Nike INC Products from a Design Perspective - Case Study Example

Name: Instructor: Course: Date: NIKE, INC REPORT NIKE, Inc. is a global brand that deals with designing, developing, marketing and selling of unique lifestyle footwear, equipment, apparel and other accessories and services. NIKE, Inc. footwear products are designed for a wide market range however; the company's products are primarily designed for specific athletic use. In line with this, a significant percentage of the company's footwear products are worn for leisure or casual purposes. NIKE brand has focused on its globally famous Jordan product which are categorised in seven specific groups; running, football, basketball, women’s training, men's training, NIKE action sports and NIKE sportswear. NIKE, Inc. also has footwear products designed for kids. NIKE also designs sports apparel used for athletics, other sports and other recreational they include; bags, sportswear, sports balls, bats, protective equipment eyewear, digital devices, golf clubs, and other equipment designed for sports activities. This paper, therefore, aims to review on NIKE product design and its essence to the company. Introduction NIKE, Inc., formed on September 8, 1969, with its significant operating segments being; North America, Central Europe, Western & Eastern Europe, Japan, Greater China, and other recently emerging Markets. The Company boasts of various brand portfolio which entails; Jordan brand, NIKE Brand, Hurley and Converse. The company sales are conducted through its Internet Websites, Online stores and various independent distributors and licensees across the world (Engel, Holmberg and Sperlich). On the other hand, some of Nike Company's products are manufactured by independent contractors. NIKE, Inc also sells a range of performance accessories and equipment under the NIKE Brand. The Company's famous Jordan Brand designs, licenses and distributes casual, athletic footwear, accessories and apparel focused on basketball through the Jumpman trademark(Kreng and Wang 77-87). NIKE’s Hurley brand designs and distributes a wide range of youthful lifestyle apparel and action sports accessories the Hurley trademark. The Converse company brand, designs, distributes and licenses casual sneakers, accessories and apparel under the Converse, All Star, Chuck Taylor, One Star, Jack Purcell and Star Chevron trademarks(Frisch). NIKE, Inc products from a design perspective NIKE, Inc has a sustainability principle in line with all the company’s products designs. NIKES products designs focus on newest innovations for a sport which gives all the company’s product a unique touch. Nike’s product design ranges depending on the company’s six design categories which entail; football, running, basketball men’s training, women’s training, tennis, sportswear and all condition gear(이용일 61-69). Nike product design and development is also characterised by designing with the focus of sustainable economy. This also entails, using fewer resources, renewable energy, and more sustainable materials in order to ensure that the products are affordable (Engel, Holmberg and Sperlich). NIKE product design also focuses on the creation of performance innovation products that minimise environmental impact through reduction of waste throughout the entire design and development process. Therefore, NIKE’s product designing emphasises on the use environmentally preferred materials, and elimination toxins. On the other hand, NIKE designers are also required to make smart and suitable design choices in living with their creative process. This has led to NIKE’s products being one of the most extensive considered product design range globally. Sustainability goal as area of NIKE’s product design was set in 1990 when the company introduced Reuse-A-Shoe, its footwear recycling program. Since the company’s product design shifted to sustainability (Lebron). In line with this goal, NIKE also strives to ensure that its footwear product meets its 100 per cent baseline Considered standards on sustainability with its shift of product design to 100 per cent recycled polyester which increases the use of environmentally-preferred materials by 20 per cent(Lebron). Nike, Inc design departments Due to the constant changing dynamism of Nike project, it has an in-house design studio that is responsible for coming up with NIKE’s product designs. In line with this NIKE’s products are not necessarily dependent on one particular design rather its design studio is tasked to find inspiration from any source whether on the streets or on the run. NIKE’s design studio also focuses on redefining the way footwear transforms (Lebron). Nike, Inc outsourced design services Additionally, NIKE Company is not necessarily fully reliant on its in-house design studio rather it also outsources some design services in order to revamp the company’s current design and product innovation. Nike's Company focus on design is drawn from the company’s affinity with innovation and design this has steered NIKE’s course on design where the company is dedicated to a yearlong design improvement course on its products. Location of NIKE’s design departments NIKE’s design studios are therefore located in various locations with the most common one being the recently opened design studio in Hackney (Lebron). This design studio is credited with the creation of the Flyknit product. The design studio is also essential for the company’s emulation of the company experimental approach of its product designs. How NIKE’s design relates with technological capacity and marketing NIKE’s strive for to make highly innovative designs for its product