Wednesday, March 26, 2008
Tuesday, March 25, 2008
BIO BIO BIO
All true.
Caitlin studied cryptozoology for five years before changing her life completely and becoming a writer. After writing for "The world weekly news" until its untimely demise in 2007, she became the newest addition to WFY. She enjoys being a copywriter, as it's a refreshing change from reporting about bat babies and the end of the world.
Caitlin studied cryptozoology for five years before changing her life completely and becoming a writer. After writing for "The world weekly news" until its untimely demise in 2007, she became the newest addition to WFY. She enjoys being a copywriter, as it's a refreshing change from reporting about bat babies and the end of the world.
Presentation on the 26th
Intro- each introduce ourselves! (first Ward, Ferreira, Yee, followed by Ashkan/Caitlin)
Intro of project- Narissa
history of athletes world
Research
company-Nancy
competition- Narissa
culture- Deanna and Caitlin
consumer- Ashkan
(insight)- hierarchy of the school
Creative- explain creative/where it would run - Nancy
print -
tv - Ashkan
instore magazine -
guerilla- decals on floor/paint drops leading up to the store, also around the city/mall -
reiterate everything + wrap up questions
We'll figure it out tomorrow! 12-6:30, Let's do it! We'll meet in the 6th floor open space.
Intro of project- Narissa
history of athletes world
Research
company-Nancy
competition- Narissa
culture- Deanna and Caitlin
consumer- Ashkan
(insight)- hierarchy of the school
Creative- explain creative/where it would run - Nancy
print -
tv - Ashkan
instore magazine -
guerilla- decals on floor/paint drops leading up to the store, also around the city/mall -
reiterate everything + wrap up questions
We'll figure it out tomorrow! 12-6:30, Let's do it! We'll meet in the 6th floor open space.
Monday, March 24, 2008
Meeting tomorrow during thesis
Hey peeps- that's what the kids say - peeps?
Anyhoo...tomorrow Nancy & I are going to meet during thesis to get the presentation put together etc. Our class has one on one's with Tony. My appointment is @ 5:45. unfortunately, I have to stay at work for my entire sentence so I can join you wherever we will be meeting. If you can make it for a bit, that would be great.
Holla - am i saying that right, holla?
Sunday, March 23, 2008
Oh man guys
That sounds fantastic! Very much so. Looking forward to seeing you guys ASAP! I'm sorry I wasn't there Friday- are we meeting again Monday/Tuesday/Wednesday? I'm up for any time at all, see you all soon.
Friday, March 21, 2008
sup my fellow ballaz
Narissa thought it would be great if we present a little bio of ourselves when we do this bitch of a pitch (teehee) so send her your bio's by sunday, tuesday the latest.
Thanks yall happy easter
Thanks yall happy easter
Thursday, March 20, 2008
The final Brief for Athletes World
Our Insight: Everyday is a challenge for a teenager (in their view e.g. I deal with my parents, my girlfriend, making ends meet and etc).
We want our target to believe that Athletes World helps you GEAR UP for daily life.
from clothes to shoes.
Here's how we got there.
In the Kingdom you are defined by:
1) Looks
2) Athleticism
3) Clothes.
4) Group you belong to with your clothes.
5) Attitude. Being the Alpha male in the crowd. Being able to spend money on your honey. FACING LIFE'S CHALLENGES.
We are all coming online on friday between 10-3 to start working on the creative.
Nancy will be executing the creatives.
Here was an idea we came up with for the TV ad.
Music beats following his steps
Gets up in the moring. Puts his bag down and starts tying his shoes. Gets up. Zipps up his hoodie and starts walking. His footsteps start making paint ambient splatters. He walks out of the house and little sparks of colours flow behind him. Cut shot to him opening the door of the jungle (school). Walking past different animal groups in the animal kingdom. The girls laughing like hyenas. The girl doing a corn rost on the boyfriend like a monkey behind each other. He bumps into someone and little bit of colour drips off. Then he bumps into his friend and similar gear and the colour floats onto him. Then he nudges a girl. Then she blushes and colour fades from face and runs all over her. Once he leaves she still looks at him. Then he sneaks into the class and takes off headphones (background music stops). Teacher says Jason and he says present. She looks and nods. And then the music comes back. Fade to black and logo: Athletes world. Tag: Gear Up.
