<p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5b0eb20f1ae6621e008b487d-2000/crocs.jpg" border="0" alt="crocs" data-mce-source="Cate Gillon/Getty Images"><p class="source"><span>Cate Gillon/Getty Images</span></p><p class="caption">Crocs</p></img></div><p></p></div></div><ul><li><strong><a href="https://markets.businessinsider.com/stocks/crox-stock">Crocs</a> shares have soared 100% over the past year, far outpacing the performance of other publicly traded shoe and apparel makers.</strong></li><li><strong>Analysts who cover Crocs say the brand has seen a revival among teens and has raised its profile in pop culture.</strong></li><li><strong>Another more subtle component of the big gains may be a nostalgia factor, some analysts say.</strong></li><li><strong><a href="https://markets.businessinsider.com/stocks/crox-stock">Watch Crocs trade live here</a>.</strong></li></ul><hr><p>"<a href="https://markets.businessinsider.com/stocks/crox-stock">Crocs</a>&#xa0;Making A Comeback."</p><p>That was the title of a note to clients published by Erinn Murphy, a senior research analyst at Piper Jaffray, last November. The brand's recent momentum, particularly among young consumers, would continue, Murphy forecast. She pointed to its collaboration with the rapper Post Malone, her firm's <a href="https://www.businessinsider.com/crocs-teen-popularity-surges-2018-10">survey</a> showing Crocs were gaining ground among teens, and the shoemaker's "improving digital capabilities."</p><p>Since then, the stock has proved Murphy and other bullish Wall Street analysts correct. Crocs shares have soared 48% over the past three months, bringing their one-year advance to an eye-popping 101%. That compares with the sneaker giants <a href="https://markets.businessinsider.com/stocks/adidas-stock">Adidas</a> and <a href="https://markets.businessinsider.com/stocks/nke-stock">Nike</a>, who have gained 10% and 21% respectively over that time. <a href="https://markets.businessinsider.com/stocks/skx-stock">Skechers</a> has fallen 37%.</p><p><em><strong>Listen to the latest Household Name episode, </strong><strong>"</strong><strong><a href="https://www.stitcher.com/podcast/household-name/e/58337856?autoplay=true">Crocs: From Punchline to Fashion Line</a>."</strong></em></p><p>Aside from the Croc's collaborations with the likes of Post Malone, A-Life, and Balenciaga, analysts who cover the brand attribute the rally to a push toward marketing its shoes to younger consumers and pairing them with visible brand ambassadors like Zooey Deschanel and Natalie Dormer.</p><p>By Piper Jaffray's count, Crocs had six collaborations in 2018, two in 2017, and one in 2016. One of last year's pairings was with the luxury fashion-designer Balenciaga for<span>&#xa0;</span><a href="https://www.businessinsider.com/balenciaga-teased-a-new-pair-of-high-heeled-crocs-2018-7" target="_blank" rel="noopener" data-saferedirecturl="https://www.google.com/url?q=https://www.businessinsider.com/balenciaga-teased-a-new-pair-of-high-heeled-crocs-2018-7&amp;source=gmail&amp;ust=1548277400355000&amp;usg=AFQjCNGBpfvcICEuX2GWKn0CdCM_N--OYg">high-heeled</a><span>&#xa0;</span>and<span>&#xa0;</span><a href="https://www.thisisinsider.com/balenciaga-platform-crocs-sold-out-instantly-2018-2" target="_blank" rel="noopener" data-saferedirecturl="https://www.google.com/url?q=https://www.thisisinsider.com/balenciaga-platform-crocs-sold-out-instantly-2018-2&amp;source=gmail&amp;ust=1548277400355000&amp;usg=AFQjCNEdEKby0TET8jv21OpP9yx8aXvN6Q">platform</a> Crocs. Rapper Post Malone<span> twice </span><a href="https://www.businessinsider.com/crocs-post-malone-new-shoe-2018-12" target="_blank" rel="noopener" data-saferedirecturl="https://www.google.com/url?q=https://www.businessinsider.com/crocs-post-malone-new-shoe-2018-12&amp;source=gmail&amp;ust=1548277400355000&amp;usg=AFQjCNEolOlcwEB_OibiTx3ZPtwsLydWEw">partnered</a> with the brand last year for new shoes that were<span>&#xa0;</span><a href="https://www.businessinsider.com/crocs-post-malone-collaboration-sells-out-2018-11" target="_blank" rel="noopener" data-saferedirecturl="https://www.google.com/url?q=https://www.businessinsider.com/crocs-post-malone-collaboration-sells-out-2018-11&amp;source=gmail&amp;ust=1548277400355000&amp;usg=AFQjCNHaGQgtJuRGL_vdPuSFDe0jxQ4AcA">quickly</a><span>&#xa0;</span>bought up. Crocs, which went public in early <a href="https://www.nasdaq.com/markets/ipos/company/crocs-inc-682861-45948">2006</a>, is now trading at just under $30 a share, near eight-year highs.</p><p>Another analyst who rates the stock positively, Susquehanna's Sam Poser, told clients last week that Crocs' strategic collaborations are "helping to raise brand awareness and expose CROX to a new, fashion-forward consumer." Additionally, he said there's significant room to grow its e-commerce segment and expand overseas, particularly in Asia.</p><p>In a note to clients last week, Piper Jaffray's Murphy pointed to another facet of the brand's allure: nostalgia.</p><p>"Teen resurgence is seen as a multi-year catalyst per mgmt..," she wrote. "We also believe this trend is benefiting from nostalgia (much like adidas Originals) as teens now wearing CROX grew up with the brand as children."&#xa0;</p><p>Susquehanna's Poser agreed that nostalgia may also be at play.