Nike Free-Presentation to the Board

73,772 views
72,990 views

Published on

Published in: Lifestyle, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
73,772
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
182
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Nike is the largest seller of athletic footwear in the worldMarket Share = ?
  • NIKE designers learned from legendary Stanford track coach Vin Lananna that barefoot training was being used more commonly to strengthen and reawaken athletes' feet. Coach’s only concern was when athletes would run barefoot off-campus. NIKE introduced the NIKE Free product in 2005 which was the first ‘minimalist’ running shoe.
  • Segmented Sole Segmented sole allows fluid barefoot like movement.
  • Dynamic upper Highly breathable light weight mesh. Tongue and Stitch-less design for barefoot comfort. Asymmetrical lacing system reduces pressure points.
  • Cushioning and support for impact absorption and traction. Ultra light weight construction using Phylite material
  • Dynamic upper Highly breathable light weight mesh. Tongue and Stitch-less design for barefoot comfort. Asymmetrical lacing system reduces pressure points.
  • Dynamic upper Highly breathable light weight mesh. Tongue and Stitch-less design for barefoot comfort. Asymmetrical lacing system reduces pressure points.
  • Nike+ allows tracking technical run data including pace, distance, time elapsed and calories burned which is transmitted wirelessly to your device for real-time feedback while you train. Nike+ site allows user to create challenges and goals, access to virtual coach, review maps. Nike Running club is ______ members strong, the largest running club in the world.
  • In households with higher incomes, well over half have purchased a pair of sneakers in the last 12 monthsAcross all income brackets, Nike has been the #1 brand for those making sneaker purchases in the last 12 months
  • “Purchases of running shoes that are ‘used for running’ continue to show strength as core runners around the globe remain passionate about their lifestyle,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc., “While purchases of ‘running shoes used for leisure’ are being challenged by new product offerings as well as some lingering economic pressures.”Both in the U.S. and Europe, runners are willing to pay a premium; in the U.S., runners spend an average of $14.04 USD more on their footwear than leisure wearers, and in Europe’s Big 5* they pay €9.80 more
  • Nike is the largest seller of athletic footwear in the worldFueling the growth of our NIKE Brand footwear business was the increased demand in our performance products, including the NIKE Lunar and Free technologies which are used across multiple categories. The increase in NIKE Brand footwear revenue for fiscal 2011 was attributable to a high single-digit percentage increase in unit sales along with a low single-digit percentage increase in the average selling price per pair. The increase in unit sales was primarily driven by double-digit percentage growth in Running, Men’s Training, Action Sports and Women’s Training products, while the increase in average selling price per pair was primarily driven by price increases on selected products and fewer close-outs as a percentage of total sales.
  • 9 categories Action Sports, Mens Training, Women’s Training, Basketball, Football, Running, Sportswear
  • Is: web-based and mobile technologies
  • Nike Free-Presentation to the Board

    1. 1. Dec 6, 2011 Board Presentation: Marketing Plan
    2. 2. Agenda: i. Executive Summary………………..(p.3) ii. Situation Analysis…………………..(p.8) iii. Product Overview…………………..(p.11) iv. Competition…………………………(p.19) v. Market Analysis………………….....(p.23) vi. Product Branding………………......(p.29) vii. Financial Analysis……………….....(p.41) viii. Marketing Strategy…………………(p.46) ix. Q & A …………………...…………...(p.70) NikeFree Run 2+ 2
    3. 3. 3NikeFree Run 2+
