vibram five fingers

Thursday, March 21, 13

Overview

What the hell are these things anyway?

What are people saying about them? And why aren’t more people using them?

Our Strategic Insight

The Big Opportunity

Creative Executions

Thursday, March 21, 13

A shoe designed to provide necessary protection to the feet while offering a natural “barefoot” athletic experience.

What are Vibram Five Fingers?

Thursday, March 21, 13

Initial Research

Thursday, March 21, 13

Initial Research

Thursday, March 21, 13

Initial Research

Thursday, March 21, 13

Initial Research

Thursday, March 21, 13

Initial Research

Thursday, March 21, 13

Initial Research

Thursday, March 21, 13

Initial Research

Thursday, March 21, 13

Initial Research

Thursday, March 21, 13

If Five Fingers are that good, then WHAT is the problem...?

Thursday, March 21, 13

To find out, we went to the streets...

Thursday, March 21, 13

We asked people the following...

How long have they been running?

What brands have they been using over the years?

When it comes to buying running/workout shoes, what’s the main thing they look for?

Do they know about VFF’s?

Thursday, March 21, 13

Five Fingers Non-Users Say...

They’re a fashion statement

I’m w

orrie

d my b

ody

can’t

supp

ort t

hem.

I don’t like toe-socks

They look weird

They look funny

They look like

monkey-feet

Thursday, March 21, 13

Actual Five Fingers User

Thursday, March 21, 13

Actual Five Fingers User

Thursday, March 21, 13

Actual Five Fingers User

Thursday, March 21, 13

Actual Five Fingers User

Thursday, March 21, 13

Actual Five Fingers User

Thursday, March 21, 13

What’s actually going on out there?

60% Market Share in Minimalist footwear market

Observed only 4 pairs on over1,000 runners

Thursday, March 21, 13

The Problem

People are nervous to try Vibram Five Fingers for petty reasons:

Social acceptance

The risk of ditching routine to try something new

Users we found

Only used Vibrams after recommendations by their parents/fiancé/doctor or

Middle-aged and care less about fashion

Thursday, March 21, 13

We Defined Our Challenge ...

Thursday, March 21, 13

We Defined Our Challenge ...

How do we convince the target market to purchase the Vibram Five Fingers despite their unconventional appearance and function?

Thursday, March 21, 13

Desired CustomerRyan Nornberg - 23Recent International Business graduateEntry-Level Outside SalesmanEnjoys running, biking, swimming, and tennisAvid Packers fanAmateur Guitar PlayerFluent in English and GermanShops at J-Crew, Nordstrom Rack, and Dick’s Sporting Goods for clothesConcerned about his appearance and social acceptanceConsiders himself a trend-setterLoyal to Brooks running shoesSpends upwards of $100 on athletic shoes every year

Thursday, March 21, 13

Our Objectives

Eliminate any hesitation or apprehension felt about the product.

Convert curiosity and willingness to try the product into action (trial or purchase).

Ignite a Movement!

Anxiety Curiosity Action

Thursday, March 21, 13

Being barefoot in public is seen

as a taboo by society.

The Strategic Insight

Thursday, March 21, 13

The Opportunity

Jiu Jitsu

Weakness Strength

A matter of fashion.

Thursday, March 21, 13

What’s the Big Idea Here?

Thursday, March 21, 13

What’s the Big Idea Here?

People who wear Vibram Five Fingers are comfortable with themselves.

Thursday, March 21, 13

What’s the Big Idea Here?

People who wear Vibram Five Fingers are comfortable with themselves.

Thursday, March 21, 13

What’s the Big Idea Here?

People who wear Vibram Five Fingers are comfortable with themselves.

Everyone else is uncomfortable.

Thursday, March 21, 13

People value comfort, price, and appearance when choosing a pair of athletic shoes.

Existing reputation for superior comfort and freedom.

Non-users find their appearance shocking and curious.

Viewed as a fashion statement.

Why this works...

Thursday, March 21, 13

Find your vibe

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thank you!

Thursday, March 21, 13