Edge: Long-term relationships with grass-roots events giving us authenticity with everyday athletes. We don't believe in celebrity endorsements.
Insight: Runners, doctors, podiatrists and chiropractors who recommend our line of versatile-width shoes have given us an authority unmatched by other shoe marketers.
Strategy: Mobile marketing has become very important in spreading our brand message. Our community marketing efforts, through Student Advantage, Boston, go nationwide, almost year-round.
Tip: Stay lean and mean. Use grass-roots marketing to interact with customers and retailers, who are crucial in the equation. Have a big presence at events you sponsor. Don't just slap on your logo and leave.