Building loyalty to your web site is never an easy task. Social networks, viral marketing, and regular sales promotions are all part of the usual bag of tricks, and they are not all bad. But the truth is, customers want to see what products will do for them. If you haven’t checked out the Adidas basketball site yet, give it a try. There are videos that expand on their new line of basketball shoes: the commanders and creators. This is an interesting idea in that the shoes are created for specific positions that you play; the point guards, shooting guards and small forwards are the creators while the commanders are your power forwards and centers. Using NBA players within the stories with regular kids, it connects an end user (usually kids ages 13-18) to what the shoe can do for them. Bravo, Adidas.
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