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 â&#x20AC;¦
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 Nikeâ&#x20AC;&#x2122;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