    4. 4. Mission: Principal business is the “design, development and worldwide marketing and selling of high quality footwear, apparel, equipment, and accessory products.” Company goal is to “deliver value to our shareholders by building a profitable global portfolio of branded footwear, apparel, equipment and accessories businesses.” Corporate strategy is to “achieve long-term revenue growth by creating innovative, "must have" products, building deep personal consumer connections with our brands, and delivering compelling retail presentation and experiences.” NikeFree Run 2+ 42011 10-K filing
    5. 5. Place: North American Market 36% of Revenues in 2011, 35% (2010)  363 Stores  20,000 Retail accounts International Market 64% of Revenues in 2011, 65% (2010)  393 Stores  20,000+ Retail accounts NikeFree Run 2+ 52011 10-K filing
    6. 6. Customers: Products are marketed through 2 channels:  Direct to Customer (B-to-C)  700+ NIKE owned retail stores including NIKETOWNs & NIKE Factory Outlets  Internet sales at www.nike.com  Wholesale Distribution (B-to-B)  Independent distributors & licensees in over 170 countries worldwide  Partnered Experiences with major athletic retailers (shops within shops): • Dick’s Sporting Goods “Fieldhouse” • Foot Locker “House of Hoops” • Finish Line “NIKE Running Lab” NikeFree Run 2+ 62011 10-K filing
    7. 7. Product Revenue: NikeFree Run 2+ 7 (in millions of USD) FYE 2011 ∆ % FYE 2010 ∆ % FYE 2009 Overall Contribution Footwear 11,493 11 % 10,332 0 % 10,307 Apparel 5,475 9 % 5,037 -4 % 5,245 Equipment 1,013 -2 % 1,035 -7 % 1,110 Other 2,881 10 % 2,610 4 % 2,514 Total Revenues 20,862 10 % 19,004 -1 % 19,176 (in millions of USD) FYE 2011 ∆ % FYE 2010 ∆ % FYE 2009 Footwear North America 5,109 11 % 4,610 -2 % 4,694 Western Europe 2,327 0 % 2,320 -3 % 2,385 Central & Eastern Europe 600 8 % 558 -17 % 673 Greater China 1,164 22 % 953 1 % 940 Japan 396 -9 % 433 1 % 430 Emerging Markets 1,897 30 % 1,458 23 % 1,185 Overall Contribution 11,493 11 % 10,332 0 % 10,307 55 % 54 % 54 % 2011 10-K filing
    8. 8. 8NikeFree Run 2+
    9. 9. Benefits:  Strengthens the muscles, tendons and ligaments of the foot  Endorses a natural running posture that is less susceptible to injury Claims:  Shoes provide support, which doesn’t allow the foot to strengthen and support it self  Shoes reduce proprioception, the body awareness of itself to its environment  Shoes add mass to the foot, slowing down the runner Starting out:  People are encourage to start by walking barefoot, increasing their time gradually so that the sole has time to become conditioned. Barefoot Running: NikeFree Run 2+ 9http://design.spotcoolstuff.com/barefoot-running-shoes/newton-vibram-five-fingers
    10. 10. Minimalist Footwear: NikeFree Run 2+ 10 Lightweight Footwear – shoes that weigh 9oz or less in men’s shoe size 9  Accounted for 28% of the running category during 2Q 2011 Minimalist Footwear – subset of lightweight, designed to emulate the barefoot running style while protecting your feet from the hazards of hitting bare ground  Accounted for 5% of running category for same period According to market analysis firm SportOneSource, Lightweight products are on track to hit $1.8 Billion in sales in 2011. "It's such an important new idea in footwear that in a couple of years, we probably won't be talking about lightweight anymore, because everything will be lightweight…But right now, everyone is playing the hot hand, so they'll be putting their marketing dollars behind it." - Matt Powell, analyst with SportOneSource`
    11. 11. 11NikeFree Run 2+
    12. 12. Product Highlights: NikeFree Run 2+ 12
    13. 13. Product Highlights: NikeFree Run 2+ 13
    14. 14. Product Highlights: NikeFree Run 2+ 14
    15. 15. Product Highlights: NikeFree Run 2+ 15
    16. 16. Product Highlights: NikeFree Run 2+ 16 Nike+ sensor: $19 Nike+ iPod kit: $29 Nike+ SportBand: $59
    17. 17. NikeFree Run 2+ NikeFree Run 2+ 17 Since 2005, the line has undergone numerous revisions to improve performance, comfort and durability Nike Free offers two levels of barefoot feel with 3.0 and 5.0 soles, allows users to enter the market and train at their own pace/comfort.  All models are lace-up style  Extremely breathable  Provide cushioning without sacrificing barefoot feel  Nike + and Nike ID available options 5.03.0
