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Nike was conscious that Nike Free needed to be positioned as an additional training shoe in your kit bag, not necessarily as a replacement to your traditional running shoes. Unlike typical athletic shoes, Nike Free shoes allows the foot to move, flex and grip just as it would if running barefoot. The advertising and marketing campaigns were carefully crafted to ensure that consumers recognised Nike Free as a training shoe which [b]Nike AIR MAX TaIlwInD+2010 ShoEs[/b] could help build additional strength and therefore the ability to train longer - not as a replacement to its other sports [b]Nike Air Max 90 Shoes[/b] shoes. This product positioning was a balancing act, requiring careful communication and application.Education was the key to positioning the shoe in the market. Nike Free was launched under limited and very tight distribution in the lead up to the major advertising campaign. 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The tennis player Maria Sharapova, the footballer Cristiano Ronaldo and Wimbledon champion Roger Federer were among the athletes used in a TV commercial to advertise Nike Free, called Power to your feet. The advertisement which ran in Australia was different from Nike's 'blockbuster' ads; there were no spectacular crowd scenes or camera tricks. The scripts took months to write and the advertisement was heavily dependent upon dialogue. The advertisement featured ex-Arsenal player Thierry Henry. He is shown wrestling with his NikE AIR MaX LTD 2 SHoES own inner demons and even doubting himself. His new, 'reincarnated' self wins the battle in order for him to go on to be a better thlete and he leaves his 'old self' in the past.Nike Australia reintroducde the Reincarnation campaign via local Socceroo star, Marco Bresciano, and track athlete Craig Mottram. They brought to life how they are 'leaving their old selves behind' and reincarnating into different and better athletes. 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