CONTENTS
01 History/ Mission / Vision Business type (department store, specialty store, etc.) Product Nike is offering and their market position.
02 Target market for Nike. Demographic, geographic, psychographic, behavioral, and VALS characteristics. Similarities and differences of customers among 2 stores.
03 Overall Analysis, Customer Profile, Merchandise Analysis and Perceptual Map
04 A synopsis of current trends.
05 Sales by stores, classification and assortment plan by fabrication, color, size and pricing.
1950
1979
SH SWOO
E na RE TH t bega BEFO Knigh fter il h P d an an footwear. A Tiger werm f Bill Bo n in athletic nufacture o a o ti k m lu o o e rev an to to th asion n, Bowerm an their persu a g p a b J in r& e shoes s his partne ta Knigh ar designs. footwe
1970-
-1959
2015 REVENUE TARGET=
BIRTH OF TH E BRA ND The bra nd “Sw oosh” by a gra was cre p ated State U hic student a t niversit y. Stev Portland becam e Prefo e ntaine endors the brand’s a thletic er.
$28-30 BILLION
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LI E M
NE
SENT 2000-PRE
debuted in Nike Shox Sydney time for the e has Nik Olympics. ways to w e n te a cre the t c intera with a and lso consumer e official became th NFL. e th f o sponsor
1960-1
9
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1990-1
1980-1989 DAN
R AIR MAX & JO mpletes its ches, Nike co Nike Air laun ded. e publically tra IPO, becam e at the ki o an, NBA ro Michael Jord shoe with re tu his signa ed ch un la e tim Nike.
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MAXIMUM, FLEXIBLE CUSHIONING The full-length Max Air unit offers the most flexibility to date while still delivering maximum cushioning for ultimate comfort on your run. Its tubular construction allows more air underfoot to encourage even transitions from heel strike through toe-off. ULTRALIGHT SUPPORT The ultralight Flyknit upper contours to your foot for a comfortable, supportive fit. Made entirely of polyester yarn, the single-layer construction seamlessly integrates areas of high breathability, stretch and support where you need it most. SMOOTH RIDE# The lighter Waffle pattern outsole has been redesigned to distribute your weight more evenly for a smoother ride and enhanced traction.
MAXIMUM, FLEXIBLE CUSHIONING The articulated full-length Max Air unit combines maximum cushioning and enhanced flexibility for ultimate comfort on your run. Its tubular construction allows more air underfoot to encourage even transitions from heel strike through toeoff. VENTILATED SUPPORT The engineered mesh upper offers ventilation and support where you need it most. Lightweight foam with perforations adds another level of support, conforming to the shape of your foot for structure plus breathability. SMOOTH RIDE The lighter Waffle pattern outsole has been redesigned to distribute your weight more evenly for a smoother ride and enhanced traction.
RESPONSIVE CUSHIONING A Nike Zoom Air unit under the heel delivers low-profile, highly responsive cushioning. It's updated to bring the unit closer to your foot for enhanced cushioning from the first mile to the last. LIGHTWEIGHT SUPPORT The engineered mesh upper is designed with fewer layers, reducing the shoe's weight while supporting your foot. Plus, ventilation helps keep you cool where you need it most. INCREASED STABILITY For smoother transitions, a rubber crash rail has been added to the lateral outsole, resulting in a wider footprint that stabilizes your foot from impact to toe-off.
FLEXIBILITY Hexagonal flex grooves are hot-knife cut into the outsole and wrap around the sidewall, allowing the foot to move more naturally in every direction. SUPPORT AND BREATHABILITY The woven mesh upper provides lightweight ventilation to help keep feet cool. Flywire in the midfoot offers durability without added weight and an adaptive, supportive fit that moves with you. NATURAL STRIDE The rounded heel mimics the shape of your foot, rolling with the ground to promote natural movement and extended range of motion.
ULTRALIGHT SUPPORT The ultralight yet strong Flyknit upper is precisely engineered to deliver a comfortable and supportive fit. Made entirely of polyester yarn, it's a one-piece layer that's woven more openly in areas that need greater flexibility and tighter in areas that demand more support. The result is a formfitting and virtually seamless upper. SECURE FIT Sturdy Flywire cables wrap the midfoot for added support. They work with the Dynamic Fit system, integrating with the shoe's laces for a secure, locked-down fit that moves with you. RESPONSIVE CUSHIONING Lunarlon cushioning provides a soft and responsive ride, featuring a resilient foam core with a bottomless foam carrier for a plush, comfortable feel.