    18. 18. Customerization: Customerization with Nike ID Free to chose Cushioning: with 5.0 and 3.0 sole for reduced weight and enhanced flex. Width: standard or wide. Materials: matte, reflective synthetic, or water resistant treated. Colors: choose the base mesh, accent webbing, lining, laces, mid sole rim, sole. ID or Logo on tongue top. NikeFree Run 2+ 18
    19. 19. 19NikeFree Run 2+
    20. 20. Adidas Climacool Sketchers Gorun Vivobarefoot Evo Saucony Kinvara Saucony Hattori $90 $80 $120-160 $90 $79-89 NikeFree Run 2 + Vibram FiveFingers New Balance Minimus Merrell “glove” Reebok RealFlex $90 Base $95 w/ Shield $115 w/ Nike ID $90-125 $99 $110 $90 Competition: NikeFree Run 2+ 20
    21. 21. Points of Parity:  Promote barefoot feel and movement  Lightweight minimalist construction  Breathable upper  Flexible sole NikeFree Run 2+ 21 NikeFree Run 2 + Vibram FiveFingers New Balance Minimus Merrell “glove” Reebok RealFlex
    22. 22. Points of Differentiation: NikeFree Run 2+ 22 NikeFree Run 2 + Vibram FiveFingers New Balance Minimus Merrell “glove” Reebok RealFlex Std Price $90 Std Price $90 $99 $110 Std Price $90 Sole choices 3.0, 5.0 Vibram Sole Vibram Sole Vibram Sole Lace up style Std Lace up style Std Lace up style Std Lace up style Std Glove-like fit Glove-like fit Glove-like fit Glove-like fit Supportive Cushioning with barefoot feel Minimal “drop” Minimal “drop” Minimal “drop” Supportive Cushioning Available at major retailers Specialty Stores Available at major retailers Specialty Stores Available at major retailers Nike ID Customization Nike +
    23. 23. 23NikeFree Run 2+
    24. 24. Customer Expectations: The Nike brand of athletic shoes is the most popular among the younger sets, with popularity diminishing with age; over-65’s are least likely to purchase this brand. Nike…has built a reputation on pushing the limits of athleticism, and…they (consumers) will buy these shoes because of that very perception of athleticism that is bestowed upon them via purchase. NikeFree Run 2+ 24 Source: Mintel/Experian Simmons NCS/NHCS: Winter 2010 Adult Full Year - POP Brand of Athletic shoes in last 12 months, Feb 2009-Mar 2010 Base: 13,740 adults who bought athletic shoes in last 12 months
    25. 25. Positioning the Customer: NikeFree Run 2+ 25 Sneakers Purchased in last 12 months $75K-$99.9K - 59% $100K+ - 63% 0 0.1 0.2 0.3 0.4 Other Hiking Aerobic Tennis Basketball Cross-Training Exercise/Walking Jogging/Running Casual 14% 4% 5% 6% 9% 16% 26% 30% 34% $100K+ households Mintel/Experian Simmons NCS/NHCS: Winter 2010 Adult Full Year - POP
    26. 26. Target Market: NikeFree Run 2+ 26 Potential Market - All sneaker buyers who have a favorable opinion of the Nike brand Available Market - All types of runners and casual/style sneaker wearers who already own, or would, own Nike shoes http://www.prweb.com/releases/running_shoes/market_research/prweb39 56384.htm Weekend Warrior 20 - 25 miles per week 25 - 35 years old male and female This person is looking for quality and an affordable price. Running for Attention 6 -10 miles per week 30 - 55 years old male and female This person wants to look like a runner regardless of ability. True Runner 20 - 40 miles per week 25 - 45 years old male and female This person wants the latest in technology, regardless of price.
    27. 27. Unique Selling Proposition: NikeFree Run 2+ 27 The NikeFree Run 2+ Is The Ultimate Running Trainer Strengthens Feet That Reduces Injury Enhances Performance For The “Competitive” Runner
    28. 28. Strengths: NikeFree Run 2+ 28 Pioneer in the Barefoot Market Strong Brand Portfolio Celebrity Athlete Endorsements Research & Development Wide Supplier Base http://galenet.galegroup.com.ezproxy.lib.uconn.edu/servlet/BCRC?vrsn=unknown&l ocID=22516&srchtp=glbc&cc=1&c=1&mode=c&ste=60&tab=1&tbst=tsCM&ccmp=Ni ke+Inc.&mst=nike+&n=25&docNum=DC306325&bConts=8993
    29. 29. 29NikeFree Run 2+
