Having been an avid runner for several years, I have gained a profound relationship with my running shoes that no one could possibly understand. That is, unless you are a zealous runner yourself, than you would understand that nothing comes between you and your shoes.
After countless hours and quality time with my running shoes, how would I feel if I found out that my shoes were lying to me?
According to The Wall Street Journal, if my shoes were lying to me, the Federal Trade Commission said I “might be due to a refund” for being deceived by the one pair of shoes that accompanied me in running for a healthier and stress free life. Needless to say, Reebok International Ltd. has agreed to pay $25 million in customer refunds due to its deceptive advertising campaign that its “toning shoes” could whip your body into shape (although this particular shoe is targeted toward females; I completely understand their frustration. Who wouldn’t want a toned body?).
Like any other business, Reebok International Ltd. relies on the alliance between their consumer and its sales to survive. Every advertisers mission is to find prospective consumers, influence their purchasing behavior, and to keep consumers interested in their product. As a consumer, my purchases are based on investing my hard earned, non-existent cash on a product that will benefit me. Thank goodness for the blogosphere! When it comes to running gear, I can go online, find reviews and see what claims are being made about the product of my choosing. Such as: online-running-gear.com and www.runblogger.com.
I replace my running shoes every 400 miles, which equals to countless relationships that need to be renewed. The beginning of any relationship is to assess whether or not the other is suitable to become your partner. It’s exhausting because you do not know whether or not you like them until you have a test drive. That is why my brand loyalty is committed to Nike. When I trash one relationship and purchase another, my new Nike’s will feel as though they had never left.
”You learn that creating customer loyalty is neither strategic nor tactic; rather, it is the ultimate objective and meaning of brand equity. Brand loyalty is brand equity.” Daryl Travis, Emotional Branding
As luck would have it, I believe in love at first sight! Needless to say, I have not regretted the relationship I have developed with my Nike Free Run+2 Men’s Running Shoe.
Thus far, Nike has stayed true to its advertising campaign. My Nike’s continue to be strong, durable, light weight, flexible and will continue to provide me with an enjoyable running experience/relationship!