’t be a surprise to most that soon after Nike released its Elite line, companies like Adidas and Under Armour released their own version of basketball socks. Their own versions (shown below) were an attempt to stand out to customers and try to take some business away from Nike. It’s going to be interesting to see what these companies come up with next that can grab our attention. You can guarantee there will be a lot of neon colors and fancy designs.