What the heck is an “Old New Dad”? And how does Nike fit in?

Who doesn’t know what a “Soccer Mom” is…But have you heard of an “Old New Dad”? A new segment of the market has emerged that has been grossly over looked. If you don’t believe me I would strongly advise checking out this lecture:  

http://youtube.com/watch?v=hifihRzPevE

 

( I hope this is right, utube is blocked)

 

Not only does this fella make a good point about advertising getting exponentially younger while the majority of the population is getting older, but he identifies a new market segment of men who are having their first child well past the age of 35. He also says these dads are spending their Saturdays playing sports with their friends. Now, how does this all fit in to an idea of the day? If I was someone like Nike, who, let’s face it, is not exactly known for it’s “lifestyle gear” (enter everything that is cool about Puma)…I would perhaps consider positioning myself to be the “cool” choice for these old dads. They after all, are still out there having fun, spending lot’s-o-money on sporting goods and might resent doing it in a bright orange checkered hoodie with skulls on it. Gold and diamonds just screams weekend touch football. My guess is that like most men, they still want to feel that they haven’t lost their cool at 40 (probably why they are out there playing touch football to begin with). Thought: Nike should play up the cool factor of being an old dad that doesn’t lose his cool, reaching a much larger market segment, not having to directly compete with Puma and Addis lifestyle brands…pumping the high performance gear we have come to love them for.  40 can be cool too.