Extend that to packaging.
We want our target to believe that Athletes World helps you GEAR UP for daily life.
from clothes to shoes.
Here's how we got there.
In the Kingdom you are defined by:
1) Looks
2) Athleticism
3) Clothes.
4) Group you belong to with your clothes.
5) Attitude. Being the Alpha male in the crowd. Being able to spend money on your honey. FACING LIFE'S CHALLENGES.
We are all coming online on friday between 10-3 to start working on the creative.
Nancy will be executing the creatives.
Here was an idea we came up with for the TV ad.
Music beats following his steps
Gets up in the moring. Puts his bag down and starts tying his shoes. Gets up. Zipps up his hoodie and starts walking. His footsteps start making paint ambient splatters. He walks out of the house and little sparks of colours flow behind him. Cut shot to him opening the door of the jungle (school). Walking past different animal groups in the animal kingdom. The girls laughing like hyenas. The girl doing a corn rost on the boyfriend like a monkey behind each other. He bumps into someone and little bit of colour drips off. Then he bumps into his friend and similar gear and the colour floats onto him. Then he nudges a girl. Then she blushes and colour fades from face and runs all over her. Once he leaves she still looks at him. Then he sneaks into the class and takes off headphones (background music stops). Teacher says Jason and he says present. She looks and nods. And then the music comes back. Fade to black and logo: Athletes world. Tag: Gear Up.
Extend that to packaging.
Sunday, March 16, 2008
I'm off!
Hey guys,
I'm leaving now, so please let me know what's up while I'm away! I'll be sure to get everything you need done. I'm sorry I'll be gone during the week. I'll be sure to ask the teenagers all about stuff they think is cool in a way that won't make me seem like I'm asking about Athlete's world! SO, take care, and you can e-mail me at thepinkpantherATgmail.com. I'll be sure to work crazy hard upon my return to make up for being gone.
Cheers,
I'm leaving now, so please let me know what's up while I'm away! I'll be sure to get everything you need done. I'm sorry I'll be gone during the week. I'll be sure to ask the teenagers all about stuff they think is cool in a way that won't make me seem like I'm asking about Athlete's world! SO, take care, and you can e-mail me at thepinkpantherATgmail.com. I'll be sure to work crazy hard upon my return to make up for being gone.
Cheers,
Wednesday, March 12, 2008
yo watch this
this is pbs' doc frontline: merchants of cool http://www.pbs.org/wgbh/pages/frontline/shows/cool/view/
Hey guys! ROOM NUMBER!
EDIT: ROOM 670, 5pm
Hey guys,
Sorry this is so late! I booked room 670 from 2:30-6:30, how about we meet there at 5:00? I'll be there soon, so if you want to come early it's fine!
See you soon!
Hey guys,
Sorry this is so late! I booked room 670 from 2:30-6:30, how about we meet there at 5:00? I'll be there soon, so if you want to come early it's fine!
See you soon!
Thursday, March 6, 2008
More info on the target
Wednesday, March 5, 2008
Teen Shopping Project
We picked a handful of teens to track more closely, to understand how they spend their money and why. They let us into their rooms and into their thoughts about their sneakers, their clothes and other prized possessions. A 360-degree photo tour lets you explore their rooms and understand their distinctive styles. Check out the interactive graphic to see what stores they went to, what they bought and what they ignored.
