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  • Nike Air Unlimited

    While developing the marketing proposal for the Nike Air Unlimited, the data collected up to this point support Nike’s organizational goals of performance, innovation, and consumer-driven product development. Nike’s main goal as a company is to serve athletes of all skill levels through technology and innovative designs. Insights that have been gathered through trend reports, competitor analysis, and survey data show a strong demand for running shoes that are durable as well as lightweight. In the target demographic for the Air unlimited, consumers are primarily between the ages of 18-35, and they value cushioning, sustainability, and brand reliability.

    After researching the industry, several trends are emerging that shape the athletic footwear market. One of the major trends is a shift towards athletic footwear that can be used in consumers’ daily lifestyles. Consumers are looking for comfort as well as style. Another growing trend is a focus on recyclable materials and sustainability, as more and more consumers are becoming environmentally conscious. Future trends that may arise are smart shoe features and personalized fit technology. Although the Nike Air Unlimited meets the needs of consumers currently, it may need to make changes in the future to adapt to changes in consumer preferences.

    For the Nike Air Unlimited, the marketing strategy is designed to follow ethical, legal, and industry standards. What this includes is responsible advertising practices, performance, and alignment with Nike’s corporate goals. Some ethical considerations include avoiding misleading messages as well as exaggerated performance promises. Adhering to international regulations and safety standards is very important because Nike is such a big brand. When it comes to promotional messaging, it is crucial to have honesty, transparency, and inclusivity to ensure that the brand maintains its trust and integrity.

    While conducting research for this project, several limitations became clear. The insights from the survey feedback could not be generalized to a global audience due to the sample size and demographic variety were limited. Furthermore, there was limited access to proprietary internal Nike data, which consists of detailed analytics, advanced consumer forecasting, and manufacturing costs. Aside from the limitations that have been mentioned, the research collected thus far provides strong direction moving forward for the Nike Air Unlimited. It shows that there is a clear opportunity for Nike to expand its running shoe category, while still meeting the expectations of today’s consumers. The preliminary findings support a solid launch of the Nike Air Unlimited as a competitive addition to Nike’s running shoe line.

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  • Nike

    Nike is one of the most recognizable brands in the athletic world. When discussing Fortune 500 companies, Nike is consistently ranked in this category. My reasoning for choosing Nike for this project is due to their strong global presence, their drive to consistently improve their products, and their ability to stay relevant in the marketing world. Nike has also demonstrated their commitment to understanding their consumers’ interests based on market segmentation strategies and data-driven insights.

    The product that is under consideration is called the Nike Air Unlimited. This is a sustainable running shoe that is made with fully recyclable materials as well as tracking through the Nike app. The target audience for this product is consumers who are environmentally conscious and who value comfort, sustainability, and performance as always. Nike’s mission, which is to “bring inspiration and innovation to every athlete in the world,” aligns well with this product.

    When it comes to research and design objectives, the primary objective is to understand consumer interests and why they would want to purchase the product. This product is a combination of high-performance design, as well as a focus on being environmentally responsible. The research that will be done will be to understand the key influences that drive consumers to buy eco-friendly products. In order to achieve these objectives, both qualitative and quantitative methodologies will be used to understand consumer behavior. The qualitative side will include online focus groups as well as interviews with real runners. On the quantitative side, this will distribute an online survey to a larger crowd of people to get a more diverse sample.