We're in the '100 percent return' business. This is driving millions of new customers into brands; most of our customers are wearing brands they've never tried before.
Customers don't just buy a product - they switch from something else. And customers don't just leave a product - they switch to something else
It takes a while to condition people to a different product, as opposed to what they're used to seeing.
You're basically competing with the same exact product. Coke and Pepsi are at least in different cans. Lyft and Uber drivers are just swapping out the mustache for the U on the dashboard, depending on which one they're getting the call on.
...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market.
I do believe that Raw, SmackDown, and NXT are the three brands, and I think that people can come from Raw or SmackDown to NXT, and I think that people from NXT can go to Raw or SmackDown. It's very interchangeable.
It's always a benefit to have the fans kind of salivating at the thought of your debut, of you changing over brands.
We don't care which products you like, but you should be using UnderArmour.com - which is now MapMyFitness - and having a reason to visit us every day.
