Preliminary Findings and Limitations on Nikes HydroFit Adapt Shoes

 Nikes Objectives  

The market research conducted for Nike suggests the brand has a high focus on athletic inclusion, innovation, sustainability practices, and digital presence. The HydroFit Adapt concept shoe incorporates all of these aspects. By creating apparel that considered future objectives, Nike can stay ahead of its competitors. HydroFit Adapt fills the gap for smart water shoe footwear demand.  

 

Current and Future Industry Trends 

Technology in Activewear  

The Nike Hydrofit Adapt aligns with current key industry trends and the future of sportswear. The rise of technology in sports and growing interest in wearables position Nike to have a competitive edge when creating HydroFit Adapt. There are future opportunities for Nike to integrate AI technology to enhance the self-adjusting fit, allowing the shoe to learn from user movements in varying terrains.  

 

Sustainability Movement 

Sustainability is another major focus point for today’s consumers. The green industry trend pushes brands to use recyclable materials and energy efficient production methods. Increasingly, consumers want eco-friendly footwear. For future endeavors, Nike could work on HydroFit Adapt 2.0 where the shoe is completely biodegradable. Nike currently supports sustainability efforts through their Move to Zero campaign that focuses on zero carbon and zero waste efforts. (Nike, 2019).  Nike investing in sustainability efforts benefits the planet and enhances customer loyalty.  

 

Versatile Athletic Gear  

Consumers are increasingly wearing athletic apparel as everyday fashion. (North America Athletic Wear Market | Industry Report, 2030, 2024). With this trend in mind, Nike can market HydroFit Adapt as more than a water shoe but a breathable, hybrid hiking-water shoe that would replace the need for multiple shoes.  

 

Implications  

To stay competitive and follow these current and future industry trends, Nike will need to begin advancing their AI research and development. The brand will also need to consider what steps will be taken to reach biodegradable shoes such as the supply chain and cost implications. There will also need to be tests performed to ensure the materials are water resistant as well as quick drying as claimed.  

Legal, Ethical and Industry Standards for HydroFit Adapt 

Legal  

The proposed marketing strategy aligns with legal regulations as it considers consumer protection laws. Features of HydroFit Adapt will be tested, confirmed, and accurately described. The shoe and future creations will also follow intellectual property rights. (World Trade Organization, 2019).  

 

Ethical  

Ethically, the strategy focuses on sustainability, transparency, and corporate responsibility. The ecofriendly practices being promoted need to be accredited and backed by measurable actions. Transparency in sourcing and proper labor practices is important when considering ethical practices. This can further strength consumer trust and align with ethical business standards.  

 

Industry Standards  

For industry standards, the marketing strategy acknowledges FTC guidelines for paid endorsements and disclosures. Any claims for HydroFits waterproof capabilities will be tested and verified for creditability.  

 

Limitations  

A key limitation in the market proposal is the lack of existing data surrounding smart water shoe technology and the need for it. Water shoes are a niche market and without clear insights it can be difficult to choose between targeting casual wearers and professional athletes. Most research in the sports industry focuses on running and training shoes. There are no direct competitors that offer adapt technology in water shoes like the HydroFit Adapt concept. This leads Nike to need additional research and testing before launch.  

Overall, this lack of information does leave gaps in the market research on consumer interest. Surveys and product testing in various settings would help fill these gaps and refine the marketing strategy. Nike would need to be the pioneer in entering the niche market but being one of the largest sportswear, the brand should have the ability to perform this research.  

 

 

 

 

References: 

Nike. (2019, September 19). What to Know About Nike’s Stance on Tackling Climate Change. Nike. Retrieved from: https://about.nike.com/en/newsroom/releases/nike-move-to-zero-climate-change-initiative 

North America Athletic Wear Market | Industry Report, 2030. (2024). Grandviewresearch.com. Retrieved from: https://www.grandviewresearch.com/industry-analysis/north-america-athletic-wear-market-report 

World Trade Organization. (2019). What Are Intellectual Property Rights? World Trade Organization; World Trade Organization. Retrieved from: https://www.wto.org/english/tratop_e/trips_e/intel1_e.htm