</p><p>"If you think about it, there's something that you like today that brings back memories of something when you were a kid," he said in a phone interview. "If you think about Adidas track shoes, or any of that kind of stuff, there's all these different things that were popular then; you saw your big brother wearing it, or you wore it, and it just brings back <span style="background-color: #ffff00;"><span style="background-color: #ffffff;">memories.&#xa0;</span></span></p><p>"I think there's a good deal of that going on from when these teenagers, 10-plus years ago, were little kids, they wore Crocs, then they stopped, and now they're going, 'Oh I wore those, and I understand what those are,' and now I can sort of make them my own."</p><p><span style="background-color: #ffffff;"><strong><em>Read more:&#xa0;</em><em><a href="https://www.businessinsider.com/crocs-teen-popularity-surges-2018-10">Crocs' popularity is skyrocketing among teens as ugly fashion takes over</a></em></strong></span></p><p>Aside from some of the strides the company has made toward marketing its product, some analysts have cited its recent convertible share buyback as a positive development. In early December, Crocs' stock surged when the company <a href="https://investors.crocs.com/press-releases/press-release-details/2018/Crocs-Inc-Announces-Repurchase-and-Conversion-of-Convertible-Preferred-Stock-Owned-by-Blackstone-Transaction-Increases-Pro-Forma-YTD-2018-EPS-Approximately-018-or-30/default.aspx">said</a> it planned to buy back half of the preferred convertible shares the private-equity firm Blackstone acquired in a $200 million investment in 2014.</p><p>To be sure, the company has appeared to be in "<a href="https://www.businessinsider.com/the-crocs-brand-is-collapsing-2014-7">comeback</a>" mode for years. In mid-2014, Crocs said it planned to shutter stores and lay off employees amid waning clog demand, Business Insider reported at the time. The company has also shuttered stores over the years, shrinking from 585 stores in 2014 to 382 in 2018.</p><p>Some experts following the stock are wary the company's turnaround will truly take hold. After Crocs' presentation at an investment conference last week in Orlando, where the company <a href="https://investors.crocs.com/press-releases/press-release-details/2019/Crocs-Inc-Increases-Fourth-Quarter-and-2018-Revenue-Guidance-Announces-Participation-in-the-21st-Annual-ICR-Conference/default.aspx">raised</a> its fourth-quarter and 2018 revenue guidance, some analysts maintained their "neutral" and "hold" ratings on the stock.</p><p>"While we believe the structural changes in place enhance sustainability, we also hesitate to chase the stock at current levels," Baird analysts led by Jonathan Komp told clients last week.&#xa0;</p><p>"We are more optimistic about the pipeline of initiatives into 2019, though we wait for pullbacks or signs that revenue over-delivery can continue before becoming more constructive following the sharp run up."</p><p>Shareholders will receive a more complete picture of how Crocs fared in the fourth quarter - which proved to be a <a href="https://markets.businessinsider.com/news/stocks/stock-market-news-on-track-worst-december-since-great-depression-2018-12-1027837251">historically dismal period</a> for the financial markets - when the company reports earnings next month.</p><p><strong>Now read:</strong></p><ul><li><strong><a href="https://www.businessinsider.com/the-future-of-retail-report-2018-2017-12">How the retail industry will top $5.5 trillion by 2020</a></strong></li><li><strong><a href="https://www.businessinsider.com/ups-ceo-on-amazon-threat-2019-1">UPS CEO downplays Amazon threat and says online shopping 'is a lot more than just Amazon'</a></strong></li></ul><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5c487da62bdd7f5505255c65-954/screen%20shot%202019-01-23%20at%2094327%20am.png" border="0" alt="Crocs shares." data-mce-source="Markets Insider" data-mce-caption="Crocs shares."><p class="source"><span>Markets Insider</span></p><p class="caption">Crocs shares.</p></img></div><p></p></div></div><p class="tagline"><a href="https://www.businessinsider.com/intelligence/future-of-retail-ai?IR=T&amp;utm_source=businessinsider&amp;utm_medium=ctgr&amp;utm_term=ctgr_leadgen&amp;utm_content=ecommerce_ctgr_leadgen&amp;utm_campaign=ecommerce_ctgr_leadgen_future-of-retail-ai"><img src="https://static.businessinsider.com/image/5bd9f37e5f1f7538f668523b" alt="Exclusive FREE Slide Deck: Future of Retail:AI by Business Insider Intelligence" border="0" style="width: 100% !important" /></a></p><div><iframe src="https://art19.com/shows/dc01ccbe-ed97-488d-9dd2-053e423b1a3c/embed?playlist_type=latest" style="width: 100%; height: 200px; border: 0 none;" scrolling="no"></iframe></div>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/finland-number-one-country-to-travel-to-in-2019-2019-1">Finland is the number one country to travel to in 2019</a></h3>        <div>            <iframe class="bijwplayerclass" data-player="jwplayer" src="https://content.jwplatform.com/players/idYNj7AZ-CEZHWCBG.html" width="100%" height="100%" frameborder="0" scrolling="auto" style="margin:0px;" allowfullscreen=""></iframe><script>function receiveMessage(event){ console.log(event.data.fullscreen); Android.fullscreen(event.data.fullscreen); }window.addEventListener("message", receiveMessage, false);</script>        </div>    </div></hr>