Adam Rothe
Adam loves shoes. The 13-year-old Burke resident spends his free time at stores like Foot Locker. His bedroom floor is covered with a variety of sneakers and his walls are hidden behind posters of athletes and sports teams — particularly D.C. United. Learn more about Adam
Sneha Rao
Sneha lives in Silver Spring, but she's used to shopping outside of the area — halfway across the world in Dubai, to be exact. If she's not shopping with friends, the 14-year-old Silver Spring resident often hits the mall with her father — and frequently gets his approval before buying. Learn more about Sneha
Rebecca Klemens
Rebecca, 14, lives in the small Loudoun County town of Round Hill. She shares the second floor of their suburban home with her older sister, Elizabeth. The Klemens sisters usually opt to shop closer to home, but enjoy the variety of retailers available at bigger malls in the metro area. Learn more about Rebecca
Elizabeth Klemens
Elizabeth, 17, and her younger sister, Rebecca, live in the small Loudoun County town of Round Hill. Although the girls normally shop closer to home, the duo make it to Tysons a few times a year. Elizabeth participates in several activities and keeps a busy schedule. Learn more about Elizabeth
Kiara Hill
Kiara is a fan of fashion. The 13-year-old Silver Spring resident says she only goes to retailers with clothes that fit her style. Her high-rise corner bedroom is decorated to match her personality, as well as her style, which she says is subject to refinement. In her words, her style is urban but feminine, and she loves her bright-colored shoes, which she says land her numerous compliments. Learn more about Kiara
Whitley Gaffney
The way Whitley sees it, clothes introduce her to the world. The 16-year-old Burke resident identifies with the preppy kids at Lake Braddock Secondary School. Whitley gets a $40 monthly allowance to help her purchase clothes and achieve her look. Learn more about Whitley
Daisy Diaz
Daisy likes shopping with friends, her mom or her aunt. The 17-year-old resident of Arlington says her most expensive purchase is a digital camera. Her room is stocked with a computer and her bedroom door is loaded with photos of friends and family members. Learn more about Daisy
Adam Rothe
Adam loves shoes. The 13-year-old Burke resident spends his free time at stores like Foot Locker. His bedroom floor is covered with a variety of sneakers and his walls are hidden behind posters of athletes and sports teams — particularly D.C. United. Learn more about Adam
Sneha Rao
Sneha lives in Silver Spring, but she's used to shopping outside of the area — halfway across the world in Dubai, to be exact. If she's not shopping with friends, the 14-year-old Silver Spring resident often hits the mall with her father — and frequently gets his approval before buying. Learn more about Sneha
Rebecca Klemens
Rebecca, 14, lives in the small Loudoun County town of Round Hill. She shares the second floor of their suburban home with her older sister, Elizabeth. The Klemens sisters usually opt to shop closer to home, but enjoy the variety of retailers available at bigger malls in the metro area. Learn more about Rebecca
Elizabeth Klemens
Elizabeth, 17, and her younger sister, Rebecca, live in the small Loudoun County town of Round Hill. Although the girls normally shop closer to home, the duo make it to Tysons a few times a year. Elizabeth participates in several activities and keeps a busy schedule. Learn more about Elizabeth
Kiara Hill
Kiara is a fan of fashion. The 13-year-old Silver Spring resident says she only goes to retailers with clothes that fit her style. Her high-rise corner bedroom is decorated to match her personality, as well as her style, which she says is subject to refinement. In her words, her style is urban but feminine, and she loves her bright-colored shoes, which she says land her numerous compliments. Learn more about Kiara
Whitley Gaffney
The way Whitley sees it, clothes introduce her to the world. The 16-year-old Burke resident identifies with the preppy kids at Lake Braddock Secondary School. Whitley gets a $40 monthly allowance to help her purchase clothes and achieve her look. Learn more about Whitley
Daisy Diaz
Daisy likes shopping with friends, her mom or her aunt. The 17-year-old resident of Arlington says her most expensive purchase is a digital camera. Her room is stocked with a computer and her bedroom door is loaded with photos of friends and family members. Learn more about Daisy
Disputes Over Your Teen's Dress: Another Aspect of Adolescence
Disputes over the way your teenager dresses is just one aspect of the journey through adolescence.
Young children dress to please their parents, but young adolescents dress to please their friends and older teenagers dress to please themselves. Teenagers are searching for their own identity during adolescence. Experimentation with clothing is just one way they incorporate in this search.
Your teen may, for example, dress like a street urchin in worn out, oversized, old clothes for one school term. Then he or she may change and dress like a teen executive in conservative suits and carry a briefcase for another school term.
Variations of this sort do not signify insecurity. They are simply the visible indication of experimentation with several different identities.
Young men who wear their pants so they appear to be falling off their hips and teenagers who pierce various parts of their bodies are some of the more current and flamboyant displays of the age-old and perfectly normal process of the search for identity.