has boosted the company’s technological capacity. The company has been forced to incorporate high technological levels in its footwear and apparel production. Through the company’s technological capacity NIKE has become a trendsetter in innovating sportswear. For instance, due to the company’s technological capacity, it has been able to produce the first ever self-lacing shoe the HyperAdapt 1.0 (Lebron). This has tremendously boosted the company’s popularity which has also proven to be a key attribute to its marketing strategy. The company’s new power-lacing technology NIKE technological capacity is also characterised by its new technology for its apparels which has been enhanced by quality materials which keeps the athlete's sportswear dry, while also making them more aerodynamic and lighter. On the other hand, the Fly Vent technology is part of NIKE technological capacity which has enabled athletes sportswear have the perfect amount of tightness on the waistbands, while the Vapor jerseys dry 25% faster compared to the normal jerseys and also wick away sweat 20% faster(이용일 61-69). Nike Aero Swift technology is also in line with the company technological capacity which has made the athlete's sportswear lighter by 10% and 50% more stretchable. Similarly, the Aero Blades technology is also part of NIKE company technological capacity which reduces wind and air which drags on the athletes when running. Due to the company’s vast technological capacity, it has been able to boost its sales. NIKE’s products are therefore more appealing to potential customers due to their quality and proven performance. More customers are therefore more inclined to go for the Nike products compared to its competitors since its technological capacity has boosted its products quality and company population and reputation (이용일 61-69). This has led to NIKE Company becoming a global pacesetter in footwear and apparel designing, developing and marketing globally Design as a key asset for NIKE Company Design is evidently a key asset for NIKE Company. Through embracing a wide range of product design NIKE has been able to maximise on the key opportunities in the market with the most significant one being the current booming economy of the United States. These various designs adopted by NIKE Company have made the company’s product more appealing to a wide range of customers from difference age group and gender in the American market(Frisch). This has therefore enabled NIKE Company to exploit this opportunity due to the availability of resources. The design has also enabled NIKE Company to cater for a larger portion of the new generation, an area that had not been exploited in the shoe designing, developing and marketing industry (Kreng and Wang 77-87). In this case, NIKE Company has come up with various designs depending on the market demand and the latest styles and trends. This has led to NIKE, Inc coming up with different shoe designs defending with the customer’s preferences and taste. Why NIKE,Inc is a design driven company Evidently, NIKE, Inc is a design- driven company since the company products are design dynamic and the company has put much focus on design. This has given the company relief from stiff industrial completion which it had earlier been deeply rooted in. On the other hand, through embracing design, NIKE, Inc has been able to provide athlete and other customers with the finest shoe wear, and apparel. This has boosted the company’s sale revenues with most people preferring the company’s products due to their high quality and unique taste and style. This has also led to NIKE’ s significant market domination and growth in the company reputation due to its embrace of product quality, design and innovation which has have helped athletes to achieve greater goals. Conclusion NIKE, Inc has adopted the concept of design into its product manufacturing strategy in order to create a unique and appealing product. Design is credited for boosting NIKE, Inc sales through improved quality products and registered increase in the company’s popularity. NIKE,Inc has evidently embraced the concept of design through creation of multiple design studios which are steer the company’s focus on improved products quality and performance. NIKE, Inc is also dedicated to a yearlong product design improvement which has led to the company launching various product design within a short-term period. This has led to an increment in NIKE’s products which have been designed as per different target group’s preferences and need which has also led to maximisation of the company’s sales potential. References Engel, Florian Azad, Hans-Christer Holmberg, and Billy Sperlich. "Is There Evidence That Runners Can Benefit From Wearing Compression Clothing?". Sports Med (2016): n. pag. Web. Frisch, Aaron. The Story Of Nike. Mankato, Minn.: Creative Education, 2009. Print. Kreng, Victor B. and Bang Jyun Wang. "An Innovation Diffusion Of Successive Generations By System Dynamics — An Empirical Study Of Nike Golf Company". Technological Forecasting and Social Change 80.1 (2013): 77-87. Web. Lebron, Weiweian Jone. "Cyclist Armstrong Introduced Zoom Bruin With Nike". SSRN Electronic Journal n. pag. Web. Lebron, Weiweian Jone. "The Best Fashionable Nike Shoes – Nike Air Rift". SSRN Electronic Journal n. pag. Web. Lebron, Weiweian Jone. "The Latest Style Of Nike In June – Nike SB 2010". SSRN Electronic Journal n. pag. Web. 이 용일,. "Study About How The TV-Advertisement Has A Effect On Purchasing Behavior Of Consumer -Centering Around The Shoes-Product(Nike, Puma, Adidas)-". Journal of Korea Design Knowledge null.11 (2009): 61-69. Web. Read More