Post Malone, Balenciaga, and teens: Here's what's behind Crocs' huge run over the past year

<ul><li>'How do you market to the generation addicted to buying things yet vary of every advertisement and deal that reaches them,' asks <keyword id="9025059" type="UNKNOWN" weightage="20" keywordseo="abhik-choudhury">Abhik Choudhury</keyword>, Chief Strategist &amp; Founder, <keyword id="9206683" type="UNKNOWN" weightage="20" keywordseo="Salt-and-Paper-Consulting">Salt and Paper Consulting</keyword>. </li><li>As a solution, he further shares 4Cs that marketers can keep in mind while targetting millennials. </li></ul><br />The youngest millennial would be graduating this year and the oldest would be ready to enter forties. It is understandable if the internet lingo would have made you believe they are high schoolers and undergrad Beliebers who love to follow trends and post memes. While the truth is most are working, creating those trends and didn’t have a virtual life before college. They are the core spenders in the world and the dream segment of nine out of ten brands. In the last decade justified by the abundance of internet information and acquired wokeness, they went from being the most brand loyal to least brand loyal demographic. One thing though is certain, they demand a certain shareability from every brand they engage with - shared purpose, passion and experience. So how do you market to the generation addicted to buying things yet vary of every advertisement and deal that reaches them? This is where the 4Cs come in:<br /><br />Custom: It’s 2020 and the clutter across is so much that millennials get hooked to anything curated for them, makes them feel unique and extra special (right up there with free shipping and easy returns). Even if it is the packaging of cola, chocolate bars, shoes or headphones. The personalisation though needs to happen in both marketing and operations for it to truly work. <br /><br />So Sainsbury’s will do geotargeting to people around their stores and treat them with coupons on specific products and categories they have previously purchased. Content streaming sites will show different movie posters in accordance to visual preferences. Even news sites are tailoring the position of articles to the relevant interest of returning visitors. If you want to design your favorite sneakers on NikeID and get a personalized video of your favorite athlete with your design and the order confirmation - it is already a reality. These kinds of surgical custom designed products and services are the new normal, irrespective of the category. Any brand that still thinks it can prosper with the millennials by talking to all of them at the same time is basically trying to trend the thousand year old Yoda during baby Yoda’s pinnacle.<br /><br />And you can see it even in brand ambassador choices, luxury carmaker Audi once only signing global HollyWood sweethearts like Hugh Jackman (peak of Wolverine) &amp; Chris Hemsworth (peak of Thor) is now enlisting Stephanie Gilmore, the seven time world surfer champion and Masie Williams, best known from the cult GoT driving their electric models. The millennials want to feel the communication is realistic and made for them.<br /><br />Conscious: In a world that feels on the edge all the time, a sense of shared purpose can be an exceptionally underrated motivator for millennials. They were the first generation coming out of their puberty listening to the desperate warnings of climate change. While stories of dire animal extinction and water wars have been there for two decades, they are finally in a position to do something about it. So when they have to choose between two global sports shoe brands one made from ocean waste, another from regular synthetic materials, the preference shift is automatic. When for baby boomers likeability of the products is paramount, millennials desire corporations they can look upto and pride in the said association. Overnight millennial hashtag takeovers on social media can tell you, an ethically and environmentally careless brand will be bulldozered irrespective of the billion dollar revenues it might have clocked until then. Aerie and Rihanna's profitable lingerie brands rightfully promote body positivity and comfort over being seduction machines. At the same time, the once legendary Victoria’s Secret, still insensitive in gauging the evolution of beauty and inclusion, consequently had to close 50+ stores in North America and even cancel its annual fashion show over declining viewership.<br /><br />Just last year Coke’s bold headline read: 'Don't buy Coca-Cola if you're not going to help us recycle!'. Levis’ claims to have saved 3 billion liters of water till now and their corporate goal this 2020 is to make 80% of denims with their Water&lt;Less™ techniques. Fast fashion giants H&amp;M with their Garment Collecting programme promises to use 100% of clothes gathered and even give gift vouchers in exchange to preserve a more sustainable environment. Do they stand the conscious test of millennials? While Forever 21 went bankrupt last year, H&amp;M as per official statement went on thriving globally with 33 percent increase in India, Poland by 21 percent, in Mexico by 18 percent and in Russia by 12 percent. And while denim brand Diesel filed for bankruptcy last March, Levis’ went public the same month, entered<a href="https://fortune.com/fortune500/2019/levi-strauss/"> Fortune 500</a> and saw an annual revenue growth of over 13.7%. So yes, sustainable stands by brands can be both socially contributive and profitable.<br /><br />Community: Millennials work on two spectrums simultaneously; personalisation and togetherness, much more than any other preceding generation. As much as they would need to feel special, they feel empowered with the knowledge of shared interests. That's why Marvel Universe becomes the global infallible franchise of the decade while Xiaomi (approx. 3% to 30%) and OnePlus (approx. 4% to 40%) enter the pinnacle of their smartphone segments in a highly competitive Indian market in just 4 years. And that’s the beautiful fabric of a strong brand community, it can create viable, long-term fans who not only purchase more but turn into serious advocates impressed with the quality of service and value system. Another reason community building is so imperative for millennial brands is that e-commerce in 2020 is deal driven and opportunist. A pure black Adidas training t-shirt is available on two dozen e-commerce websites from anywhere between 10-70% discount. The alarming bit though is that the same is true for similar competition offerings of Nike, Puma, Reebok and Under Armour. Without an earned community, none of them can survive in such a cannibalistic mass market.<br /><br />In the end we are living in that stage of civilisation where below the layers of custom we all love to be a part of a cult. Gifting that feeling of belongingness is the key to become more than a product, become the shared 'experience' you keep hearing about every now and then. A cafe like Starbucks boosts walk-ins from the stay at home generation with a loyalty program that makes the music playing at the cafe available for download through Spotify, Lyft users collating ride points for in-store purchases and the occasional free Instagram friendly Pumpkin spice. <br /><br />You are a new beer, you need to socialise in strategically designed brunches with the right crowd. You are a tea cafe and you need to do poetry readings and book signings so that a shared community evolves beyond the listed product or service. As long as the word is being positively spread by your homegrown community even before your advertising agencies, you will keep growing 2020 or 2050. <br /><br />Connected: Harnessing the intricate bond between audiences and brands technologically and emotionally. If there is one thing millennials respect as much as black friday deals, it is a brand who is smart and knows where, when and how to reach them real time. And especially since most know (and approve if the overall experience evolves remarkably) they are being tracked 24*7 through IoT hotwords and their internet journey, they expect you to market to them in smarter ways. Precisely why you need to be clever, it is an open book exam and just knowing the definition won’t impress the reviewer anymore. Automation is the expected form of communication and each product should transform into more than what it used to be. Smartphones are mini DSLRs, smartTVs convertible laptops and even players like Dyson have patented headphones that will purify the air around. Connected brand relationships are forged on transparency, value and relevance, are responsive to trends and proactively encourage immersive and memorable experiences.<br /><br />Millennials are habituated to infinite information and reviews at their fingertips. You can’t work in silos with a “great product” anymore, if your competition knows how to trend his pizza bar or sneaker cafe they are the one who will be written about and the hashtags tailor made for. Your marketing via technology needs to be connected at all levels and soon enough you will see your audience gravitating towards you. <br /><br />Upon deep data mining, Vans sees that skateboarders are one of their biggest supporters and decides to host House of Vans pop-up locations at skateparks within major cities like NYC and Chicago. This gave skateboarders a feeling of exclusive belongingness whilst sharing thoughts with like minded people, listening to live music, and shredding. What was step two? Vans then promoted the launch of their new shoe line honoring David Bowie in these pop ups. <br /><br />Millennials are like those misunderstood artists who might come across as aloof in the first go but when stirred with honesty they manifest into the most passionately driven customers. Conscious. Custom. Community. Connected. Go unlock your core audience’s full potential.<br /><br />- By Abhik Choudhury, who is the chief strategist &amp; founder of Salt and Paper Consulting. He is also a visiting faculty of Market Research &amp; Campaign Planning for the Advertising &amp; PR department at Indian Institute of Mass Communication, New Delhi. You can reach him at abhik@saltandpaper.co<br />

