Once again, ECCO Golf is trying to utilize the power of celebrity social endorsement to build trust for its ECCO Golf BIOM H4 golf shoes and drive sales. In 2022, Lydia Ko designed a custom version of the brand-new ECCO BIOM G5 shoe as part of the AW22 collection.
In comparison to celebrity social proof, the celebrity – in our case, Erik van Rooyen – actively promotes and advocates for the product or service.
This promotional technique can help generate buzz and increase awareness for the product or service. However, it’s important to note that these tactics aren’t a silver bullet for marketing and PR success.
You still have to develop a great quality of product/service. I really enjoy playing golf in ECCO golf shoes.
I believe influencer marketing is even more powerful than the above-mentioned promotional techniques since influencers – especially micro & nano-influencers – are more engaged on a personal level with their followers and community than celebrities.
I advise creating a healthy mix of influencers that includes mega influencers, celebrities, and micro and nano-influencers. They all have different roles in the sales process/funnel and the customer journey.
The State of Influencer Marketing 2023 study of Aspire found
“Nano and micro-influencers consistently achieve the highest engagement rate across all platforms, which is why 69% of marketers today are working with these smaller creators.”
“70% of creators prefer long-term campaigns with brands.”
In the framework of the cooperation, ECCO Golf is paying homage – again – to the individual style and flair of brand ambassador Erik van Rooyen with the introduction of a new signature edition ECCO GolfBIOM H4offering.
Not only will the new iteration of the shoe showcase van Rooyen’s renowned passion for fashion and music, but the pioneering brand has also partially redesigned the shoe for 2023.
ECCO Golf and van Rooyen turned heads with the launch of the South African’s first signature edition model in summer 2022, and the new design is equally as bold and eye-catching, with nods to the style icon’s love for guitar, his iconic jogger pants, and his enviable mustache.
The shoe features a reworked upper, notably around the toe area, to produce a sleeker, slimmer look, whilst the tongue has been completely redesigned to produce a more ergonomic shape that fits more comfortably to the foot.
ECCO GolfBIOM H4 continues to feature the BIOM 2.0 last, which offers a modern, updated look and feel combined with BIOM NATURAL MOTION Technology that enables the foot to move naturally, close to the ground and forms like a second skin around the foot.
The pioneering ECCO MTN GRIP outsole includes three sections to provide the ideal blend of traction, stability, and rotational support, while ECCO FLUIDFORM Direct Comfort Technology ensures a finely-tuned balance of cushioning and rebound to deliver dynamic comfort.
Wrapping around the foot from the outsole to the midsole, the shoe features X-TENSA technology, which connects the T.PU element on the side of BIOM H4 with the lacing system to enhance lateral stability while adding to the contemporary, premium design.
The shoe’s uppers are crafted from premium, durable, and thin ECCO Performance Leather, made in ECCO’s own tanneries, providing natural protection from wind and water.
This is enhanced with 100% waterproof and breathable GORE-TEX technology that keeps feet dry and comfortable in all conditions.
