NIKE Retail project

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AIM Find an unsaturated sports trend

Enter an exploding market unexplored by Nike

Put the bricks for a future Nike retail chain


BRAND

1971 Just Do It From Normal Guy to Hero 1771 Stores – 60% of marketshare


TRAITS Champion exploitation

Multiple personalities

Research Lab Exploring Team


SWOT Strengths -  -

Opportunities -

60% sports market = Nike - Reference for EVERY athlete

-

Overexposure

- Lifestyle <-> Performance (Credibility)

Weakness

Find Unsaturated gap

- Expand lifestyle – Big potential market -

Diluition of brand equity

- Lose authenticity à Lose loyal client

Threats


BUSINESS MODEL OVEREXPOSED PERFORMER

DIFFERENT TECH/SPORT

SOCCER RUNNING LIFESTYLE SWIMMING ATHLETICS DAY/NIGHT …


RESEARCH


SPORTS MARKET High Price

Nike presence in all different market segments Huge variety of products

Performance

Lifestyle

Different positioning per sport

Low Price


SPORT BY SPORT

Huge growth since 2012

Recovered from period of crisis

Second most important sport worldwide

3% increase in participation

but

China and Europe need growth

Tennis watched 14% more in 2015

Great to combine with Yoga which is growing strongly

2 year long decline in popularity

Negative growth trend since 2008 Potential as sport but not able to gain enough awareness


TREND

Bodyweight training is the biggest sports trend 2015

CROSSFIT

“Nike CrossFit” searches on Google:

2010: 15 affiliated gyms 2015: 11000 affiliated gyms 2011: 25.000 pros 2014: 210.000 pros 2009

2011

2013

2015


CROSSFIT

High intensity bodyweight training

From individual to community A running clock


COMPETITION


IDEA Break the Crossfit Market 3 Years Plan with 3 Openings for 1° Year Create Teams Complete New Retail Experience


NEW MODEL UNDEREXPOSED PERFORMER

W.O.D OPEN GAMES PRO GAMES

HIGH P. CASUAL P.


THE CLIENT Underexposed Performer Sustainable Self-made


STORE Store for Public and Training facility for a few

Get-together CrossFit Community

Fitness specialists Sales Associates Coaches


THE BOX

London 450 sqm

Stratford Place 16-19

Divided in 3 part Store, The Box, locker room


LAUNCH 2 1 The athealtes do a work out preparation for the games untill 6 months before

1 month before we communicate the openings and the 3 partecipation of the Nike’s athletes to the Crossfit games Close to the public for 6 months


3D MODEL VIDEO


BUDGET Rental Fee 990.000 € Trainers 250.000 € Sales Associates 200.000 € Cost of Goods 450.000 € Net Revenue 5.416.000 € EBITDA 2.130.000 € Amortizations 802.000 € Total Investments 4.435.000 €


FUTURE

Nike as the future of fitness = Huge market A Global chain of Nike stores and independent Boxes


FINAL VIDEO


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