Nike Free

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Introduction - Nike
Nike is the company with one of the most recognised logos in the world – the “swoosh” logo. They are the worlds’ largest sports and fitness company and are a leader in sports equipment research and development earning an estimated US$14 billion in revenue.
Nike anticipates the needs of the consumer and this innovation is what sets them apart from its competition. They have a desire to design products which will give definite technological benefits whilst enhancing an athletes’ performance.
Nike have a sports research laboratory in Oregon in the United States and this research and development centre identifies the physiological needs of athletes. This laboratory takes and idea and researches and prepares a design brief. The brief is then passed over to Nikes design kitchen who talk to coaches regarding training methods etc and also discusses athletes’ wants and desires. Ultimately a design is born.
Nike Free
Nike Free was designed to imitate barefoot running as during Nike’s research they discovered that coaches were training their athletes on grass with no shoes. These coaches believed that the athletes were stronger, less prone to injury and were healthier.
Sports shoes were somewhat restrictive and Nike recognised a need to change this in order for athletes to become faster. Nike developed a comprehensive picture of the biomechanics of barefoot running and developed prototypes using materials which would closely mimic barefoot running.
The goal was to use Nike Free in conjunction with more traditional, supportive running shoes acting as a training technique. During studies athletes’ were found to have become stronger and more flexible.

Marketing Mix
Product Details – Footwear designed to imitate barefoot running and used as a training tool. Nike Free has shown to give significant improvement in speed, lateral movement and co-ordination in the range of 10-20 percent. These results were based on wearing the shoe for only two



Bibliography: P Rix, Marketing: A Practical Approach, Edition7, 2011, McGraw-Hill Aust Pty Ltd , 82 Waterloo Rd, North Ryde Nike: Product Development from concept to customer, 25/1/13, wwwaafribiz.com.au/case-studies/nike-developing-nike-free www.nikefree.com 25/1/13 www.marketingteacher.com/lesson-store/lesson-three-levels-of-a-product. 27/1/13 www.nikeinc.com 27/1/13 www.slidesharecdn.com 28/1/2013

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