The essential 4Cs of millennial marketing

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5b9ba8b55c5e5224008b6171-2001/naomi osaka.jpg" border="0" alt="Naomi Osaka" data-mce-source="AP Photo/Seth Wenig" data-link="http://www.apimages.com/metadata/Index/US-Open-Tennis/42042c1d8e88403f9266aee2c34ee107/6/0" /><p class="source"><span><a href="http://www.apimages.com/metadata/Index/US-Open-Tennis/42042c1d8e88403f9266aee2c34ee107/6/0">AP Photo/Seth Wenig</a></span></p><p class="caption">Naomi Osaka.</p></div><p></p></div></div></p><ul class="summary-list"><li><strong>Naomi Osaka has signed a three-year endorsement deal with Nissan, days after reports emerged that Adidas was set to reward her with the biggest contract it had ever given a female athlete.</strong></li><li><strong>Osaka, 20, beat Serena Williams at the US Open final on September 8 and is becoming a household name.</strong></li><li><strong>It has been a whirlwind week for Osaka and her sponsors, as one company has witnessed an increased share price of 10%.</strong></li><li><strong>The effect is reminiscent of how Cristiano Ronaldo fever gripped Juventus FC when the Portuguese striker left Real Madrid CF to join the Italian club in July.</strong></li><li><strong>Osaka could become to tennis what Ronaldo is to world soccer.</strong></li></ul><p>Naomi Osaka has signed yet another deal and is well on her way to being the biggest star in tennis.</p><p>The 20-year-old Japanese-Haitian player <a href="https://www.businessinsider.com/naomi-osaka-beats-serena-williams-in-us-open-final-2018-9" target="_blank" rel="noopener">beat Serena Williams in straight sets</a> at the 2018 US Open during a dramatic showdown on September 8 which saw the American veteran get slapped with a hat-trick of code violations for <a href="https://www.businessinsider.com/what-is-coaching-in-tennis-and-why-is-it-banned-2018-9" target="_blank" rel="noopener">receiving coaching</a>, smashing a racket, and for verbal abuse.</p><p>There is no question that Osaka is on her way to becoming a household name. In the immediate aftermath of her victory she got <a href="https://www.businessinsider.com/naomi-osaka-had-to-apologize-beating-serena-2018-9" target="_blank" rel="noopener">invited on the "Today" show</a>, told Ellen DeGeneres that she <a href="https://www.businessinsider.com/michael-b-jordan-naomi-osaka-celebrity-crush-ellen-degeneres-video-2018-9" target="_blank" rel="noopener">has a crush on "Black Panther" actor Michael B. Jordan</a>, and melted hearts around the world with an <a href="https://www.businessinsider.com/naomi-osaka-home-video-age-10-2018-9" target="_blank" rel="noopener">adorable home video</a> that shows her, aged 10, winning games of chopsticks.</p><p>Her new-found fame is not lost on sponsors. Earlier this week it emerged that <a href="https://www.businessinsider.com/naomi-osaka-set-to-sign-record-adidas-deal-2018-9" target="_blank" rel="noopener">Adidas was reportedly planning to give Osaka the biggest contract it had ever given a female athlete</a> - rumoured to be worth $8.5 million a year.</p><p>But the mega contracts do not end there.</p><p><span style="color: #000000;">On Thursday, global car manufacturer Nissan confirmed that it has made Osaka its latest brand ambassador.</span></p><p>"With a combination of grit and grace, Naomi Osaka is not afraid to take on the best tennis players of our time, and win," Asako Hoshino, senior vice president at Nissan, said.</p><p>Meanwhile, Osaka added: "I'm so honoured to represent Japan and Nissan on the world stage. I was drawn to partner with Nissan because of its strong Japanese DNA and global competitive spirit."</p><p>Osaka, the first Japanese player to ever win a Grand Slam title in tennis, signed the three-year endorsement deal on Thursday, <a href="https://www.bloomberg.com/news/articles/2018-09-13/tennis-star-naomi-osaka-picks-up-3-year-nissan-endorsement" target="_blank" rel="noopener">according to Bloomberg</a>, which does not specify the finances. However, it adds to her ever-growing list of sponsors like Japan-based dried noodle maker Nissin Foods Holdings Co., electronics firm Citizen Watch Co., and Wowow Inc., a satellite and television station in Tokyo.</p><p><a href="https://inews.co.uk/sport/tennis/naomi-osaka-us-open-2018-serena-williams-win-outburst-tennis-history/" target="_blank" rel="noopener">iNews reported on Thursday that</a>, since Osaka's triumph at the US Open, shares in Yonex, a Japanese manufacturing company that also sponsors her, also rose over 10%.</p><p>Linking up with Osaka clearly has a positive effect on a company, reminiscent of the Cristiano Ronaldo effect that occured when the Portuguese striker left Real Madrid CF for Juventus FC in a stunning <a href="https://www.businessinsider.com/juventus-sold-60-million-in-cristiano-ronaldo-jerseys-in-24-hours-2018-7" target="_blank" rel="noopener">$129.3 million (£99.2 million) deal</a> in July.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5b9bb94504f16218008b5d7b-1374/2018-07-1111-13-05.jpg" border="0" alt="Cristiano Ronaldo" data-mce-source="Juventus" /><p class="source"><span>Juventus</span></p><p class="caption">Cristiano Ronaldo.</p></div><p></p></div></div></p><p>Ronaldo fever instantly gripped Juventus. The club sold $62.4 million worth of shirts in 24 hours, gained over one million new followers on its social media channels, and its stock price increased over 40%, <a href="https://www.businessinsider.com/juventus-sold-60-million-in-cristiano-ronaldo-jerseys-in-24-hours-2018-7" target="_blank" rel="noopener">according to reports</a>.</p><p>It may only be a matter of time before Naomi Osaka becomes to tennis what Cristiano Ronaldo is to world soccer.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/what-it-takes-to-be-an-nfl-referee-football-sunday-roger-goodell-tom-brady-2018-9">What it takes to be an NFL referee</a></h3>        <div>            <iframe class="bijwplayerclass" data-player="jwplayer" src="https://content.jwplatform.com/players/VnS79UwN-CEZHWCBG.html" width="100%" height="100%" frameborder="0" scrolling="auto" style="margin:0px;" allowfullscreen=""></iframe><script>function receiveMessage(event){ console.log(event.data.fullscreen); Android.fullscreen(event.data.fullscreen); }window.addEventListener("message", receiveMessage, false);</script>        </div>    </div>

