Creativity Online recently featured Nomis for their unique approach to promoting their soccer cleats. The market has already been inundated with big brands like Nike, Reebok, Adidas, Puma, etc., so Nomis had to find a way to differentiate themselves.
Their approach is all about demo. Nomis came up with Vanguards, which essentially are portable stores. They show up at soccer practices and let players try the shoes for themselves. The vans are driven by ex-players and coaches. Then “players use their body as the ultimate testing tool” to find the right shoe for them.
While their Vanguard idea is great, Nomis really differentiating themselves by treating their customers how the “other brands only treat their stars.” Each player can have personal time with professionals and find their perfect shoe. And now they have some online buzz to accompany their offline conversations.
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