Football boots seemed to be a flat market in France.
But the emergence of alternative fields (futsal, five-a-side football, etc.), the apparition of new features (laceless, collar boots, etc.), and influence new star players in Ligue 1 (Neymar, Mbappé, Messi…) made the competitive landscape much more challenging for historical brands like Nike, Adidas or Puma.
Reacting fast to new consumer expectations has become crucial for both marketing & product teams to steer innovation with new products, new packaging, and local marketing campaigns.
To keep up with the competition, a key player in the sports shoe industry called Trajaan for help to get strategic insights and local market information about football boots – with the help of search listening.
How to assess potential opportunities in fast-moving B2C markets? How search listening can help marketing strategists to promote targeted and local campaigns?
More than 175.000 searches in December (+16,4%).
Nike monopolizes 58,2% of searches shares.
