e Global markets. The main Global sport is Football.
             Here we see a need for correct market segmentation. This is where markets can be split into age, sex, geography etc. Therefore the goal is to optimise the fit between the purchasing behaviour of consumers in a given segment and the marketing mix, thereby maximising the sales to that segment.
             Up until 2000 Nike had not participated in the branding of football merchandise. In 1996 Nike proceeded to introduce its plans to reek up the world with a massive advertising campaign, on TV, associated with football. The advert in question was a Satan and his minions playing football against a Nike team. This sent waves of complaint around the world for parents and FIFA representatives a like.
             Nike stepped up a gear and bought the rites to sponsor the Brazilian national team for the next 10 years. This incorporated the team appearing in Nike gear at all times and competing in Nike arranged publicity tournaments. It appeared as if the Americans had stormed in and took over the footballing world. This unsurprisingly alienated most of the football establishment. This is where one of our problems arises. (see the Anti-American Machine)
             However, Nike may have alienated the footballing world but it has almost conquered the ever- increasing global market segment of the youth segment. When screening the said advert the youth responded with making a catchphrase of "au revoir" form Eric Cantona's words on screen. Clearly this had an impact upon this important market segment.
             Every product can be viewed as a bundle of attributes. In Nike's case, its trainers for example can be viewed as colour, design, the Air capability, quality, comfort etc. If all there products were to be the
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