How wearables are changing the face of sports brands
With smartwatch and fitness band sales more than doubling in the UK last year, brands are placing an impetuous on wearable technology in a bid to stand out from the competition.
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How New Balance is reinvigorating its brand to move away from its lifestyle image
Sarah VizardNew Balance’s CEO Robert DeMartini admits the brand had unintentionally “become older” but says a renewed focus on its performance business will help it become more relevant to younger consumers and shake off its image as more of a lifestyle brand.
Apple promises new opportunities for brands with ‘killer’ native Watch apps
Sarah VizardBrands wondering how many consumers their Apple Watch apps are reaching were left disappointed by Apple’s decision not to reveal sales figures but CEO Tim Cook’s promise that native apps will “be killer” for the watch suggests future opportunities for marketers.
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Mark Ritson: Apple’s deal with Hermès is a clear signal that it now considers itself a luxury brand
Mark RitsonWhen two brands come together, the results are always interesting. But when the brands in question are Apple and Hermès, the co-branding strategy is going to be headline news.
Mark Ritson to host webinar offering advice for marketers during coronavirus
Marketing Week ReportersMarketing Week columnist Mark Ritson will host a new webinar providing practical advice on how to prevail in the time of Covid-19.
‘Keeping you safe’: Tesco campaign urges shoppers to social distance
Charlotte RogersShot on a two-day turnaround, the new campaign explains the social distancing measures the supermarket is taking to keep shoppers safe amid the Covid-19 outbreak.
Olympics, Diageo, coronavirus: 5 things that mattered this week and why
Marketing Week ReportersAs the UK goes into lockdown amid the escalating coronavirus crisis, we round-up the biggest news from the week including what the Olympics’ postponement means for sponsors and how Nike is planning to come back stronger.
In these times of crisis, marketers must bow down to the COO
Cheryl CalverleyAs the coronavirus pandemic takes hold, marketers must realise that – for once – supply trumps demand.