The Squeak In the Gym

Erin Murphy and Jennifer Schriever

Montclair State University

As you shuffle down the hallways of your school and stumble into the gymnasium, a loud noise grabs your attention. Its high pitch makes you cringe at first, but then you realize it's a common sound- sneakers rubbing against the gym floor. If you were to zoom in closely, what kind of sneakers would you see running around on the shiny hard wood? Are they no-name running shoes or something much flashier? Most are familiar with the high-end basketball sneakers manufactured by Michael Jordan, but do you know how much they cost? The cheapest collection still breaks the bank at nearly three digits: $84.99! What is it that makes kids desire the expensive, well-known brands over the less-known?

Pro-basketball player, Stephon Marbury, has designed a new line of apparel at a much more desireable pricetag. With sneakers as low as $9.98, everyone can afford to buy into the need to fit in. There is no longer a reason for less privileged children not to "fit in." The days of breaking the bank or saving months of allowance just to have the latest pair of sneakers are now over!

How Marketers Target Kids

Kids represent an important demographic to marketers because they have their own purchasing power, they influence their parents' buying decisions and they're the adult consumers of the future.

Industry spending on advertising to children has exploded in the past decade, increasing from a mere $100 million in 1990 to more than $2 billion in 2000.

Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing children until later in life mean that families have more disposable income. As well, guilt can play a role in spending decisions as time-stressed parents substitute material goods for time spent with their kids.

Click for some of the strategies marketers employ to target children and teens regarding:

Pester Power
The Marriage of Psychology and Marketing
Building Brand Name Loyalty
Buzz or Street Marketing
Commercialization in Education
The Internet

Stephon Marbury and Starbury

Marbury's clothing and shoe enterprise is known as "Starbury," a pseudonym familiar to most fans. The line also includes apparel like hoodies, jackets and jerseys, all priced at $9.98 or less. Available exclusively at Steve and Barry's University Sportswear, the premier item in the Starbury line of shoes and apparel is the Starbury One basketball shoe. The shoes retail for only $14.98, but Marbury claims that the Starbury One basketball shoes are the same as the most expensive shoes on the market (Stephon Marbury Shoes).

Be sure to watch Marbury this season to see how his kicks stand up to basketball in its truest form!

Click here for more recent information on Starbury

Final Thoughts on Consumerism and Adolescents

Somewhere along the line, appearance and brand names became more important than original thoughts and educational aims. Year after year, students across America partake in the traditional, end of the summer back-to-school shopping. And so begins the struggle between child and parent, in the never ending toil between style and price. Consumerism and accessibility are ongoing issues for many. In a country where designers have become household names, can we find a balance between a good value and looking good? NBA star Stephon Marbury attempts to bridge the gap between designer style and consumer accessibility. We're thrilled that an icon like a professional basketball player is changing the face of consumer accessibility.

NJCCCS: 3.1 Reading- Inquiry/Research 3.5 Viewing Media Literacy

The Squeak In the Gym Erin Murphy and Jennifer Schriever Montclair State University