Nike is Transforming Shoes
Nike
Since Bill Bowerman cofounded my favorite tennis shoes brand, Nike, in the 1960s, it has grown into one of the most recognized sporting brands in the world. The company's first products were shoes, but now it offers apparel, equipment, and gear for various sports (Nike, n.d.). The brand is known for its premium, comfortable, light, and durable products. Over 75 percent of its operational facilities use renewable energy, and almost half of its leadership positions are held by women. Nike invested over 90 million in 2021 to have a positive impact on communities around the globe, highlighting its social responsibility (Nike, n.d.). Due to its brand reputation, Nike can sell its shoes at a premium price: The Nike Sigmatrain addresses the desires of those with low disposable incomes of owning distinct shoes for different activities.
Consumer Product Concept
The Nike Sigmatrain is a modular and customizable cross-training shoe designed for versatility and promoted as budget-friendly. The shoe would feature interchangeable outsoles optimized for different activities (e.g., lifting, agility, running) that can be easily swapped by the user via a secure locking mechanism. The upper would be breathable and adaptable with adjustable support straps. Key features and benefits include:
- Multiple activities with/ one shoe
- Enhanced performance through interchangeable outsoles
- Reduce costs and clutter by minimizing the need for specialized shoes
- Personalized fit & support
- Durability & high-quality
Nike consumers and the fitness community often participate in more than a singular activity, which often requires the use of specialized shoes. Purchasing distinct shoes for distinct activities can become expensive for some consumers, making the Sigmatrain a cost-effective option.
Research Design & Objectives
Nike consumers and the fitness community often participate in more than a singular activity, which often requires the use of specialized shoes. Purchasing distinct shoes for distinct activities can become expensive for some consumers, making the Sigmatrain a cost-effective option.
Research design is the overall strategy that guides the new consumer product concept from its creation to the final data analysis (Grad Coach, 2023). It serves as the blueprint of how researchers will gather and analyze data while being consistent, reliable, and valid. Research objectives include identifying and understanding:
- Target Audience
- Competition
- External Factors
Target Audience
When trying to learn about the target audience, it is critical to discover their demographic traits, such as age, sex, income, race, occupation, etc., and psychographic traits like personality, lifestyle, interests, and values. The target audience for the Sigmatrain will be fitness enthusiasts aged 20-40 who participate in a variety of workouts (gym, studio, outdoor) and value flexibility, efficiency, and a minimalist approach to their gear. The Sigmatrain can be positioned as a premium, versatile cross-training solution for the modern multi-sport athlete, emphasizing customization and performance.
Competition
Conducting competitor analysis to gather information about the competition, such as pricing, marketing strategies, products, and their services, is crucial to help the brand distinguish itself to gain a competitive advantage (Leaders Talk, 2024). Competitors like Adidas and Under Armour are known for their relatively low pricing, but lack brand awareness compared to Nike. Aside from positioning their products as comfortable and affordable, competitors do not offer products that are a direct competitor to the concept. Like Nike, competitors often promote sustainability, but if not careful, it could lead to litigation such as it did for competitor Adidas, with claims of "green-washing" after communicating sustainability goals without explaining how they intend to achieve them (Wenzel, 2025).
External Factors
One of the biggest external factors that could impact the product is technology. New technology, such as the locking mechanism and support straps of the product, might not be adequate for all physical types of consumers or extended periods. Another external factor that could impact the product is society. The concept is a completely new design that has not been created by major competitors, making its reaction and acceptance into the market by society relatively unknown.
Research
The use of primary and secondary sources will be required to gather information on the need and potential success of the new concept.
Primary Sources:
- Surveys
- Focus groups
- Interviews
- Usability testing
- Field observations
Secondary Sources:
- Market Research Reports
- Competitor Analysis
- Company Reports & Statements
- Social Media & Online Forums
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