Question: You are a CEO of an athletic shoe firm in an oligopolistic market. Your job is to maximize the profits of your firm. To this end you have to simultaneously expand and protect your market share. This assignment will focus on market share protection. Given what you know about ologopoliostic behavior, look over the new strategy of a rival firm. I want you to describe how you would counter your rival's strategy.
Rival's Strategy: My shoe company is going to sell next model of "Wing," which is our popular soccer shoes next year. Customers can order "Wing II" (next model) on the internet and our shop, and they can customize any color combination. Also, we signed contract with Lionel Messi of commercial model of Wing II, to one year, $30 million. Lionel Messi will appears on our TV commercial of this product around 2018 World Cup in Russia, and we're going to sell "Wing II Lionel Messi customized color model" too.
What could be new strategy for rival shoe company to compete with Lionel Messi endorsing this soccer shoe?