follow the crowd, rebel against conformity • Personality cool, fun, creative, edgy, bold • Culture iconic footwear, bas- ketball, urban, uncon- ventional, distinctive • Self image good experience, free- dom, part of something bigger, not sitting still • Reflection expression, health & fitness, celebrities, community, socialized brand identity prism (kapferer) perceptual map brand pyramid RESONANCE trend, socialy active, affordable JUDGMENTS loud, synthetic, durability, smell ugly FEELINGS libaration, hustling, rightfull, adrenaline PERFORMANCE to the point, simple, loyalty IMAGERY bold, memorable, creative, crafty SALIENCE heritage, reputation, accessible, charitable