BREATHABLE SUPPORT Engineered mesh on the upper creates seamless zones of cooling and support. Lightweight no-sew overlays add support and durability while reducing friction. GLOVE-LIKE FIT Flywire cables cradle the foot for an adaptive, supportive fit. This new version of Flywire is ultra-lightweight and customizable through the laces, wrapping the midfoot and arch for a dynamic fit that moves with you as you run. SOFT CUSHIONING Lunarlon cushioning offers a soft, supportive ride. It features a cushy foam core bonded to a lightweight Phylon carrier to deliver an excellent blend of plush cushioning and durable support.
HILARY TSUI. 40 FASHION BLOGGER Hilary
is a street fashion blogger that also owns a boutique store name “Liger�. She stated one of her reasons of going to the Causeway Bay store instead of the other retail stores is because the merchandise in the causeway store are well know to be more trendy and in-stock with sizes. She is a mother of one and she often look for places that offers different sizing, just so she can so some shopping for her husband and daughter at the same time.
RAVEN LOK, 21 STUDENT Raven is an advertising major student currently studying in Polytechnic University. When purchasing running shoes, she claims that the style and color is more important than the actual functionality of it because she treats it more of a casual daily essential than an item for exercise. If there’s one thing that she would want NIKE to improve on for customers, it would be the range of color selection and easier accessibility of different styles / sizes.
After learning that Stanford athletes had been training barefoot on the university's golf course, three of Nike's most innovative and creative employees set out to develop a shoe that felt natural and weightless, similar to bare feet. In 2002, they examined a group of men and women with pressure measuring insoles taped to their feet, using high-speed cameras to capture images of each foot in motion. The team spent eight years studying the biomechanics of shoeless running. The results yielded a profound understanding of the foot's natural landing angle, pressure and toe position, allowing Nike designers to build an unconventional and flexible running shoe from the inside out. Since Nike Free's introduction, millions of runners have trained in the shoe, including some of Kenya's world-class runners.
Nike Flyknit technology was inspired by feedback from runners craving a shoe with the snug (and virtually unnoticed) fit of a sock. Nike embarked on a four-year mission with teams of programmers, engineers and designers to create the technology needed to make the knit upper with static properties for structure and durability. Then the precise placement of support, flexibility and breathability—all in one layer—was refined. The result is a featherweight, form-fitting and virtually seamless upper.
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Nike Flyknit uses a precise knit construction process that integrates stretch and support for a snug, personalized fit. Seams, weight and areas of friction are all reduced as a result. The polyester yarn is more open in areas that need greater flexibility and tighter in areas that demand more support. Nike Flyknit also eliminates the need for the multiple materials and material cuts used to make the uppers of traditional shoes, significantly reducing waste.
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When US-based hip hop group Run DMC released “my adidas” it was abou t setting the record str aight about hard working people in tro ubled neighborhood s and about pure enthu siasm about their sneakers. This merg e of art and sports not only set the everl asting street fashion trend off but also m arked the birth of no nathletic promotions in the sporting good s industry.
1958
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1986
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Crossing marathon finish lines first is what these women's running shoes do best. Set your own new personal best in this feather-light design that combines a boost™ midsole for endless energy return with the lightweight QUICKSTRIKE outsole. A Coolever mesh upper sheds heat so your feet stay cool. The TORSION® SYSTEM delivers energy return in the forefoot and natural integrity in the midfoot.
Sleek and seamless in the upper, stable and cushioned below, these women’s running shoes blend comfort with durability. A techfit™ upper delivers sock-like fit and flexible support, while boost™ cushioning releases energy from each stride into the next, for lasting energy return.
The all-new boost™ midsole has an amazingly bouncy feel without being too soft, and that makes for a light, fast and just plain fun run. And with a textile and mesh upper and TORSION® SYSTEM support, these shoes breathe well and offer stability in the midfoot to push you past your personal best.
Break new ground in the Springblade. These highly evolved women’s shoes are sending a shock through the performance running world with their unique blade outsole and smooth, floating-on-air feel. Athletes virtually levitate on 32 lightweight polymer blades, ergonomically tuned and angled to absorb shock and propel you forward with every strike. A seamless, foot-hugging techfit™ mesh upper adds to the sleek form of these cutting-edge runners.