Naomi Osaka has signed a 3-year endorsement deal with Nissan - and she's well on her way to becoming the biggest star in tennis

<ul><li>This International Women’s Day, <keyword id="2307576" type="PERSON" weightage="20" keywordseo="bumble">Bumble</keyword>, Levi’s, <keyword id="180327" type="COMPANY" weightage="20" keywordseo="Shell-India">Shell India</keyword>, Adidas and Groww celebrated sisterhood and solidarity.</li><li>We couldn’t help but notice how all of the above mentioned brands used the word ‘move’ in their ads.</li></ul>This women’s day, our inbox was flooded with all kinds of ads! Some simply offered a special discount to women (thanks, no thanks) and some took a genuine interest in finding out about women from across the country and convert their stories into small ads. Every year, the International Women’s Day on March 08 brings an opportunity for brands to shine a spotlight on a few underrepresented groups and this year, brands did not disappoint! They beautifully showed women conquering patriarchy, breaking various stereotypes associated with beauty and body types, celebrated a few women who have made it in male-dominated industries or simply raised a toast to female companionship. <br /><br />However, we couldn’t help but notice that ‘move’ was one of the most common words used this year. Five brands this year talked about solidarity, sisterhood and how one woman breaking the glass ceiling and pursuing her dreams sets a ripple effect by inspiring a group of women to ‘move along.’ They celebrated women who take charge and reminded them to keep moving like they do.<br /><br />Levi’s ad titled ‘When you take a step, we all move’ is an ode to the collective movement of women who are moving ahead with strength and shaping a massive cultural change. The film features brand ambassador <keyword id="598" type="PERSON" weightage="20" keywordseo="Deepika-Padukone">Deepika Padukone</keyword> alongside diverse women from everyday walks-of-life dreaming, believing, and taking the step with confidence to live their next big thing. As each woman finds confidence and comfort in expressing their fearless pursuits, it inspires people around her to join in and move with her. So, ‘Moving forward’ and encouraging others to keep moving along seemed to be the theme this year.<br />      <div type="Youtube" id="zg9IIbwsreM" title="Levi's® We All Move" thumbUrl="https://i.ytimg.com/vi/zg9IIbwsreM/mqdefault.jpg"></div><br />Bumble’s ‘All Our Moves’ campaign celebrates and champions all the courageous moves women in India make everyday – the seemingly unnoticed, imperfect, vulnerable and yet audacious, sometimes outrageous, but ultimately courageous first moves. The moves that women themselves will always keep a count of. These everyday first moves may not always go down in history but they take us a step forward in building an inclusive, equal society. <br />      <div type="Youtube" id="_f8KPREKEgQ" title="All Our Moves" thumbUrl="https://i.ytimg.com/vi/_f8KPREKEgQ/mqdefault.jpg"></div><br />International energy company, Shell India’s Women’s Day campaign is titled ‘Great Things Happen When We Move.’ It is a campaign about women who have displayed courage and motivation to realise their ambitions by doing one simple thing - moving forward. It encourages Indian women to keep moving by highlighting the stories of three inspiring women: Yogita Raghuvanshi, India’s first woman truck driver, Geeta Tandon Bollywood’s leading stuntwoman, and Sumitra Senapaty, founder of Women on Wanderlust. The core assertion of these films is to establish that mobility is a key enabler of people’s progress and it holds specifically true for women.<br />      <div type="Youtube" id="ymjkC23GUfU" title="Truck Driver | Great Things Happen When We Move #MoveWithShell" thumbUrl="https://i.ytimg.com/vi/ymjkC23GUfU/mqdefault.jpg"></div><br />      <div type="Youtube" id="5FAo9qIwK3U" title="Stuntwoman | Great Things Happen When We Move #MoveWithShell" thumbUrl="https://i.ytimg.com/vi/5FAo9qIwK3U/mqdefault.jpg"></div><br />      <div type="Youtube" id="WPa2Gz2Hfb8" title="Solo Traveller | Great Things Happen When We Move #MoveWithShell" thumbUrl="https://i.ytimg.com/vi/WPa2Gz2Hfb8/mqdefault.jpg"></div><br />Groww’s #OneStepCloser reminds us how ‘when one woman moves forward, more women move forward. It talks about bridging the gender-based wealth gap in the world by encouraging women to invest in themselves and in their future. <br />      <div type="Youtube" id="pzVgL7NGd24" title="This Women's Day, Get #OneStepCloser with @Groww" thumbUrl="https://i.ytimg.com/vi/pzVgL7NGd24/mqdefault.jpg"></div><br />Adidas’ Watch Us Move campaign is also a celebration of womanhood and freedom of movement. Through 'Watch Us Move', the brand celebrates the positive movement of women who are spreading an infectious aura of rebellious optimism. It reminds how sport is beyond caste, socio-economic status, physical and psychological barriers. <br />      <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[<blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/p/CMBrSVwKdcA/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="13" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/CMBrSVwKdcA/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; 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overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/CMBrSVwKdcA/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by adidas India (@adidasindia)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>]]></cdata></div><br />      <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[<blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/p/CL_nsyUlZIi/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="13" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/CL_nsyUlZIi/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div></div></div><div style="padding: 19% 0;"></div> <div style="display:block; height:50px; margin:0 auto 12px; width:50px;"><svg width="50px" height="50px" viewBox="0 0 60 60" version="1.1" xmlns="https://www.w3.org/2000/svg" xmlns:xlink="https://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(-511.000000, -20.000000)" fill="#000000"><g><path d="M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631"></path></g></g></g></svg></div><div style="padding-top: 8px;"> <div style=" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;"> View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/CL_nsyUlZIi/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by adidas India (@adidasindia)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>]]></cdata></div><br />So this women’s day, as Finding Nemo’s Dory would say, just keep moving!<br />

