Who are they?
CORE F.O.T PLAYERS BETWEEN 13-17 YEARS OLD
IDEAL PRICE POINT
PRICE BETWEEN R$179 -300 REAIS ( $50-90)
WHERE THEY BUY THEIR BOOTS?
80% OF THE INTERVIEWED PLAYERS BUY THEIR BOOTS AT PHYSICAL STORES
AVERAGE BOOT PURCHASE
VARIABLE FROM 3 TO 6 MONTHS
THEY WANT WHAT THEY HAVE
INFLUENCED BY OTHER SPORTS/BRANDS
"I go to the store to buy a new boot only when mine is not playable anymore" Caio
" If I really want a new boot usually I need to make several promises to my parents like: I'll clean my room, I don't need a Christmas present. Not easy to get"
AT THE STORE WHAT THEY ARE LOOKING FOR ?
- AESTHETIC : BOLD - BRAND VISIBILITY - COLORFUL/TRANSPARENT PLATE - UNIQUE
- BOTTOM FLEXIBILITY : MORE NATURAL MOVEMENT
- UPPER COMFORT AND SOFTNESS
- DURABILITY: BOOTS MUST LAST 6 MONTHS