Nike - HydroFit Concept
The Brand
Nike, one of the top suppliers for athletic wear, consistently stays desired by consumers in an ever changing market. The company is known for its motivational ads and iconic swoosh logo. Their marketing aims at targeting consumers emotions as Nike promotes the underlying message of anybody can be an athlete. Consumers can expect higher quality and a large variety of clothing and shoe options from the brand. While there are many other competitors in the sportswear market, Nikes icon is seen all over professional athletes and their teams. This gives Nike a competitive advantage to those looking for athleisure with quality. The brand has positioned themselves to provide a product for almost everyone. Fitness and fashion enthusiasts are drawn to Nike for durable and comfortable gear that don’t compromise style.
Nike HydroFit, a functional shoe designed to elevate water sports performance. Nike already has the capability and design for adaptive fit technology, which adjust to individual foot shapes and can tighten or loosen depending on the activity. Making these waterproof will be revolutionary to those in engaging in outdoor water activities such as paddle boarding, kayaking, beach running, and fishing.
Proposed Research and Design
To ensure success of Nike HydroFit, we will need to access the level of interest in water activities across consumer segments. Evaluating the expected growth of the water sports market will give Nike a better idea of the shoes are worth pursuing. Coastal cities that also have a focus on fitness would be an ideal area for Nike to have this product tested. With Nike already being known for its innovative sports wear and sustainability efforts, HydroFit would align with the company by being created with recycled materials. The overlooked market of waterproof sports shoes is an optimal niche to expand into.
Competitors in the waterproof athletic shoe field lack the technology advances Nike is ready to present with their adaptive technology. Market alternatives could potentially have a lower price point, therefore, Nike will need to differentiate itself from popular brands like Teva and Columbia. Columbia sportswear offers water resistant footwear with drains, much like Nikes HydroFit. The current competitions distributes through massive outdoor retailers and promotes through digital campaigns highlighting partnerships with environmental organizations.
External factors play a huge role in launching any new product. Nikes HydroFit will need to consider society and technology the most. Society’s trends and influences directly impact the success of specific products. Growing health awareness and interest in outdoor activities might increase the value of the footwear. Technology standpoints would need to be addressed as the adaptive fit being waterproof is innovative and requires production. With this being said, the economy would also play a large role in the success as consumers want fair prices and proven sustainability efforts.
Secondary research is ideal for gaining a broader understanding of the fitness industry and water based activities trends. Exploring these trends could come from industry reports competitor analysis. Primary research would involve gathering direct insights. Focus groups with fitness enthusiasts, personal trainers, water related guides, and aquatic centers would give direct understanding to their needs and pain points. Evaluating the practical application of HydroFits would be the most beneficial before launching pilot testing in these areas.
Willigan, G. E. (1992, August). High-Performance Marketing: an Interview with Nike’s Phil Knight. Harvard Business Review. https://hbr.org/1992/07/high-performance-marketing-an-interview-with-nikes-phil-knight
Nike. (2019, January 15). Nike Launches Adapt BB, a Self-Lacing Performance Basketball Shoe. Nike.com. https://www.nike.com/a/nike-adapt-bb-release-info
The Best Water Shoes. (n.d.). The New York Times. https://www.nytimes.com/wirecutter/reviews/best-water-shoes/
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