# data[].attributes.body
Today is the first class of the introduction to digital media course and I am really excited to explore the world of digital media and how it has come to be in this day and age. The first task we have been set to do is to come up with a campaign/advertisement, that could be for a product or organisation. . I think it will be fun, engaging and it will enable me to get creative and think outside of the box.

It will be challenging to figure out and research the marketability of my product to a target audience and it will also be interesting to see how I can use my creativity, critical thinking and problem solving skills to create the best possible product I can come up with..

# data[].attributes.body
It is very  important to have a unique, catchy and  appealing design as it influences the target consumers to make decisions to purchase. Representing of different cultures, endorsements from known celebrities and sports stars and social influences. Staying up to date and anticipate new trends in the shoe industry, The design must be trendy but also completely different to other competitors such as Nike, Adidas, Adidas.
These existing successful brands designed their shoes to reach the mass market and in that way shifted the way sports shoes were designed and manufactured. They were produced and marketed for performance and the target markets aesthetic at the same time. They have unique, recognisable logos and marketing styles which differentiate their products to their  target markets. For example, the colour palettes on Jordan shoes are unique, stand out from the rest by creating diversity in the range.  I believe this is important for the marketing and aesthetic appeal of my shoes.

# data[].attributes.body
All of the most known and successful brands of shoes have succeeded in impacting cultures all over the world.
The popular sport brands like Nike, Jordan, Adidas, Reebok, Puma have impacted on a global scale, each bringing a different feat to the world's sporting organizations.
When you think of Jordan, you think of basketball and African American culture. The brand is largely responsible of the uprise and the success of sport, music, fashion. The shoes are moderately pricey, yet comfortable, innovative, and great looking shoes.
Nike, for example, have changed the direction of sport wear entirely since it started. The world of sports would not be the same without them, you see nike everywhere, cultures based on the brand and sponsorship. Nike is an advocate for human rights and create campaigns to benefit the world in its inspiration to create motivation, dedication, and success.
For some, sneakers or shoes are just that, something you put on your feet.
But the Jordan pairs of sneakers culturally impacted the genre of footwear aesthetics and the idea that, because the name is on those pairs of shoes, it was like you were wearing the same pairs your hero was wearing on TV.
For many, a pair of authentic Jordans were out of reach, but instead turned it into a goal to strive for. To make enough money to buy your very own, this created a hustle, a positive mindset to go and make enough to buy them.
The Idea is that I would like my brand to be similar in that global-impact, to change mindsets, to create something from nothing and to inspire others to be great.

# data[].attributes.attachment_link.title
All of the Terry Crews Old Spice Commercials

# data[].attributes.body
To create a brand that is diverse in its appeal to inclusivity, it must have thorough research done based on what key features of a shoe allows it to be inclusive. All people should feel great and feel great when wearing a pair of shoes.
Diversity creates innovation, people from all over the world bring a different perspective.

# data[].attributes.body
Create an affordable, retro cool looking shoe that inspires the customer to benefit their exercise and training regime.
Encourage discipline to achieve their goals
Inspiring to create a healthy mindset towards life and accomplishments.
I would like the shoes to look different, compared to other known brands.
The shoe would have options for lazy fit - the shoe has an opening on the heel that allows you to slip into them, without untying your laces.
Colour schemes would be different, with sleek material.
Main Difference/Creative standpoint.
Shoe laziness.
Ensure sustainability by using recycled materials/no cheap labour
Shoe Hygiene (deodorant idea), shoe cleaning

# data[].attributes.body
My target audience would be ages 10+, unisex, affordability = low to middle class, specific to sports/outerwear/fashion - examples like Jordan/Nike/Adidas.
Affordability for younger people as well as for children/parents that would like to purchase.
Advertisements would include social media, streaming platforms, billboards, TV, radio, sponsorship, leaflets, co-marketing with target market companies e.g Mcdonalds or KFC. The idea is to bring a new, better version of other brands with a guilt-free production (no slave labour). Introduce the product with a relateable /comedic advertisement. Using an A tier celebrity may assist with the promotion.
Would say a famous blog would help more towards the success of getting the name out there - as it becomes fashionable in that way and starts off with a small fan base, and increasingly grow. As well as no one takes Facebook advertisements that seriously.
Disability ranges - flat feet etc