Some of the reason parents have such a problem tolerating what their teens wear could be attributed to their concern over what their children's dress says about the parents rather than about the teens.
One solution to conflicts over dress may be to consult a third party whose opinion is valued by the parent and the teen. This may be the teen 's older cousin or someone both parties feel dresses fashionably.
Another suggestion may be to strike a compromise.
In such an arrangement, the parent and teen may agree that while the teen is with friends, he or she may make a fashion statement by dressing in clothing the parent considers outlandish. Then when the parent and teenager are out in public together, the teen may wear something he or she considers "boring" and the parent considers appropriate.
Experimentation with dress is only a passing phase. When putting things into perspective, remember there are far worse issues affecting our teens; we should be concerned about those things rather than what clothes they wear.
Young children dress to please their parents, but young adolescents dress to please their friends and older teenagers dress to please themselves. Teenagers are searching for their own identity during adolescence. Experimentation with clothing is just one way they incorporate in this search.
Your teen may, for example, dress like a street urchin in worn out, oversized, old clothes for one school term. Then he or she may change and dress like a teen executive in conservative suits and carry a briefcase for another school term.
Variations of this sort do not signify insecurity. They are simply the visible indication of experimentation with several different identities.
Young men who wear their pants so they appear to be falling off their hips and teenagers who pierce various parts of their bodies are some of the more current and flamboyant displays of the age-old and perfectly normal process of the search for identity.
Some of the reason parents have such a problem tolerating what their teens wear could be attributed to their concern over what their children's dress says about the parents rather than about the teens.
One solution to conflicts over dress may be to consult a third party whose opinion is valued by the parent and the teen. This may be the teen 's older cousin or someone both parties feel dresses fashionably.
Another suggestion may be to strike a compromise.
In such an arrangement, the parent and teen may agree that while the teen is with friends, he or she may make a fashion statement by dressing in clothing the parent considers outlandish. Then when the parent and teenager are out in public together, the teen may wear something he or she considers "boring" and the parent considers appropriate.
Experimentation with dress is only a passing phase. When putting things into perspective, remember there are far worse issues affecting our teens; we should be concerned about those things rather than what clothes they wear.
FINAL STUFF!
INTERNAL:
Primary: To convince urban teenage guys between the ages of 15-19 (guys setting trends at the top of the "jungle" older guys at the top, younger will want to copy the older "cool" guys) that: you can look "ballerific" in our clothes at whether chillin' with your girl or your boys. Because: Athlete's world has the latest styles to express yourself. Selling a brotherhood. We'll focus on the OLDER end of the spectrum.
For example: a 15 year old guy/girl will think a bit older, COOLER guy will be impressed, "older teenagers dress to please themselves" then the younger ones will dress to please their peers.
Secondary: Their ladies.
Tone: Artistic expression of urban street culture- VISUAL. Glossy, glamorous, graffiti. Late 80's/early 90's type of colour/style. These guys look up to bottle service, livin' the life.
Mentioned:
Magazine in store (a la H&M, just to promote the brand in the store, like a Vice type magazine)
Hip Hop shows/stuff going on flyers/promotions in store, like the store "Noise" where promos for upcoming shows/raves are featured right when you walk in
"Frenvy" Oh man, I need that thing my friend has
Let's have an exclusive!
Primary: To convince urban teenage guys between the ages of 15-19 (guys setting trends at the top of the "jungle" older guys at the top, younger will want to copy the older "cool" guys) that: you can look "ballerific" in our clothes at whether chillin' with your girl or your boys. Because: Athlete's world has the latest styles to express yourself. Selling a brotherhood. We'll focus on the OLDER end of the spectrum.
For example: a 15 year old guy/girl will think a bit older, COOLER guy will be impressed, "older teenagers dress to please themselves" then the younger ones will dress to please their peers.
Secondary: Their ladies.
Tone: Artistic expression of urban street culture- VISUAL. Glossy, glamorous, graffiti. Late 80's/early 90's type of colour/style. These guys look up to bottle service, livin' the life.
