If you’re obsessed with sneakers, then you’ve probably heard the word “innovation” thrown at you more than a handful of times. It’s an arms race among the brands right now and determining the leader is really based on the practical outcomes of these new creations. Nike’s self-lacing shoes were certainly a marvel, but do people really need self-lacing shoes? adidas’ Futurecraft initiative has all the hype, but how difficult would it be to maintain a porous sole?
adidas has officially taken over the number 2 spot on the list of the best selling U.S. footwear brands, but you should not be surprised. A brand the seemingly struggled to exist just a few years ago is now flourishing thanks to the obvious (better product and marketing), but this all comes down a significant shift in perception back in 2014.
A major part of marketing in the sneaker industry is the joining of forces with the biggest stars in the world. In the 1990s, it was all about the athletes who exuded their own flair while winning at the highest level – the Jordans, the Agassis, the Griffeys, the Deions. In the 2000s, pro-athlete superstars were forced share the stage with giants of hip-hop, particularly Jay-Z, Kanye West, G-Unit, and Pharrell.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Obama AND Romney or Obama + Romney.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used.) For example, search for democrat OR republican to find results that refer to
Democrats and/or Republicans.
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".