The most used theme in ads this women’s day: MOVE

<img src="https://static-ssl.businessinsider.com/image/59031f522f6ae41b008b4f04-2400/headerv1original.jpg" alt="Converse Forever Chuck" /><p class="source"><span>Nike Inc.</span></p><p class="caption">The campaign was created by agency Anomaly LA.</p>The Converse Chuck Taylor turned 100 years old this year. For the shoe's centennial, Converse released one of the biggest scale advertising campaigns highlighting how the Chuck has become an anchor across pop-culture.<p>The <a href="https://youtu.be/Sas63K6TmmQ">first of three episodes featured "Stranger Things" star Millie Bobby Brown</a> and looked at how the shoe defines characters in films.</p><p><a href="https://youtu.be/vVA61EO4XLY">Chapter two took viewers through Los Angeles culture</a> through the stories of rapper Vince Staples, graffiti artist Spanto, and basketball player Jordan Clarkson. The final installment (watch it in full below) is less specific and looks at the role of creative youth culture in general.</p><p>The campaign follows similar ones from competing brands <a href="https://www.youtube.com/watch?v=cv53BKMYsy0">Adidas, which brought on Snoop Dogg</a>, and <a href="http://www.businessinsider.com/how-vans-plans-to-broaden-its-appeal-beyond-skateboarders-2017-2">Vans' recent "Off the Wall" campaign</a>.</p><p>In an interview with Business Insider, Converse chief marketing officer Julien Cahn said: "Our marketing is not for the sake of going after the competition, it's the way we've been behaving as a brand for many, many years."</p><p>The Converse All Star basketball shoe was launched in 1917 by the Converse Rubber Shoe Company. In 1923 the company brought in a basketball player, Charles H. "Chuck" Taylor, who walked in and complained of sore feet. Converse hired him as an ambassador to promote the shoes across the US.</p><img src="https://static-ssl.businessinsider.com/image/590343fa7dea724c528b486c-2400/gettyimages-2151456.jpg" alt="Converse Chuck Taylor" /><p class="source"><span>Mario Tama/Getty Images</span></p><p class="caption">Nike acquired Converse in 2003.</p><p>Today the company doesn't produce performance basketball shoes anymore and has instead become a pop-culture icon. The instantly recognizable shoe is worn by celebrities, models, athletes and can regularly be seen in movies, music videos, and on TV.</p><p>"The Chuck is probably the most important sneaker ever in terms of legacy, what it means, the way it's attached to the key moments in youth culture for the last couple of decades," Cahn said. </p><img src="https://static-ssl.businessinsider.com/image/59031fdc2f6ae41a008b4ed5-2400/julien%20cahn.jpg" alt="Julien Cahn Converse" /><p class="source"><span>Converse</span></p><p class="caption">VP chief marketing officer of Converse Julien Cahn</p><p>His strategy has been to build on the culture the sneaker already has. The "Forever Chuck" campaign and the particular choice of talent partnerships are one example of how Converse wants to grow its brand.</p><p>"We want to work with people that are, I prefer the word daring to rebellious, that's super important to us," Cahn said. "We want to be with people that other brands would rather not play with because they might be a little bit too dangerous or unsafe or unpredictable. We like that that."</p><p>Converse has a team dedicated to finding people that Cahn says align with the philosophy and ethos of the brand. While Adidas' campaign "Original is Never Finished" went with household names Snoop Dogg, Stormzy, and Kareem Abdul Jabbar, Converse opted for lesser known talent. The smaller stars have a deeper engaged audience according to Cahn: "We had dimensions and layers in the cast. Some of those more obscure characters, that are maybe less pop culture relevant, are so anchored and important to their community."</p><p>"We're really, really rooted in authenticity and who we are. It's super important to always play high and low as you start creating a collective of people around you," Cahn said, explaining how he wants Converse to accompany these niche stars as they grow into bigger ones.</p><img src="https://static-ssl.businessinsider.com/image/590322127dea725c008b4ec2-2400/mg4901edit.jpg" alt="Jordan Clarkson Converse" /><p class="source"><span>Converse</span></p><p class="caption">Los Angeles Lakers player Jordan Clarkson was part of the Forever Chuck campaign.