d i f f e r e n t
Table of contents
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introduction Austin (then + Now) research insights Opportunities Thank YOu
3-6 7-10 11-12 13-22 23-24 25-26
Introduction M i s s i on C o n d u c t r e s e a r c h a n d u n d e r s ta n d H i g h i n t e n s i t y i n t e r v a l t r a i n i n g at h l e t e s i n o r d e r t o h e l p n i k e e f f e c t i v e ly ta r g e t t h i s a u d i e n c e .
Pla n of Attack immersion in and around the world of high intensity i n t e r v a l t r a i n i n g ( h i i t ) b y ta k i n g c l a s s e s a n d c o n d u c t i n g f a c e -t o - f a c e i n t e r v i e w s i n o r d e r t o g at h e r insights.
Introduction // 4
What is HIIT?
High intensity interval training is an intense anaerobic exercise combined with a very short recovery period. HIIT is unique because it i n t e g r at e s m u lt i p l e s k i l l s e t s a s o p p o s e d t o o t h e r s p o r t s , w h i c h m ay o n ly i n t e g r at e o n e o r two. This is why tracking workouts and having t o p - o f -t h e l i n e e q u i p m e n t i s e s s e n t i a l t o h i i t at h l e t e s .
Introduction // 5
the ten principles S ta m i n a Strength Flexibility Power Speed C o o r d i n at i o n Agility Balance Accuracy Cardiovascular endurance Introduction // 6
AusTin (Then) Throughout high school and college, austin ourderkirk was a devoted member of several s p o r t s t e a m s . a f t e r g r a d u at i n g f r o m t h e University of Oregon as a business major and a D1 t r a c k s ta r , h e f o u n d h i m s e l f l o s t w i t h o u t a t e a m . Austin was missing HIS TEAMMATES AND THE SPORTS LIFESTYLE. He discovered High Intensity Interval Training while marketing for a former UO Track A t h l e t e ’ s H I I T g y m . F I N A L LY, H E r e g a i n E D t h e t e a m a n d l i f e s t y l e h e f e lt l o s t w i t h o u t.
Austin (then + Now) // 7
Austin (now)
5 a m . 1 h o u r . 5 d ay s a w e e k . O n e h o u r o f p a i n , b l o o d , s w e at a n d t e a r s t o r e a c h t h e p o s t- w o r k o u t e u p h o r i a . E v e r y D ay. S i n c e b e g i n n i n g h i i t just over one year ago, Austin found a new team and has conquered the hardest workouts he has ever faced. He has also seen tremendous overall improvement in every aspect of his life. This makes Austin the quintessential workout warrior.
Austin (then + Now) // 10
RESearch 2 9 t o ta l at h l e t e s. 1 6 e x p e r i e n c e d H I I T at h l e t e s. 13 average gym-goers. of the 29: 9 4 % P l ay e d s p o r t s i n h i g h s c h o o l 5 8 % m e n t i o n e d t e a m , c o m m u n i t y o r f a m i ly 73% would like to see improved shoes 76% would like to see an improved app
Research // 11
THE
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The average gym-goer Opportunity lies within this target audience because the average gym-goer is craving something new. nike can establish b r a n d l oya lt y by m a k i n g a n i m p r e s s i o n o n t h i s at h l e t e . a f t e r leaving their high school sports teams behind, the average gym-goers lost their team and now going to the gym feels like a chore. They miss their team and their motivation. Most are h i g h ly m i s i n f o r m e d a b o u t H I I t, s ay i n g i t i s o n ly f o r m e at h e a d s , bodybuilders, and extreme athletes. It is crucial to educate these athletes about the world of HIIT and inspire them to take their first steps to becoming workout warriors. they will then find what they have been missing.
i n s p i r i n g t h e pa s s i o n i s t h e way t o s e r v e t h e s e at h l e t e s .
Insights // 13
“ i m i s s t h e f a m i ly a s p e c t p u s h i n g t o w a r d s o n e goal.” - c a s e y D a lt h o r p, 2 0 “ w e l i f t t o s tay i n s h a p e , b u t i t ’ s n o t l i k e there’s an end goal.” -carson raz, 20 “I feel like if you go with more people, it’s more o f a m o t i v at i o n t o g e t a p u s h i n a w o r k o u t. ” -Joe Spurrier, 19
Insights // 14
average gym-goer Misconceptions
these average gym-goers are misinformed about hiit training; therefore, nike has an opportunity to correct these misconceptions. nike, as well as c u r r e n t h i i t at h l e t e s , k n o w s t h at h i i t i s n o t j u s t a t r e n d a n d n o t j u s t f o r c a r d i o . t h e s e at h l e t e s h a s y e t t o t r y h i i t b e c a u s e o f t h e s e p r e c o n c i e v e d notions. by informing the misinformed, nike will gain a larger consumer b a s e , w h i l e s i m u lta n e o u s ly g a i n i n g b r a n d l o ya lt y.
