Nike Free Case Study

Explain how Nike researches and develops new products. 

Nike researches and develops new products through the Nike Sports Research Laboratory (NSRL). This laboratory is located in Portland, Oregon in the United States. This extensive research and development process first begins by identifying the physiological needs of athletes. This is done by conducting testing on different surfaces; video recording  the athletes' movement when undertaking a sporting activity; analysing breathing patterns; applying thermal imaging technology; and scanning the athletes' feet. In order to complete this research, the NSRL partners with universities around the world, namely from North America, Europe and Asia. Once the NSRL completes the research into  the athletes' needs, a design brief is prepared and passed on to the Nike Kitchen to turn the idea into a product. It is then in the Nike Kitchen that high-tech instruments are used in order to create a prototype of the new product. 


Develop a flow diagram to illustrate the research undertaken using athletes and high-tech instruments by Nike's Kitchen to develop Nike Free.

Identify the methods used by Nike to test Nike Free.

Firstly, Nike Free was tested on a wide range of different runners. Elite runners, everyday runners and sport journalists were selected to participate in the testing as they represented individuals that exercised on a regular basis. The trials ran for a total of six months where around 110 runners used the new shoe. All participants undertook shuttle runs, short sprints and leg strengthening tests to measure speed, coordination and development. The control group (consisting of 30 men and 23 women) used their personal running shoes. The experimental group (consisting of 30 men and 27 women) wore the Nike Free prototypes. Each group needed to run four times a week for 30 minutes each. It was ultimately found that the Nike Free design was not just a regular running shoe. Instead, it was identified as being a training technique as it strengthened and improved the flexibility of the athletes. The experimental group improved across each testing category by 10-20%. 

You are a sales assistant in a Niketown store. Discuss the internet-based training you underwent to ensure that you fully understand all the features of Nike products, especially Nike Free. 

As a sales assistant in a Niketown store, it is imperative that I have a sound understanding of the new Nike Free product. To ensure that I knew each feature and benefit, I participated in a program called Nike Sports Knowledge Underground (Nike SKU). Nike SKU is a flash-animated multimedia learning tool that encompasses a range of training activities. Each station of the Nike SKU involves a three-minute course. Within this time, we could learn about the design, benefits, features and most importantly, the selling points of the shoe. We were then tested on this knowledge by completing a short test. When we deal with specific customer questions about the shoe, we can also use a comprehensive technical specification sheet.   

Discuss the look and feel of the Nike Free website and identify how this, and the content of the website, complements Nike's overall mission.

Nike's overall mission is "to bring inspiration and innovation to every athlete in the world." The Nike Free website complements this mission as the product offering caters for a range of different athletes. For example, the website contains images of shoes for both adults and children, as well as the option to change the site's language. The children's shoes are further split into designs for girls and boys. In addition, the adult range is diverse (eg. the 'trainer', the classic 'free', the 'cross bionic' and the 'flyknit' are all on offer). The range of colours and designs further encapsulate Nike's mission statement as the diversity ensures everyone's tastes are catered for. Lastly, the look of the website is colourful, with large images and a clean layout. As a result, the viewer of the website feels a sense of energy when looking at the bright colours and bold images. 

Assume you are making a presentation on Nike Free to the local sporting club. Illustrate the benefits that runners will gain when using Nike Free for training. 

The Nike Free shoe is an essential training tool for any runner who wants to get the most out of their natural ability. Athletes will receive three core benefits after training with such a shoe. Firstly, their flexibility will increase. Secondly, their feet and ankles will become stronger. Thirdly, their overall balance will improve. This is so, as the Nike Free is modelled on barefoot running which has been proven to train the foot in each of the aforementioned areas. Ultimately, if your athletes use this shoe, they will have an advantage over other athletes in the competition. They are maximising their natural potential with the Nike Free, giving them an advantage in a competition. 

Nike Free is a shoe designed to give runners the feeling and benefits of running in bare feet. However, the idea of running in bare feet could be seen as a contradiction to the foundation stone of Nike, the world's leading athletic shoe company. You are the Marketing Manager of Nike. Explain how a 'barefoot' shoe will complement Nike's shoe range. What are the benefits the shoe gives runners?

Bill Bowerman, a founder of Nike, is quoted as saying "it's all about the feet, not about the shoes." It is this philosophy drives the natural technology evident in the Nike Free shoe. This shoe is designed to complement the inherent ability of each runner, ensuring that they become stronger, more flexible and balanced. Therefore, this shoe will complement Nike's range as it functions as a training shoe that is best used in conjunction with other running shoes. 

Examine Nike's website. Study how the site is set out and each link within the site.

a) Look at the use of colours and images used in the website. What is the image that these colours and images seek to promote?

As previously discussed, Nike use large images with bright colours on their website. The images usually consist of their product range or athletes wearing the shoes. These colours and images seek to promote an energetic feeling, influencing consumers to be motivated to buy and use the Nike shoes. Additionally, the images of athletes further reiterate the target market of the shoes. They persuade consumers to purchase the products so as they too can be like the athletes. 

b) How is the Nike swoosh logo used?

The Nike swoosh logo is used in different areas of the website. It first appears in the top, left-hand corner of the webpage. As a result, it is one of the first images that the viewer sees, signalling to them that this is in fact the Nike website. The iconic logo can also be seen on the product images as consumers have come to expect that the swoosh visibly appears on the shoe and other Nike products. Lastly, the swoosh logo is used on every icon that leads individuals to 'follow' them on social media networks such as Facebook and Twitter. Each different page has a different image of the logo to match the specific Nike brand (eg. the swoosh on the US Nike Football page is placed in the centre of a football field, and the logo on the Nike Basketball page is enclosed in the image of a basketball). 

c) What is the difference between marketing and advertising?

Marketing aims to find a group of buyers and sellers in order for the transfer of products or services to occur. This is usually completed by engaging in systematic planning processes which identify the target market and subsequently determine their specific needs and wants. On the other hand, advertising focusses on communicating the product or service to consumers. Essentially, it ensures consumers are made aware of the existence of the product or service, encouraging them to take some action to purchase it. 

d) Give examples of how Nike uses its website for marketing and advertising.

Nike uses its website for marketing by targeting the different types of consumers. The website is divided into different sections for women, men and children to cater to the different markets. In addition to this, the Nike website also gives the consumer the option to view the product range by sport. As a result, the website uses target markets based on sport as another marketing strategy. Nike also uses its website for advertising as it contains links to the online store as well as advertising campaigns on how each product functions and the benefits of owning such a product. 

e) The Internet is an integral part of marketing and advertising products. Discuss. In your discussion you should refer to examples of how Nike has used the Internet in both marketing and advertising of their products. 

The Internet is an integral part of marketing and advertising products as it is widely accessed and convenient for consumers. As a result of this, it is important that Nike uses the Internet to market their products to the right people and to the greatest number of people. Moreover, Nike is an international brand that must market their product cross-border. Thus, the globalised nature of the Internet means that their products have the ability of reaching consumers all over the world. This is evident in the different online stores and language options that the Nike website provides. The tabs for sport, men, women and kids further ensure that the consumer can easily access the products intended for their needs.