This document discusses a new product called H2o Considered, a bottled water product that filters and cools water. It aims to target generation Y consumers with an environmentally friendly alternative to disposable plastic water bottles. The product will feature innovative cooling and filtering technology, superior design aesthetics leveraging the strong brand image of Nike, and a planned June 2010 release at a $34.95 retail price point. Market research shows high demand for bottled, filtered, and chilled water, as well as a shift toward more eco-friendly options.