Insights // 15
“ I t ’ s d e f i n i t e ly m o r e o f a c a r d i o t h i n g . . . . ” -Joe Spurrier, 19 “I hav e pas t i njur ie s so it’s ha r d f o r m e to do that. ” -Garrett Wahler, 19 “ It’s a tr end goi ng on.” -Carson Raz, 20
Insights // 16
Workout warrior The majority of workout warriors are content with the products and equipment they already use. they look for performance over aesthetics and, often, Most see no reason t o c h a n g e o r b u y n e w p r o d u c t s . t h i s i s n o t t o s ay t h at opportunity does not lie with these consumers. These at h l e t e s m ay b e c o n t e n t w i t h t h e i r p r o d u c t s , b u t b e i n g c o n t e n t is not good enough. Unknown to the workout warrior, Nike is creating a better app and more supportive shoes that will u lt i m at l e y l e av e t h e m 1 0 0 % s at i s f i e d , n o t j u s t c o n t e n t.
p r o v i d i n g e xc e l l e n t p r o d u c t s i s t h e way t o s e r v e t h e s e at h l e t e s .
Insights // 17
“It’s not everyone versus everyone, it’s r e a l ly a f a m i ly. ” -josh noonan, 17 “ B e i n g a b l e t o s e e p r o g r e s s p h y s i c a l ly o v e r t i m e k e e p s y o u h u n g r y. ” -spencer mcguinn, 21 “ I t r e m i n d e d m e o f t h e s p o r t s m e n ta l i t y o f t r a c k , t h at ’ s w h y i g o t i n t o i t. ” -austin ouderkirk, 23
Insights // 18
APP Insights “I would like an app where you can see where you’re coming from, where you want to be compared to everyone else.” -Evan Wilson, 18 “The reason [beyond the whiteboard is] good is it groups everyone to the same gym and you know your ranking compared to everyone else around the world.” - S a m u e l J ay, 2 4 “I don’t have 15 minutes to spend typing out my workouts. I f i t w e r e a s i m p l e e n o u g h a p p t h at w o r k e d , I t w o u l d c at c h fire.” -Spencer Mcguinn, 21
Insights // 19
N i k e n e e d s t o c r e at e a b e t t e r t r a c k i n g a p p. T h e r e a r e m a n y o u t t h e r e , b u t a l l have flaws. If it were a more userf r i e n d ly p l at f o r m , i t w o u l d r e a c h a larger audience. It would provide at h l e t e s w i t h t h e s u p p o r t t h e y n e e d outside of the gym.
Insights // 20
shoe insights “I have two different shoes. one does one t h i n g r e a l ly w e l l , a n d t h e o t h e r d o e s a n o t h e r t h i n g r e a l ly w e l l , s o n o m at t e r w h at, i ’ m a l w ay s c o m p r o m i s i n g s t u f f. ” -mohammed albulian, 24 “they’re a little floppy for lifting, and it makes me feel off-balanced.” -rocky moses, 18 “I don’t like the cross trainer because they are too much of a compromise. if the workout calls for heavy lifts and running, i’ll just wear my normal minimalist running shoes because i’m flexible enough.” - S a m u e l T h o m p s o n j ay, 2 4
Insights // 21
nike free trainer 3.0
Several companies, including Nike, have already developed a crosstraining shoe. however, based on consumer insights, this shoe is not yet perfect. T h e at h l e t e s w h o u s e c r o s s t r a i n e r s s tat e d t h at t h e y a r e n o t s u p p o r t i v e enough throughout the heel, and need to provide more support for the o ly m p i c l i f t i n g a s p e c t o f H I I T.
inov-8 f-lite 195
reebok crossfit nano speed 3.0
insights // 22
Moving forward
A s a l e a d e r i n t h e at h l e t i c i n d u s t r y, N i k e h a s c o n t i n u a l ly m o t i v at e d a n d i n s p i r e d p e o p l e t o b e c o m e t h e b e s t v e r s i o n s o f t h e m s e lv e s . F r o m t h e o r i g i n a l “ B o K n o w s � t o t h e “ f i n d y o u r g r e at n e s s � c a m p a i g n , N i k e h a s r e p e at e d ly p r o v e n t h at i t s v o i c e s p e a k s t h e l o u d e s t. O n c e a g a i n , N i k e h a s t h e o p p o r t u n i t y t o d o w h at i t d o e s best - Change lives. J u s t d o i t.
Opportunities // 23
The team on the 4th floor of M c e n r o e B u i l d i n g at n i k e w o r l d H e a d q u a r t e r s . f r o m l e f t t o r i g h t: gina wall, hana campbell, paulina l i a n g , tay l o r a m e s .
Thank You
GinA WALL DESIGN
HANA CAMPBELL DESIGN
Paulina Liang production
TA Y L O R A M E S PLANNING
Thank You// 26