Go farther and feel lighter in these women's running shoes, engineered with groundbreaking boost™ foam cushioning that provides endless energy return. The upper is built with stretchy FORMOTION® for a contoured fit that supports your natural stride.
Picture the best run you’ve ever had. Now picture it lighter, faster and with more energy. The all-new boost™ midsole on these women’s shoes gives you an amazingly soft and bouncy feel that isn’t overcushioned, so you can run right past your current PB before you even knew you passed it. The techfit™ upper has a seamless, sock-like fit that stretches and flexes as you run, and a TPU cage gives the foot stability. With TORSION® SYSTEM support in the midfoot and a stable heel counter.
1924
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1993
1960
PUMA partn er Armin H ary continue the compan s track and fie y’s success story in ld and wins gold in the 100 meter s in Rome. In at the Olympic Games the same ye ar, PUMA is the first spor ts shoes m to use the technologica anufacturer lly advanced vulcanizatio n productio n technique whereby th , e sole and the shaf the boot ar e bonded. t of
Jochen Ze itz is appoint ed Chairman age of 30, and CEO at becoming the the yo German hist ory to head ungest Chairman in a public co mpany. Zeitz has sp earheaded and held p for the rest rimary resp ru onsibility difficulties at cturing of PUMA, whi ch was in fin the time. H e manages an a low price to turn OUM cial brand into A from a premium company an Sportlifesty d le good indus one of the top 3 bra nd try by sticki ng to a long s in the sporting term develop plan that he ment introduces in 1993.
2009
1948
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1986
The company goes public and the PUMA stock is traded on the Munich and Frankfurt stock exchanges.
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This trainer eats itsy bitsy for breakfast. BioWeb Elite Plus is engineered to deliver maximum cushioning and stability by wrapping the foot with an innovative cage design. This evolution further explores the concept of a "spider web" with its fresh, translucent WebCage execution which offers lightweight and flexible support that doesn't compromise durability. WebTech, a flexible TPU heel wrap, provides impact protection and cushioning. The overall design plays with negative space, carving into the outsole tread and minimizing materials to reduce the overall weight. It's a shoe with functionality from top to bottom so you can catch your stride – and hold on tight.
Built specifically for the female runner and athlete with a lightweight and technical platform and a minimal and deconstructed upper, the Faas 300 v3 will make any female runner feel lighter and faster and look her best. A performance training shoe, it has an 8mm HTD for a smooth transition. Lightweight and minimal no-sew overlays provide optimum support while keeping the weight down. And the FaasFoam+ midsole with EverRide+ forefoot blown rubber means more cushioning now, later, and way later.’’
The FormLite XT Ultra is a sleeker, fitter version of its former self – and can keep up with your every crunch, bend, and kick. Evolved and geared for fit and flex, it's lightweight with an aerodynamic design. The form-fitting upper is equipped with breathable, open mesh and hot-melt overlays for a slim-and-trim aesthetic. The midsole is cushioned with lightweight EVA, while rubber pods at the outsole provide grip. Finally, the feather-inspired outsole's cutouts create flex grooves which reduce weight and maximize performance. Which means stronger, steadier twists and turns and trucking through 45 minutes and then some.
Performance racing shoe...or fashion statement? The Narita v2 pulls double duty with aplomb, pairing the latest in lightweight running technology with standout good looks. The shoe's semi-engineered mesh, key for breathability, speaks a unique design language – while tech features like an injection molded EVA midsole, EverRide and EverTrack rubber at the bottom, and a reflective PUMA Formstrip for extra visibility give the Narita plenty of cred amongst the serious runner set.
The Mobium XT is lightweight, minimal, breathable, and sleek – with support in all the right places. Key design elements are taken from the PUMA Mobium running shoe. But this crosstraining version's midsole is built lower to the ground to help increase agility, enhanced by new features such as a pivot point and TPR layer for support when you kick, bend, and crunch. The Mobium XT Band through the outsole's forefoot allows the foot to move and expand freely. It works together with the outsole's deep flex grooves to support side-to-side movement. The forefoot's Mobium Fit Band attaches to a lacing system for adjustable support. Finally, the women's specific last and fit means this shoe is made to move with you, not against you.
