The document discusses Nike's target market of women in Generation Y aged 18-22 who are currently in college. Focus groups revealed that while these women find Nike's athletic wear expensive, the high cost does not stop them from purchasing it. They enjoy wearing Nike throughout the day for classes, the gym, and sleeping due to its comfort and durability. The document also notes that Generation Y perceives Nike as a trustworthy, high-quality brand and that college women have been exposed to Nike since childhood through products purchased by their parents.