# data[].attributes.body
The cost of the shoes would be lower compared to other competitors as it would appeal to a wider variety of social class. Creating a shoe that would be appealing aesthetically and with an affordable cost. A great example of this comes from the brand called Puma, the shoes are modern, innovative and comfortable with a well designed market plan for their target audience, the costs range from $40 to $80 for their most bought pairs of shoes, and they are popular and very trendy, with campaigns all over the world. The idea about expensive shoes being better than cheaper ones is outdated, inefficient and unreliable. The truth is most sporting shoes are made of similar materials, and cost the same to produce, so why make it more expensive then it has to be?
Many trends on shoes via social media are on designer grade shoes with high costs that majority of people can not afford, it is unsustainable for most people and also the shoes do not fit in casual - every day life.
The article related to this topic discusses the argument that expensive shoes are not better than affordable shoes. I agree with this statement as the article produces evidence of the fact. According to their research, (Andersen, 2018),

they compiled 134,867 reviews and ratings of the same 24 brands on different websites, and found that interestingly the higher priced brands were rated much lower than the lower, more affordable brands. An example of affordable brands are Puma and Skechers.

# data[].attributes.body
A kid is left behind from his friends because he has old, ruined shoes. He is upset, and suddenly driven to work for a new pair.
He searches online and finds the newest pair of Astros, and finds work.
He eventually buys the pair, and goes back to school. Only to find his friends are jealous. He learns that he doesn't have to impress anyone, but now he has learned that if he wants something, to go and get it and work for it.

# data[].attributes.body
Fitness food
T shirts
Belts
Jeans
Nike Shoes
Perfume
Cologne
Watch
Concert
Festival
Stand up
Sport event
Phones
TVs
Cameras
Cars
Lawnmower
Vacuum
Furniture
Kitchen utilities
Auto-Mop
Pet food
Motorcycle
Computer
Boots
Earphones
Gyms
Robots
Supplements
Shampoo
Toothbrush
NFPO (Charity)
Healthy fast food
Moisturiser
Chocolate
Headset
Jewellery
BBQ
Sports equipment
Skateboards
Jet ski
Quad-bike
Beds
Marine-farm
Home-decontamination device
Replaceable earphones
Surfboards for prevention
Life jacket inside wet suit that activates
Promote anti-racism
Promote mental health
Energy drinks
Whiskey/Beer/Wine
Travel gear
Travel app
Food app
Coffee
Smoothies
peanut butter
Microphone
Sunglasses
Suitcases
Coffee

# data[].attributes.body
Create uni-sex product
Affordability
Advertisement
Eco-Friendly
Like-ability
Promotional branding - Social media
Attractiveness
Preservation
Quality of Life
Sustainability
Interaction
Sociable
Health
Inclusivity (age groups)
Morality (equitable and fair manufacturing and production)
Efficiency and reliability (delivery, customer service)
Effect on daily life

# data[].attributes.body
Brandastic. 2018. Nike Air Jordan - Behind The Brand | Brandastic. [online] Available at: <https://brandastic.com/blog/nike-air-jordan-behind-the-brand/> [Accessed 17 March 2020].
This source is about the Jordan brand and its timeline and its effect on culture, the development of the shoe, promotion of the brand and its legacy and how it came to be. It relates to the cultural impact subsection, highlighting its importance.

Tavangaran, A., 2017. Information On Riordan Manufacturing. [online] Bizfluent. Available at: <https://bizfluent.com/about-5729395-information-riordan-manufacturing.html> [Accessed 17 March 2020].
This article tells us of Nike's controversy about the ethical production of their shoes being made overseas for cheap labour, how they process the shoe and make it out of recycled materials and others.

Dawn, E., 2018. Top Athletic Execs: Diversity Is Critical To The Future Of Footwear. [online] Footwear News. Available at: <https://footwearnews.com/2018/focus/athletic-outdoor/sneaker-week-portland-pensole-shoes-1202668076/> [Accessed 17 March 2020].
The writing talks about the importance of diversity in the footwear industry, it covers topics about women's representation in the industry, as well as cultural backgrounds and heritage. The author says that diversity in a brand brings innovation.

Andersen, J., 2018. Expensive Running Shoes Are Not Better Than More Affordable Running Shoes (Study). [online] Athletic shoe reviews. Available at: <https://runrepeat.com/expensive-running-shoes-are-not-better-than-more-affordable-running-shoes-study> [Accessed 18 March 2020].
The study is based on website reviews of 24 different brands, they show informative graphs and stats comparing prices from ratings. Research based studies with a clear methodology. They found that top perfoming brands were more affordable.

Jackson, S., 2016. Scoop Jackson: Thirty Years Of Jordans. [online] ESPN.com. Available at: <https://www.espn.com/nba/story/_/id/14760324/cultural-impact-jordan-sneakers-goes-far-basketball> [Accessed 18 March 2020].
This paper is from the ESPN, and it discusses the cultural impact of the Jordan brand. How it came to be, what it felt like and when it transitioned from being nothing to what it is today. Its impact on urban culture and how its maintained to stay 'true to itself' is relevant to the cultural impact sub-section.