The Starbury One,a stylish but very low-priced US basketball shoe endorsed by a prominent professional basketball player has had enormous sales success and is perceived as being cool by young consumers.This is an example of a successful growth market strategy in a product category dominated by Nike.

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The endorsement by New York Knicks guard Stephen Marbury has made the Starbury One resonate with young customers who think the product is ‘cool' even though a low-quality image is typically associated with low-priced footwear. This has negated Nike's strategy of price skimming aimed at kids from low-income families.

The Starbury One,a Stylish but Very Low-Priced US Basketball Shoe