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19Q2MAYRNHYPE
ALPHAEDGE4DcampaignplanApR.2019
OBJECTIVECOMMUNICATIONSTRATEGYMESSAGEHOUSEAMPLIFICATIONAPPENDIX
ALPHAEDGE4DPARLEY#EF5199ALPHAEDGE4DTRIPLEWHITE#EF3455ALPHAEDGE4DBLACK/GREEN#EF3453ALPHAEDGE4DWHITE/GREEN#EF345401MAY201901MAY201908MAY20193WHSOREC6891153454,9798302,4893,9226541,9611826304884SKU:4+1 SIQTY:28K NSV:70MIO APRRNHYPE–ALPHAEDGE4D#CG5526(M),#AQ0742(W)01MAY2019ALPHAEDGE4DLEFTOVERS3,6547834222CoveredByRFTO
BUYERPROFILEPRE-BUYMECHANISMFOCUSONTECHINNOVATIONAESTHETICSOFTHESHOEHIGHPRICEPOINTWEIGHTCOMFORTISSUESLATEEMBARGODATEPURCHASERPROFILEPREMIUMSNEAKERHEADSHIGHINCOMEOLDERAGEGROUPLIVEINKEYCITIESSTRATEGYWHATWORKEDWELLWHATDIDN’TWORKWELLDRIVETECHNOLOGYSTORYPLAYUPSTYLELIFESTYLEGOBEYONDRUNNINGINTOPREMIUMHIGHENDCOMMUNITIESATTACKTHE4DFANATICSMAY19Q1MARALPHAEDGE4DALPHAATHLETESNEAKERHEADTECHNOLOGY/INNOVATIONPresentALPHAEDGE4DasthemostadvancedandcuttingedgeFTWtechnologyto
APRCommunicationObjectiveMAKEASTATEMENTOFINNOVATIONGENERATEHYPEEXCITEMENTBEYONDTHESNEAKERCOMMUNITYDRIVESELL-THROUGHDRIVENPS
STEPONTOTHEFUTURE6BRANDCONCEPTSCOMMUNICATIONS穿梭矢量未来
APROurOBSERVATIONFORMMATTERWhatisNormalinShoemakingRefiningProcessBoosttobeshapedinonetimeUpgradingMaterialsfromEVA/UPtonewsynergyWhatisthedifferentwayRe-defineby4DFORM+MATTERAllAtOnceCHANGEwouldbelike…‘genetic-mutation’inlifespan‘greatrebel’inevolutionachangemaker/revolutionaryinshoemaking
APRSLOGANFEELTHEFUTURE异于凡想生来有异敢造不同为颠覆而来
ICONIZELATTICE–运动异型PROVE4DCONCEPT–时代异位PROCESSOFMAKING–制鞋异术APRMESSAGEHOUSEFEELTHEFUTURE异于凡想敢造基因增强的运动体验4D黑科技敢造有如运动机能增强的体验跑鞋进化过程中的的突变同时突破材料和工艺的限制实现“光与氧”4D雕刻一体成型宣告智造革命的降临革新整个制鞋工业的理念顺应对环境可持续发展的改变
TECHPERFORMANCESNEAKER+STYLEVerticalmediatotalkaboutthepotentialfor4D’stechnologytoenhancetheirperformance(preciselytuned).STRATGEYAPRClusterCommunicationStrategyTOPOSITION4DAS
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