H Y P E R C O M P R ES S I O N
6 . 3 . 2015 Jack Graham | Mikaela Kennedy | Courtney King | Tevin Tavares
THE SITUATION Nike Hypercompression sales are low in comparison to base layer garment sales.
UNITS SOLD ANNUALLY 10,000
10,000,000
Nike Hypercompression
Nike Pro Base Layer
NIKE: THE OBVIOUS CHOICE.
PROCESS
1 3 3 9
Preliminary Survey Secondary Surveys Focus Groups One-on-one Interviews
THE PROBLEM
MOST ATHLETES DO NOT KNOW WHAT COMPRESSION GEAR CAN DO FOR THEIR BODY. This information is not communicated to the consumer due to a lack of sharing proper information on the product’s function and benefits in stores, online, or on the garment.
THE CHALLENGE How do we inspire males 17-24 years old to want to wear compression? How do we effectively communicate the benefits? If they do not know the benefits of compression gear and do not understand how it has the potential to improve their athletic performance, they will not purchase HyperCompression gear. Visually, there are differences between Nike Pro base layer and HyperCompression gear in fabric, but the largest discrepancy lies in the pricing. If there is no major difference between the products, they will almost always purchase the less expensive item.
LOYALTY As kids of the late ‘80s and early ‘90s, the milennial generation developed an allegiance to Nike early on as it gained popularity as the leader in street style, and continue to regard it as the gold standard in athletic performance apparel. This generation has grown up with the brand coming into a presence of its own, turning athletes into icons and encouraging dreams to become realities. Nike has always been there, from little league games, to state track meets, to PRs. Nike maintains its promise to be there for them in the future.
THEY ALREADY SEEK NIKE FOR ALL THEIR ATHLETIC APPAREL NEEDS.
NIKE HYPERCOMPRESSION: THE COMPLETE SUPPORT SYSTEM.
THE TRUTH Compression is one of the best things an athlete can do for his body. Compression keeps the athlete’s muscles tight, which helps reduce soreness and the chance of injury. Blood circulation is increased, accelerating muscle recovery. Zoned compression gives the wearer a “locked-in” feel, that makes him feel secure and supported. Athletes shouldn’t have to worry about their compression gear moving around and creating unnecessary distractions. Increased proprioception hightens body awareness for the athlete, providing him with more stability so he’s confident in-game.
CONSUMER TRUTHS LAND “I thought that everything that was close-fitting or compression was Under Armour.” - JALANI, 19
SNOW “I feel like Under Armour is more well known for their compression, and there’s more versatility in style.”
WATER
- SHANNON, 23
“I went with Under Armour to begin with, but ultimately went with Nike because of the style. It fits well, even though it can be expensive.” - CONNOR, 20
INSIGHT ANALYSIS Nike was everyone’s first athletic shoe, Under Armour was everyone’s first piece of compression gear. Milennial athletes refer to compression gear, regardless of brand, as “Under Armour.” Under Armour and compression gear have become synonymous over the last decade. Knowledge of Nike compression gear is not widespread, and those who are aware of it typically don’t understand all of its benefits. Nike Pro’s compression line has the potential to be worn by every athlete across the elements, regardless of sport. There is a chance to take the marketshare of in-game endurance compression gear, if its benefits are properly communicated to the consumer.
OPPORTUNITY In order to increase sales in the Nike Pro HyperCompression line, Nike needs to educate Milennials on the features and benefits of compression gear. When these athletes understand what it can do for their body and athletic performance, it will create a necessity around the product. By simply stating the features and benefits of HyperCompression gear, it will become clear to the athlete that it is the ultimate product. Nike has the ability to educate a generation on the benefits of HyperCompression.
NIKE’S OPPORTUNITY: TO BECOME SYNONOMOUS WITH INCREASED ENDURANCE BECAUSE OF HYPERCOMPRESSION.
I’M A FORCE TO BE
RECKONED WITH
MY FEET ARE
PLANTED BUT NOTHING WILL HOLD ME BACK
THIS IS MY
ELEMENT
I’M LOCKED-IN.
SOLUTIONS To clarify and educate the consumer on the features and benefits of HyperCompression, there needs to be call-outs online, in stores, and in public detailing each facet of the product. This will be done by highlighting the three main components of HyperCompression: Zoned Compression, Stability, and Support, which are essential to improved performance and accelerated recovery.
SOLUTIONS Currently, the online product description is far below the photo and point of purchase. This is problematic because the consumer doesn’t know to scroll to the bottom of the page. If they do, the benefits listed are more like features of the product itself, not compression. By placing the features and product descriptions next to the photo, product knowledge will become more clear. Creating a new subheader titled “Benefits” will briefly and effectively communicate the physical benefits of HyperCompression gear.
SOLUTIONS Milennials respond well to social media experiences. It serves as a way for these athletes to interact with their favorite brands, and for the brands to directly communicate with the consumer. Engaging with milennial athletes through Facebook is the best media channel because they feel an incessant need to stay connected to their network. Bold, eye-catching visuals will break up their newsfeeds and create a curiosity of what HyperCompression is. This will begin trickling into their newsfeeds through other, more established Nike Facebook pages, and will lead them to the HyperCompression page. Media impressions ranging from “likes,� to comments, to shares will generate buzz about this new product.
THE OPENING The Opening showcases the highest rated and most recognized high school football athletes in the country. This gathering of top-performing athletes can be used as an avenue to gain consumer insights and for these athletes test out the product. In doing this, Nike will equip them with the proper knowledge behind HyperCompression and its benefits. Due to extensive sports media coverage and exposure Nike and these athletes receive, it creates the perfect platform to introduce HyperCompression.
GET LOCKED IN. ZONED COMPRESSION Gives the wearer a “locked-in” feel that keeps him secure. Athletes shouldn’t have to worry about their compression gear moving around, creating unnecessary distractions.
STABILITY Heightens body awareness for the athlete, providing him with more stabiliity so he is more confident in-game.
SUPPORT Compression keeps the athlete’s muscles tight, which helps reduce soreness and the chance of injury. Blood circulation is increased, accelerating muscle recovery.
JACK GRAHAM III Strategist / Illustrator
MIKAELA KENNEDY Designer / Copywriter
Zombies, Hip-Hop, and Thai food. Been doodling in my notebook since ‘94.
Graphic designer from the Pacific Northwest, and Michael Jackson encycolpedia.
jg31717@gmail.com www.jackgrahamiii.com
kennedymikaela@gmail.com www.mikaelakennedy.com
COURTNEY KING Designer / Producer
Wherever I go my camera goes too, as I continously scan my environment for aesthetic potential. I aspire to create beautiful imagery people will gravitate to. kmcourtie@gmail.com www.courtneymarieking.com
TEVIN TAVARES Strategist
Cool, calm, and collected. tevin_tavares@yahoo.com www.tevinjtavares.com