</p><p>Big names such as <a href="http://www.huffingtonpost.com/2009/09/11/michelle-obamas-purple-co_n_283890.html">Michelle Obama</a> and <a href="http://fashionista.com/2012/06/sneak-attack-a-brief-history-of-kristen-stewart-wearing-sneakers-inappropriately">Kristen Stewart</a> have been spotted wearing the shoes, which is what Cahn likes to see but he doesn't want to force the shoes onto them. "We want the big mass market names but also the new up and coming kid that probably will become that mass name in the following couple of years."</p><p>Being in tune with the customer is one part of the equation for Cahn and it's what he believes allows the brand to stay true to its past. Collaborations with fashion brands or artists are another way the brand gives its consumers something new. In the past it created special editions with fashion labels <a href="http://www.highsnobiety.com/2017/02/15/comme-des-garcons-play-converse-polka-dot/">Comme des Garçons</a> and <a href="http://www.highsnobiety.com/2016/03/05/converse-missoni-spring-2016/">Missoni</a> as well as artist <a href="https://www.sneakerfreaker.com/sneakers/damien-hirst-x-converse-productred/">Damien Hirst</a> and the <a href="http://www.highsnobiety.com/2013/11/11/ace-hotel-converse-pro-leather-high/">Ace Hotel</a>.</p><p>"Those moments and projects that we create we allow the image to get elevated and seen through a different lens by our customers but also by people who are loyal Chuck customers," Cahn said of the collaborations.</p><p>Cahn hinted that a number of upcoming projects and partnerships would be coming up in the near future, but wasn't able to give any details.</p><p>Cahn came from parent company Nike to Converse in 2016. He said Converse has access to the existing relationships, the technology, and innovation from the parent company but makes sure the brands are kept very separate.</p><p>"We don't want to copy anyone or tread water in anyone else's space," Cahn said. "We're really, really rooted in authenticity and who we are."</p><h2>Watch the full video of the campaign here:</h2><iframe width="800" height="450" src="//www.youtube.com/embed/NHFjTjxXqqM?list=PLa9Eb6jzg5gxHSGMktlLN93_yKLt72kRU?ecver=2" frameborder="0"></iframe>            <h3>NOW WATCH: <a href="http://www.businessinsider.com/what-earth-would-look-like-if-ice-melted-world-map-animation-2017-4">Animated map of what Earth would look like if all the ice melted</a></h3>                                    Please enable Javascript to watch this video                    

'The shoe does a lot of marketing on its own' - How Converse uses niche stars to grow its cultural presence

<p>Kylie Jenner was named as Puma's <a href="http://www.businessinsider.com/r-puma-sees-female-future-helped-by-rihanna-designs-2016-2">new brand ambassador&#xa0;in February</a>. Now the reality TV star has released the first image of her campaign on Instagram. In it, she advertises a new style of sneaker: "The Fierce."</p><p><div><iframe src="//instagram.com/p/BC53lzAHGuv/embed/" width="658" height="auto" frameborder="0" scrolling="no" allowtransparency="true"></iframe></div></p><p>You can see a behind-the-scenes video of the shoot here:</p><p><div><iframe src="//instagram.com/p/BC0aZKvMw_7/embed/" width="658" height="auto" frameborder="0" scrolling="no" allowtransparency="true"></iframe></div></p><p>Puma has already been increasing its share of the growing female sports clothing market, after <a href="http://www.businessinsider.com/r-puma-sees-female-future-helped-by-rihanna-designs-2016-2">sneakers designed by Rihanna gave the company higher-than-expected sales growth in the fourth quarter.</a></p><p>Kanye West refused to believe that his sister-in-law Kylie would model for Puma. His own fashion line, Yeezy, is produced by Puma rival Adidas. He tweeted last month:</p><p><div><blockquote class="twitter-tweet" lang="en"><p>1000% there will never be a Kylie Puma anything. That's on my family! 1000% Kylie is on Yeezy team!!!</p>- KANYE WEST  (@kanyewest) <a href="https://twitter.com/mims/statuses/697183862716309506">9 February 2016</a></blockquote><script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script></div></p><p>The Fierce sneaker&#xa0;debuted by Kylie Jenner will be released on&#xa0;April 1.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/why-you-should-never-throw-away-silica-bags-again-2016-2">Why you should never throw away these bags again</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="tjeXg4MTE6jW8d0sn7kzwy3BAtrd1A7Y" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 'tjeXg4MTE6jW8d0sn7kzwy3BAtrd1A7Y',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

