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How To Introduce a New Category of Product
How To Introduce a New Category of Product
Elevate your game with mind-altering footwear.
Elevate your game with mind-altering footwear.
Nike’s new Mind shoe is a first of its kind. A brand new category of "mind-altering footwear." They could try launching this to the masses, but explaining the benefits of this type of shoe, or even how to use it, would be almost impossible. So they got specific. And focused on one buyer and one use case. Pregame shoes for athletes. Everything on this page reinforces that use case. Even the product names spell it out: Pregame Shoe. Pregame Mule.
Example

https://www.loom.com
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