For a brief time during the "basketball shoe wars" of 1980s and 90s, British Knights (BK), a small New York-based shoe company, became a significant threat to leading brands Nike, Reebok, and Adidas. Using a differentiation SBU strategy, BK was the first to articulate its competitive advantage as "street fashion." It sought to attract "the cool kids," who wore basketball shoes as fashion statements (not for basketball), hoping they would influence others to adopt the brand. What IMC branding strategy did British Knights use?
1. viral
2. cultural
3. emotional
4. mindshare
5. early adopters