There's no equation for doing this. That's what they want me to think. It's interesting you should say Nike because Nike was one of the pioneers in this. Not just talk up a shoe. The kind of hierarchy high schools girls have is different than the hierarchy of high school boys.
Girls tend to have several competing cliques, boys have a dominant one.
They knew who the cool person was at the high school and they made sure that person was wearing their latest model of shoe, the newest Air Jordan or whatever. They had this kind of system pretty well understood. They understood the value was in a word of mouth campaign, word of mouth was even more powerful than full page ad in the New York Times . It absolutely is. Thank you for talking with us.