• APM's Marketplace, Thursday, August 27, 2009 10:49 AM

Nick Ferdo was among more than 100 people waiting in line for a week, through clear skies and mostly rain, to buy a pair of Blue Lobster Nike SB Dunk Low sneakers. They are blue with fluorescent yellow laces and cost $250. But just 300 pairs were made for a boutique shoe store in Boston and they attracted eager buyers from as far away from Cleveland.

Curt Nickisch reports that instead of making the same-old costly national ad buys, sneaker companies are trying hyper-local marketing events to connect with consumers where they shop and enlist them in spreading the message to other sneakerheads. "It's almost like a walking billboard for them," says Marshal Cohen, who follows the sports apparel market for NPD Group.

Nickisch also cites a new PUMA ad campaign in a few markets that showcases workers at the company's retail stores. Antonio Bertone, global marketing officer for PUMA, thinks that consumers will be more interested in getting to know the brand and its products if they're exposed to the local sales associates.

Read the whole story at APM's Marketplace »