    30. 30. SWOT Analysis: NikeFree Run 2+ 30 Strengths •Capacity of Innovation, Brand recognition •Light weight & Durable •Strong CRM, Celebrity spokespersons •Marketing campaigns Weakness •Adoption Time •Not for watering activities •Lack of Search Engine Techniques Opportunities •Innovation •Expansion into emerging markets •Internet sales - Growing e- commerce’s positive •Sports Events Threats •Competitors •Company’s business model •The impact of foreign currency fluctuation •Labor and political unrest
    31. 31. Five Force Analysis: NikeFree Run 2+ 31 Threat of entry (Low/Medium) Supplier Power (Low) Threat Of Substitute (Low/Medium) Buyer Power (Low) Rivalry (High) Source: Group Estimate
    32. 32. 5 Product Levels: NikeFree Run 2+ 32 Fun Running Experience – Track your success Flexibility in Options and Appearance Quality, Durable Shoe Comparably Priced Stronger Foot & Leg Muscles to reduce Injury Barefoot Running Experience
    33. 33. Value Proposition: NikeFree Run 2+ 33 Durable Responsive Cushioning Flexibility Customizable Nike+ Vibram FiveFingers New Balance Minimus Reebok RealFlex Saucony Kinvara Adidas Climacool Vivobarefoot Evo Merrell “glove”Saucony Hattori Nike Free Run 2+
    34. 34. Distribution Channels: NikeFree Run 2+ 34 http://www1.american.edu/carmel/ms1137a/industry.html Class Derived this data from 2.8% of Nike share
    35. 35. Pricing Calculator: NikeFree Run 2+ 35 Availability Of Substitutes Characteristic Relative to Competitors Brand Positioning Income/ Target Markets Price/ Strength Of Demand For Related Products Market Environment Competition Source: The art of Pricing - Rafi Mohammed
    36. 36. Brand Messaging: NikeFree Run 2+ 36 Sincerity •Down – to earth •Honest •Wholesome •Cheerful Excitement •Daring •Spirited •Imaginative •Up-to-date Competence •Reliable •Intelligent •Successful Sophistication Charming Ruggedness •Outdoorsy •Tough Jennifer Aaker – Dimensions of Brand Personality http://www.youtube.com/watch?v=hbV6qsWEESw Video - Our Brand
    37. 37. Customer Based Branding: NikeFree Run 2+ 37 High Quality Shoe High Technical Performance Symbol of Status Innovation Achievement Activities To bring inspiration and innovation to every athlete* in the world *"If you have a body, you are an athlete." - Bill Bowerman
    38. 38. Growth Rate: NikeFree Run 2+ 38 Nike Free Market Share Revenue in Billions Nike Revenue Growth Source: Google Insight & Factivia Data
    39. 39. Sustainability Framework: Strategies  Economies of scale  NIKE Sports research Lab  Better Financial Controls  Customer Engagement – Design new products NikeFree Run 2+ 39 Comparative Advantage Valuable Rare Non- Imitable Non- Substitutable Assessment Brand Recognition Y Y N Y Sustainable Cost Efficiency Y N/A N N Temporary Inventory Management Y N/A N Y Sustainable Product Quality Y Y Y Y Sustainable Effective – In Store operation Y N N N Temporary Contemporary Strategy Analysis - Grant R.M Values are Group Estimates
    40. 40. Product Lifecycle: NikeFree Run 2+ 40 Video – NIKE FREE http://www.youtube.com/watch?v=jO2oBiZ6k2k&feature=related
    41. 41. 41NikeFree Run 2+
    42. 42. Nike Running Growth: Running accounted for 24% of Footwear sales in Fiscal 2011  30 % Growth in 2011  “Running is one of our most important innovation engines. Lunar technology, Dynamic Support, the Tempo Short and NIKE FREE all came out of the Running category.” – Charlie Denson, President “Fueling the growth of our NIKE Brand footwear business was the increased demand in our performance products, including the NIKE Lunar and Free technologies which are used across multiple categories.”  “The increase in unit sales was primarily driven by double-digit percentage growth in Running, Men’s Training, Action Sports and Women’s Training products.” NikeFree Run 2+ 422011 10-K filing, Earnings Release FY2012 Q1
    43. 43. Footwear Market: US NikeFree Run 2+ 43Mintel Forecast for U.S. Footwear Sales 2011-2015
