We've just finished a Pentland Brands's Kickers European youth consumer segmentation piece mapping the core Foot Locker and JD Sports Fashion plc customers, exploring their path to purchase.
The Kickers Kick High is a British youth cultural icon; the infamous silhouette grew to symbolise the Manchester music scene of the 1980s. Firstly with Acid House and then followed by the Haçienda - 'Madchester'rave scene. Then it was reappropriated by the grime and garage movement in the naughties down south, by artists like So Solid and Ms Dynamite, which trickled down to school and college playgrounds up and down the country. When I was in school, I got my first pair of Kickers in year 5 for my birthday after begging my parents for ages, desperate for the red and green tab and the infamous Kickers badge.
Thanks to my pal Sophie for the quote, "We worked with Nerds to support our strategic relationships with key retailers in the sports fashion space. The breadth and depth of consumer understanding were exceptional as always and has enabled us to shape our short and long-term propositions, consumer comms and shopper activations” Sophie Smith ACIM, Shopper marketing manager, sports fashion.