Nike What Product Or Service Essay

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Means-end chain Vibram FiveFingers

Concrete attributes

Vibram FiveFingers are minimalist 'shoes' that look like five-fingered 'gloves' for the feet.

Abstract attributes

The shoes communicate to gazers that the runner is serious about barefoot running and wants shoes that mimic barefoot running as much as possible.

Functional benefits

The shoes allow the wearer to effectively run barefoot without running the risk of scraping the skin of the foot on pavement or getting cut by rocks or broken glass.

Psycho-social implication

More so than an ordinary lightweight shoe, the Vibrams convey to the world that the wearer is a hardcore barefoot runner.

Instrumental values

The sensation of running barefoot.

Terminal values

The supposed benefits of fewer injuries and greater leg strength conveyed by running barefoot.

New Balance (the Minimus)

Concrete attributes

A slipper-like shoe which comes in a variety of sizes and styles (including shoes for trail running).

Abstract attributes

With a more 'shoe-like' appearance than the Vibrams, the Minimus looks like a serious running shoe while still offers the benefits of barefoot running.

Functional benefits

A barefoot running shoe designed to meet the specific needs of the wearer, including trail vs. road running; a desire for more or less shoe structure, and different widths

Psycho-social implication

Runners who need more specialized shoes for support and foot health can still enjoy the benefits and social cache of being a barefoot runner.

Instrumental values

The sensation of running barefoot even for runners with hard-to-fit feet.

Terminal values

The physiological benefits of barefoot running, even...

...

Market forces
The rise in interest in barefoot running: "The Barefoot Runners Society, founded in the United States just over a year ago, has 1500 members" (Collier 2011).

Growing opposition by podiatrists to barefoot running, suggesting that its benefits have been oversold and that it can be dangerous for the average, overweight runner taking up the sport to enhance his or physical fitness.

Reference

Collier, Roger. (2011). The rise of barefoot running. CMAJ 183(1) Retrieved:

http://www.cmaj.ca/content/183/1/E37

Minimus. (2013). New Balance. Retrieved:

http://www.newbalance.com/NB-Minimus/minimus, default, pg.html

Nike Free. (2013). Nike. Retrieved:

http://www.nike.com/us/en_us/c/running/stories/2012/09/nike-free

Pure Project. (2013). Brooks. Retrieved:

http://www.brooksrunning.com/Brooks-PureProject/pureproject, default, pg.html

Sources Used in Documents:

Reference

Collier, Roger. (2011). The rise of barefoot running. CMAJ 183(1) Retrieved:

http://www.cmaj.ca/content/183/1/E37

Minimus. (2013). New Balance. Retrieved:

http://www.newbalance.com/NB-Minimus/minimus, default, pg.html
http://www.nike.com/us/en_us/c/running/stories/2012/09/nike-free
http://www.brooksrunning.com/Brooks-PureProject/pureproject, default, pg.html


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