    44. 44. Budget & Expectations: figures in USD $MM (include currency translation effects) 2008 2009 2010 2011 CAGR 2012 Total Revenues 18,627 19,176 19,014 20,862 4% 21,665 Footwear Revenues: 9,733 10,307 10,332 11,493 6% 12,148 % of Total Revenue 52% 54% 54% 55% 56% Western Europe 2,411 2,385 2,320 2,327 -1% Central & Eastern Europe 702 673 558 600 -5% Greater China 738 940 953 1,164 16% Japan 374 430 433 396 2% Emerging Markets 1,031 1,185 1,458 1,897 23% North America 4,477 4,694 4,610 5,109 4% 5,339 % of Total Footwear 46% 46% 45% 44% 44% Demand Creation Expense* 2,308 2,352 2,356 2,448 2% 2,496 % of Total Revenue 12% 12% 12% 12% 12% Total Footwear Marketing Budget** 1,206 1,264 1,280 1,349 4% 1,400 North American Footwear Marketing Budget** 555 576 571 600 615 *Consists of advertising and promotion expenses, including costs of endorsement contracts **Theoretical, calculated by growth & "% of Sales" NikeFree Run 2+ 4410K Filing
    45. 45. Budget & Expectations: figures in USD $MM (include currency translation effects) 2010 2011 2012 Total Revenues 19,014 20,862 21,665 Footwear Revenues: 10,332 11,493 12,148 Running Revenue 2,100 30% 2,730 30% 3,549 % of Total Footwear Revenue 20% 24% 29% North American Footwear Marketing Budget** 571 600 615 Running Shoe 80 84 123 % of Total Demand Creation Expense * 14% 14% 20% *Consists of advertising and promotion expenses, including costs of endorsement contracts **Theoretical, calculated by growth & "% of Sales" NikeFree Run 2+ 45 10K Filing http://invest.nike.com/phoenix.zhtml?ID=1422879&c=100529&highlig ht=&p=irol-newsArticle Category Offense 2011* 2012 Action Sports 14% > 20% Basketball 14% 6.7% Football 14% 6.7% Running 14% > 20% Sportswear 14% 6.7% Training (M) 14% > 20% Training (W) 14% > 20% 100% 100% *Assumed as flat percent 2 Major Running Lines: Free 50% $61.5 Lunar 50% $61.5
    46. 46. 46NikeFree Run 2+
    47. 47. Strategy Execution: Past Nike Free launched at the height of the barefoot running trend Strong advertisement presence Strong media presence  New York Times  Oprah listed the Frees on the “One of Her Favorite Things” episode in 2005  Commercial campaigns: http://youtu.be/8u-yA6fe_Ts NikeFree Run 2+ 47 http://www.nytimes.com/2005/06/23/fashion/thursdaystyles/23Barefoot.html?pagewanted=2 http://nl.newsbank.com/nl- search/we/Archives?p_product=MWSB&p_theme=mwsb&p_action=search&p_maxdocs=200&p_topdoc=1 &p_text_direct-0=10A923A40C2FB109&p_field_direct- 0=document_id&p_perpage=10&p_sort=YMD_date:D&s_trackval=GooglePM http://www.nytimes.com/2005/06/23/fashion/thursdaystyles/23Barefoot.html http://www.wired.com/science/discoveries/news/2005/08/68474?currentPage=all http://completerunning.com/running-blog-mark/index.php/archives/2005/11/23/oprah-winfrey-nike-free/
    48. 48. Campaign: Power To Your Feet 48 http://www.coloribus.com/adsarchive/prints/nike-free-training-shoes-58-muscles-7337355/ http://www.coloribus.com/adsarchive/prints/nike-free-training-shoes-strength-7337455/ NikeFree Run 2+
    49. 49. Marketing Plan Objective • Reintroduce the Nike Free as the leader in the barefoot running industry Goal: • Print • Digital • Live events Create New Ad Campaign • Duration Mix • Network vs. Local • Day Part Keep TV Execution • Website • Banner • Broadband • Paid Search Keep Digital Execution • Facebook • Twitter Increase Social Media Usage 49NikeFree Run 2+
    50. 50. Campaign: Just Free It Designed by: Lisa Alberts 50NikeFree Run 2+
    51. 51. Campaign: Just Free It Spinoff on Nike’s “Just Do It” Opportunity to get people buzzing about barefoot running Display in malls, movie theatres, gyms, on billboards Ad emphasizes the similarities of Nike Free to running barefoot Use in conjunction with editorial opportunities  (Runner’s World, Health Magazine) Continue researching and opening new running stores Emphasis on customization 51NikeFree Run 2+
    52. 52. NikeFree Run 2+ 52 Campaign: Just Free It
    53. 53. Strategy Execution: Future 53 $61.5 MM Total Advertisement Investment 2012 PAT: Professional athletic teams CA: Celebrity athletes CAT: College athletic teams. SPENDING BY TACTIC NikeFree Run 2+ 0 10 20 30 40 Trade OOH Print Digital Sponsorship TV Network Cable PAT Banner CA CAT Broad PS Web Others 30% 35% 20% 8% 1% 5% Others
    54. 54. Television: 54 Nielsen Evolution of TV NikeFree Run 2+
    55. 55. Television: Still Dominant form of media 55 P 18-49 May 2011 NikeFree Run 2+