Picture this: you're cozied up on the couch. Half changed into your gym gear. Seriously contemplating catching a workout class. Yet...you could just as easily stay put for hour 19 of that home design show marathon. But slip on your cute, colorful Bubble XTs, and – all of a sudden – you're inspired to sweat out all that real estate drama. After all, the Bubble XT has some authentically sporty genes with its innovative bubbleshaped cushioning pods, plus a colorful, on-trend silhouette that's perfect for the commute to and from a workout. (Full disclosure: these kicks are just as cute for a lazy day in front of the TV. But, c'mon, that's why they invented DVR.)
1908
1906
TION M INNOVA BORN FRO
to relieve s an effort a d e ir rt ta s ll It a stay on the rior It all started help them e p d u n s a th in a o p b t o to laborers' fo ce, our commitment as h it in o create feet. Ever s people wh fts t o ra c fo ' e rs th nd labore footwear a rt to relieve ce, ffo in e s n r a ve d E le t. their fee n been unriva o y ta s n a m twear d elp the uperior foo pain and h s th o b to t en been our commitm ple who create it has o e the craftsp unrivaled.
NEW BALANCE ARCH
CO.
Arch support for problem
feet.
1981
NEW BALANCE FOUDNATION ESTABLISH ED Designed to meet the ne eds of athletes who move directly from one sport to the next
1938
COMF ORTS MEETS
1992-PRESENT# PERFO R
With o MANC ur fi E# superio rst running sh r comfo oe, we rt witho delivere perfo d deman rmance com ut sacrificing ded — the petitive runners with a a package s money -back o good it ca me guaran tee.
1960
NEW ERA OF FIT The first running shoe in the industry to be offered in widths, the Trackster revolutionized the idea of fit and galvanized our mis sion to provide every person, no matter their foot size or shape, with the best fitting shoe possible .
AN AMERICAN ICON With each generation we continued to improve comfort and performance, adding our latest technologies to an already impressive base. And while other companies were moving production offshore, the 990 continued to proudly bear its MADE IN THE USA tag.
Featuring world-class design and an amazingly light ride, the New Balance 890v4 neutral running shoe revolutionizes the look and feel of high performance. Responsive REVlite cushioning helps you feel fast mile after mile, while a FantomFit no-sew overlay upper uses panel-like construction to ensure a secure arch wrap. The women's 890v4 also features a blown rubber outsole and ABZORB® crash pad for even more cushioning, lessening the shock of every strike.
Our most minimal road shoe, the Minimus Zero v2 is quite aptly named. The more natural Minimus design features the ultra-light support and flexibility of a onepiece FantomFit upper, the responsive cushioning of a REVlite midsole, the superior traction of a Vibram® outsole and odor-resistant materials. If you’re looking for a barefoot-inspired running experience in a shoe that can withstand the ruggedness of the road, look no further than the Minimus Zero v2.
Built with ACTEVA® LITE technology which provides a premium, lightweight midsole for optimal resistance to compression, plus the onand off-road durability of the AT Tread® system, the New Balance 610v3 blends the perfect balance of trail running performance with legendary on-road support you expect from New Balance.
Feel the science of soft with Fresh Foam, an innovative midsole created from a single piece of foam that provides a lower, more natural underfoot feel. Developed using specialized design software, this lightweight women's running shoe also features breathable air mesh and simple no-sew overlays that wrap the foot in the right places. A full-groundcontact, blown rubber outsole complements the shoe's cushioning and delivers a smooth ride. The New Balance Fresh Foam 980: incredibly soft yet stable.
Feel the need for speed? The New Balance 1400 racing flat was designed to achieve an ultralight racing experience, with the responsiveness of a REVlite® midsole and enhanced stability of a welded upper. Not only that, but it’s available in a range of clock-stopping colors.
The Minimus Zerov2 Trail is the shoe for you when you want to take the trail less traveled. The Zerov2 boasts an aggressive outsole, sticky rubber and XL lug heights for greater traction and responsiveness, and a full-length REVlite® midsole. The cleat-like appearance gives some indication to the grip and performance this shoe offers. The Zerov2 also features added toe protection and heel support for those rugged runs.
6 MONTHS PLAN (FEB-‐JULY 2014)
SALES BY STORE/LOCATION
ASSORTMENT PLAN BY FABRICATION KEY FABRICS/ MATERIALS
SALES BY CLASSIFICATION/ ATTRIBUTE RUNNING SHOES