Mentioned:
Magazine in store (a la H&M, just to promote the brand in the store, like a Vice type magazine)
Hip Hop shows/stuff going on flyers/promotions in store, like the store "Noise" where promos for upcoming shows/raves are featured right when you walk in
"Frenvy" Oh man, I need that thing my friend has
Let's have an exclusive!
Tuesday, March 4, 2008
So sorry...
I haven't posted over the weekend. haven't managed my time well over the past week. I will see you all in class tomorrow and will get something ready for us to talk about.
N
Monday, March 3, 2008
Guys check out
www.freshnessmag.com/v4/2007/11/20/nike-x-footlocker-house-of-hoops-harlem/
This is what Footlocker (our Competition) is doing. They are really about the "basketball culture." Not only have they opened a retail store dedicated to basketball but they also participated in the 2008 All-Star game (most likely other years too). Footlocker's CEO and President Keith Daly presented Jason Kopono the winner of the 3 Point Shoot Out contest of the All Star game.
Deanna
Sunday, March 2, 2008
A note!
Deanna and Ashkan, I think both of your posts sound very good. I especially think the younger market sounds good. Ashkan, those photos you posted are great! Very in the same vein/style as the Athlete's world we want to promote, I think!
When are we all meeting up? This Wednesday? (Maybe before class?)
Also, I won't be here from March 16th-23rd. I'll be working in Cuba. I'll be out of contact, I apologize, due to there being no internet access. I want to make sure I'm doing my fair share though, so I can get work done before I go without falling behind. I know we're presenting on the 26th. I'll hopefully at least see some of you tomorrow, and if not, I'll talk to you here! (and on Wednesday)
When are we all meeting up? This Wednesday? (Maybe before class?)
Also, I won't be here from March 16th-23rd. I'll be working in Cuba. I'll be out of contact, I apologize, due to there being no internet access. I want to make sure I'm doing my fair share though, so I can get work done before I go without falling behind. I know we're presenting on the 26th. I'll hopefully at least see some of you tomorrow, and if not, I'll talk to you here! (and on Wednesday)
Saturday, March 1, 2008
Creative Brief
Hey guys,
I personally think that the target that we should speak to should be younger. I think that boys 15-21 is a little too old and should be 15-19. I liked "You can look dope without being an athlete" or what about this? "You can look like an athlete and still look dope."
I agree with "they're heavily interested in the music industry and therefore, very influenced by the lifestyle and fashion they see/hear in music." It's like the saying 'monkey see, monkey do"
I like "Athlete's World is a place to go to get the most hip fashions. You can wear our athlete wear without having to look like an athlete."
Here's my attempt:
Target:
Primary: Boys 15-19; Secondary: girlfriends 15-19. When the boys browse the store, the girls browse. The girls end up creating need for the purchase.
What our target believes now:
"I want my friends to look at me (or distinguish me) as someone with style. So then they will have respect and I will have control over my clique"
"I want to feel like I have the power and respect over my friends"
"I want to support my favourite rapper because he designed it and I want all my peers to know it"
What our target does now:
"I love wearing the latest fashions. My peers look up to me and it feels good to know that I influence them."
What we want our target to believe:
"I'm ballin' out of control!"
"I can ball out in this at a club and I can also wear it with my girl, chillin'" (has a dual purpose)
What we want our target to do:
Shop at Athletes World for the latest fashions and trends.
Main message to change his/her mind:
You can look 'ballerific' in our clothes at the club or just chillin with your girl or the boys.
Athletes Wolrd Barnaby Brief





Hi Guys I really believe in Barnaby’s Brief structure. So I though for internal purposes we would use this but the six box brief for external.
Barnaby Style Brief for
Athletes World
To Convince: 1) Street fashion oriented teenage Guys between 15-21 2) Street fashion oriented teenage Girls or Girlfriends between 13-18.
That: You can look dope (good way) without being an athlete.
Because: Athletes World has the latest sports fashions to transform you into one.
The tone: Very visual, artistic expression of urban street culture. Sort of like Eco graphics.
I hate to say it guys but I think the pictures I post is the type of place Athletes world is and perhaps we need to change its brand and express in the tag that its more about fashion but without the excersize. I'll revize as time goes on.
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