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Collie, I remember that note


Project New Era (not my name - Cake came up with it)
'Redefining the fit of sports shoes'

First some questions, then an outline plan, followed by suggested actions.

1. How does the Diamond DMX shoe fit Diamond range?

Paul, I think the shoe is something special. It is our BIG Brand Story for 2002. Therefore, I think we are talking about a stand alone launch. I think we're launching a new 'system' e.g. Shox is not about one product its about a range. This will allow us to evolve it in to other spots at a later date e.g. Basketball, Cross Training etc. etc

I also think this shoe targets a different consumer it targets the cutting edge trainer officionado in contrast to the upmarket Diamond line.


2. Given that this is a major story, we should keep it confidential?

We don't want this ripped off by the competition. If Nike hear we have the next Shox, that's ok - it will get them worried. What they mustn't get is the detail.

Therefore, we must be careful about what we say to whom. I also think we must consider carefully what we show at the Global Launch. I'd be tempted not to show the shoe - I'd show a 3D animation. I'd try to build some mystique and some exciement about what's coming without giving the detail. Then all we need to do is deliver.

3. What's our plan?

Nike will have planned the launch of Shox's months, if not years in advance. We should pull a small team together and develop a very strong and confident launch plan. This is big for Reebok, therefor we need the right people and the right agencies.

We mustn't let people just talk about the product. If we do, they'll talk it down. I'm sure if Nike had shown their salesforce the Shox product and said " What do you think?" They'll have all said, "Doesn't look great, gimmicky, makes your foot look long etc etc ". But they won't have done that they'll have presented a strong launch plan, done it in a special way, taken key accounts to a launch venue etc etc. People's subjective view about the product won't have mattered. The sales person and the retailer would know that Nike would make a lot of noise about it, therefor they had to buy it

WE MUST DO THE SAME. WE MUST LAUNCH THIS WITH CONFIDENCE. PEOPLE MUST KNOW THIS IS THE BIG STORY.


There ya go, word for word, even the bad grammar and misspelling of the note.