Nike Targets Men With Second Catalog Title

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Nike began mailing its second catalog title this week -- and its first to target men, DM News has learned exclusively.


The fall Nike Training catalog carries a football theme and features Atlanta Falcons quarterback Michael Vick on the cover. Inside the 32-page book, interviews with Vick and other players are mixed with product images and strong visual elements. The latter include faceless football players on a game field and vivid shades against gray and black backgrounds.


Featured products include the Nike Free Trainer 5.0 sneaker for $85 and Nike Pro apparel, ranging in price from $20 to $60.


Last fall, Nike entered the catalog arena with Nike Women, which has a brighter, more traditional look than the new men's book. Patrick O'Neill, general manager of Nike Direct, told DM News at the time that a catalog can do a better job of relating the Nike Women story than a store.


The Nike Women catalog has been successful, according to industry insiders. So much so, in fact, that the brand's competitors are reportedly pursuing their own catalogs.


"The catalog marketplace for sportswear lately has been very hot," said James Treis, executive vice president of sales and marketing at catalog printer Arandell Corp., Menomonee Falls, WI.


In addition to Nike, which is one of Arandell's clients, catalogs from Footlocker division Eastbay and Finish Line also have done well, Treis said.


Besides being able to control the message to consumers, catalogs appeal to sportswear brand marketers because they can target specific consumers through the use of database marketing, he said.


Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM News.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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