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Malaysia’s Olympic win leads to increased social and web traffic for Bata’s Power shoes

The Tokyo Olympics may be over, but it is still a golden moment for Bata Malaysia, which is benefiting from the positive discussions and online engagement resulting from the recent Olympic victory of professional track cyclist Azizulhasni Awang. Shortly after Azizulhasni landed the cash, several netizens asked on Bata Malaysia’s Facebook and Instagram pages if he would sell the Power Sports shoes worn by the cyclist and where they could buy them. Some also complemented the cute design. In July, 200 pairs of motorsport shoes and 200 pairs of men’s and women’s shoes with an estimated retail value of RM85,000 were distributed to participating athletes as part of Bata’s sponsorship with the Olympic Council of Malaysia.

Marketing manager Diana Wong said A+M that the brand received more than 100 private messages on Instagram and around 150 direct messages on Facebook regarding the shoes. It also witnessed a 30% increase in website traffic compared to a normal Monday due to consumers searching for the limited-edition Power Sports shoes. Interactions on his Instagram also jumped 148% yesterday. Unfortunately, Bata is unable to sell the Power Shoes worn by national athletes at the Olympics due to its agreement with the Olympic Council of Malaysia.

However, it ran a contest from July 23 to August 8 offering 20 consumers a chance to win the limited-edition Power sneakers worn by national athletes. At the same time, it is also celebrating the Power brand and the sport by offering a 30% discount on the second pair of Power shoes on its website and in currently open retail stores.

“We are pleased that this sponsorship has put the Power brand back in the spotlight,” Wong said. Due to the COVID-19 lockdown, there has been no investment in media spend for Power shoes. According to Wong, the brand is keeping its marketing budget until its stores reopen. “But if we had spent the money, the shoes would have gone even more viral,” she said. The brand also distributed 100 pairs of Power shoes to Paralympians ahead of the Paralympic Games which begin on August 24.

Along with purchase requests, Bata has also received calls to slightly change the design and color of the shoes and make them available to consumers. Although there are no plans to do so at this time due to lockdowns and market volatility, Wong said Bata may consider doing so for next year’s SEA Games. “Most of the comments and requests are in Malay and they are probably die-hard fans of Azizulhasni, which is a new audience segment for Bata,” she explained.

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When asked how he plans to target this new audience segment, Wong explained that Bata’s long-term strategic plan is to continue to build on the Power brand and capitalize on the sneaker phenomenon that is happening around the world right now. This will be done through its nationwide Sneakerfest campaign which will run in October this year to highlight its sports and sneaker offerings. “We cannot do a massive campaign now as 80% of our stores are still closed due to the lockdown. The current plan is to ensure stores will adhere to safety measures when we open and to address operations and issues of stock since we were closed for So it’s still too early to think about marketing beyond Sneakerfest in October,” she explained.

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