Don't Stop Now

Griffin, Cara
March 2007
SGB;Mar2007, Vol. 40 Issue 3, p15
Trade Publication
The article focuses on the evolution of women-specific sporting goods products. Many brands, such as Burton and Nike, are moving away from "shrinking and pinking" products that were previously aimed at men, and have developed products and marketing techniques to appeal to women specifically. Details related to marketing campaigns that highlight the female form, friendship, and fashion are discussed. INSET: THE SHARAPOVA FACTOR.


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