Kylie Jenner just revealed her first Puma ad campaign

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/564e42f82491f92b008b6af2-2667-2000/164374293.jpg" alt="David Beckham" data-mce-source="Getty Images" data-mce-caption="David Beckham" /><p class="source"><span>Getty Images</span></p></div><p></p></div></div>David Beckham, one of the world's most recognized (former) soccer players, was just named People's <a href="http://www.people.com/people/package/article/0,,20957461_20967491,00.html" target="_blank">"Sexiest Man Alive,"</a> for the first time.</p><p>This 40-year-old father of four began his soccer career when he was 16 and continued playing profesionally until his retirement in 2013. In that time, he played 523 games and scored 97 goals for six different teams, two of which he was loaned to.</p><p>But Beckham has been in the spotlight for more than just his soccer ability. After marrying Victoria Beckham (aka Posh Spice from the Spice Girls), the couple became a global phenomenon. </p><p>Beckham has appeared in video games, commercials, movies, and is the face of a number of brands throughout the world, including H&amp;M and Adidas. Just this year, he was named second on Forbes' <a href="http://www.forbes.com/forbes/welcome/" target="_blank">list of the world's highest-paid retired athletes</a>. </p><p>He also owns a Major League Soccer team and is actively involved in a number of charities, celebrating 10 years as a UNICEF ambassador this year. </p><p>Here's a look at the life and career of Beckham: </p>

The incredibly successful life of David Beckham, the second highest-paid retired athlete

<p class="p1"><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/54a6b8796bb3f7653f8b456b-1200-924/taylor-swift-108.jpg" border="0" alt="taylor swift"><p class="source"><span>Kevin Mazur/Getty</span></p><p class="caption">An errant Facebook post from KFC may have just cost Taylor Swift a spot in the Triple J Hottest 100.</p></img></div><p></p></div></div>Good morning. Here's everything you need to know in the world of <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> today.</p>
<p class="p2"><strong>1. <a href="http://www.businessinsider.com/twitter-acquires-zipdial-to-improve-off-twitter-marketing-2015-1">Twitter has acquired India-based mobile marketing startup ZipDial for an estimated $30 million to $40 million.</a></strong> The deal will bolster Twitter's efforts to grow users and revenue in emerging markets, but ZipDial's insights on how to turn the simplest elements of mobile into strong commercial media platforms should also hope strengthen its entire advertising offer.</p>
<p class="p2"><strong>2. <a href="http://www.businessinsider.com/apple-ends-relationship-with-developers-in-crimea-2015-1">Apple has stopped developers in Crimea from creating apps for the App Store.</a></strong> It follows new US sanctions.</p>
<p class="p2"><strong>3. <a href="http://www.businessinsider.com/r-facebook-report-says-it-adds-more-than-200-billion-to-global-economy-2015-1">Facebook says it adds more than $200 billion to the global economy.</a></strong> Facebook is trying to dispel a myth that technology creates jobs in the tech sector but destroys jobs everywhere else, citing retailers' sales being directly attributed to the social network and the millions of dollars raised for the ALS Foundation as a result of "Ice Bucket Challenge" videos being shared on the site.</p>
<p class="p2"><strong>4. <a href="http://digiday.com/platforms/omnicom-adds-atlas-tags-doubleclick-served-ads/">Omnicom has added Facebook Atlas tags to ads served via Google AdSense, Digiday reports.</a></strong> The agency holding company has begun adding Atlas tracking pixels to measure ads served by DoubleClick, Google's ad serving competitor, to compare each product's results against one another</p>
<p class="p1"><strong>5. <a href="http://mumbrella.com.au/abc-coy-taylor-swifts-hottest-100-eligibility-kfc-tries-jump-tay4hottest100-bandwagon-271943">A KFC Facebook post using a #Tay4Hottest100 hashtag has got Taylor Swift's songs disqualified from radio station Triple J's Hottest 100 contest, Mumbrella reports.</a></strong> The radio station's competition rules state that it reserves the right to remove artists from the list who have benefited from competitions or commercial campaigns that incentives fans to vote for them.</p>
<p class="p1"><strong>6.</strong><a href="http://blogs.wsj.com/cmo/2015/01/19/facebook-plans-voice-to-text-for-messenger/"><strong>Facebook is planning a voice-to-text function for its Messenger Application, The Wall Street Journal's CMO Today reports.</strong></a> The company's vice president of messaging products David Marcus also hinted that there may be some advertising opportunities such as sponsored content within Facebook's messaging products.</p>
<p class="p1"><strong>7.<a href="http://adage.com/article/cmo-strategy/biggest-ad-spender-p-g-north-america-media-chief/296648/">Procter &amp; Gamble has a new North America media chief, AdAge reports.</a></strong> Kristen Decker has been promoted to oversee P&amp;G's estimated $3 billion media outlay.</p>
<p class="p1"><strong>8.<a href="http://www.thedrum.com/news/2015/01/19/luis-suarez-and-gareth-bale-don-t-mind-haters-adidas-ad">Adidas has launched a global football campaign that aims to douse the flames on the "haters" that have criticized the brand and its ambassadors, The Drum reports.</a></strong> The "#ThereWillBeHaters campaign stars Luis Suarez, Gareth Bale, James Rodriguez and Karim Benzema.</p>
<p class="p1"><strong>9.<a href="http://techcrunch.com/2015/01/19/aol-is-restructuring-layoffs-and-site-closures-likely/">AOL is planning a major re-organization that will result in layoffs and site closures, TechCrunch reports.</a></strong> Sources say the restructure is aimed at simplifying the com pay around adtech and its stronger content and video operations.</p>
<p class="p1"><strong>10. <a href="http://digiday.com/platforms/google-dmp-rules/">Google is planning to prohibit data-management platforms (DMPs) from operating on the Google Display Network, according to Digiday.</a></strong> At the end of March Google will only allow DMPs to place tracking pixels on the ad network that also own the demand-side platform (DSP) carrying out the transaction, Digiday's sources suggest.</p>

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