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Nike is one of the most recognizable brands in the athletic world. When discussing Fortune 500 companies, Nike is consistently ranked in this category. My reasoning for choosing Nike for this project is due to their strong global presence, their drive to consistently improve their products, and their ability to stay relevant in the marketing world. Nike has also demonstrated their commitment to understanding their consumers’ interests based on market segmentation strategies and data-driven insights.

The product that is under consideration is called the Nike Air Unlimited. This is a sustainable running shoe that is made with fully recyclable materials as well as tracking through the Nike app. The target audience for this product is consumers who are environmentally conscious and who value comfort, sustainability, and performance as always. Nike’s mission, which is to “bring inspiration and innovation to every athlete in the world,” aligns well with this product.

When it comes to research and design objectives, the primary objective is to understand consumer interests and why they would want to purchase the product. This product is a combination of high-performance design, as well as a focus on being environmentally responsible. The research that will be done will be to understand the key influences that drive consumers to buy eco-friendly products. In order to achieve these objectives, both qualitative and quantitative methodologies will be used to understand consumer behavior. The qualitative side will include online focus groups as well as interviews with real runners. On the quantitative side, this will distribute an online survey to a larger crowd of people to get a more diverse sample.