    56. 56. Digital Transformation: 56 Nielsen Device Transformation NikeFree Run 2+
    57. 57. Digital Transformation: 57 Nielsen What are people doing when they are watching TV? NikeFree Run 2+
    58. 58. Television: Mix of 60% :15’s copies and 40% :30’s copies  Utilize :15s copies to optimize ROI.  :30s copies can be used to drive volume and increase share. Mix of 65% Network and 35% in Local  Network can be optimized for new launches, driving more volume.  Network can be used to sustain media presence while keeping cost down.  Local drives higher share growth while Network offers a more efficient opportunity to maximize ROI. Day Part  Prime Time and Late Night are the most effective times during the day NikeFree Run 2+ 58
    59. 59. Digital: Broadband Yahoo, Vevo, ABC, AOL, CBS, Hulu, NBC, CNN, MSN. NIKE Free Running Shoe 59NikeFree Run 2+
    60. 60. Digital: Banner Google, Amazon, CBS interactive, Yahoo, Facebook, Pandora, Weather.com, Discovery. Yahoo, Bing, WebCrawler, Dogpile. 60NikeFree Run 2+
    61. 61. Digital: Paid Search Google, Yahoo, Bing, WebCrawler, Dogpile. 61NikeFree Run 2+
    62. 62. Digital: Website It allows viewers to buy Nike sports product online, custom design Nike products, place orders online, as well as access corporate information. 62NikeFree Run 2+
    63. 63. Social Media: Goal: Build social authority Supplements traditional marketing practices Current Management of Social Media for Nike is Poor:  Facebook Page lacking  No dedicated NikeFree page  Poorly managed Twitter account  Outdated twitter feeds on the NikeFree website 63NikeFree Run 2+http://en.wikipedia.org/wiki/Social_media
    64. 64. http://en.wikipedia.org/wiki/Facebook http://www.telegraph.co.uk/technology/facebook/8283072/Facebooks-Mark-Zuckerberg-attacked-by-hackers.html 2004 • June: Facebook was launched 2010 • April:41.6% of US population had an account 2011 •June: Reached 1 trillion page views, making it the most visited site in the world • June: 750 million users •July: Over 800 million active users Facebook: 64NikeFree Run 2+
    65. 65. Create “official” NikeFree page  Dozens of unofficial NikeFree pages  No single place to view this growing product Facebook: 65NikeFree Run 2+
    66. 66. Benefits: Consumers spend more than 6 hours on social networking sites Smartphone Analytics SEO Direct Interaction Embedding Facebook: 66NikeFree Run 2+ https://www.facebook.com/note.php?note_id=219338781435544
    67. 67. Twitter: NikeFree Run 2+ 67 http://www.pcmag.com/article2/0,2817,2383408,00.asp http://socialmediatoday.com/dom-bradbury/280032/twitter-business http://twittnotes.com/ Information exchange People go on to learn things and share what they know Less busy Facebook Older demographic (could translate to more disposable income) Allows for real time interaction Ideal for smartphone usage  Put message directly in the pocket of the consumer
    68. 68. Strategic Retail Nike strategically opens up and develops specific types of stores depending on the location 10 Nike Running store locations  Run clubs that leave from the store  Back your Block $500 million for new stores between now and 2015 NikeFree Run 2+ 68 http://www.hubmagazine.com/2010/06/the-new-swoosh-2/ http://inside.nike.com/blogs/nikerunning_news-en_US/2010/05/04/newly-opened- nike-running-store-gives-palo-alto-runners-a-head-start http://help-us.nike.com/app/answers/detail/a_id/16208/~/where-are-the-nike-running- stores%3F
    69. 69. 69 Sponsorships:  Support person, event, activity financially or through products/services  Athletes: • Allyson Felix • Sanya Richards-Ross • Matt Tegenkamp • Lashawn Merritt  Events • Chicago marathon Camps and clinics  Cross country, track and field, running coach workshops  Makes its name synonymous with sports success in the eyes of young consumers  The message they send is always the same: “If you have a body, you are an athlete” Sponsorship & Grassroots: NikeFree Run 2+ http://www.ussportscamps.com/running/ http://phx.corporate-ir.net/phoenix.zhtml?c=100529&p=NewsArticle&id=1128176 http://en.wikipedia.org/wiki/Sponsor_(commercial)
    70. 70. 70NikeFree Run 2+

    ×