Nike Free: marketing analysis and competitive positioning

¶ … Nike

What product or service category would you prefer? Why?

The Nike Free aspires to be a revolutionary new type of footwear. It is a running shoe that is supposed to mimic the sensation of running barefoot. The shoe is attempting to capitalize upon the trendy 'barefoot running' movement. The shoe's design is extremely minimalist, although unlike actual barefoot running, it provides the wearer with some protection against the elements and pavement.

Describe two segments that are highly involved with this product or service.

'Fitness trendsetters' are likely to be the main, enthusiastic consumers of these shoes. Runners who have embraced 'natural' running movements such as Chi Running or natural fitness programs and diets like the Paleo Movement and CrossFit will embrace the Nike Free because it allows them to run naturally without having to worry about stepping on broken glass and gives their feet some warmth during the winter months. These are serious fitness enthusiasts who read Runner's World and are extremely concerned with the effects of fitness trends on their bodies.

Another target segment is that of 'fitness fashionistas.' These consumers like to look fashion-forward and trendy. They likely wear Juicy Couture tracksuits and Lululemon yoga pants. They may or may not work out, but they like to look as if they do, and the attractive appearance of the Nike Free is striking and much more eye-catching than traditional, bulky sneakers.

Q3. What 3 competing brands do you think currently fulfills these needs best?

Vibram

The Vibram Fivefingers are an athletic shoe that looks like a 'glove' for the feet. It was the first barefoot running shoe and has many loyal wearers. Unlike the Free it does not look like a 'normal' shoe, but has five separate compartments for the toes. It is more striking looking and has the advantage or disadvantage of not looking like a normal running shoe.

Brooks

The running shoe company Brooks also makes barefoot-style, minimalist running shoes. Unlike Nike, Brooks is less fashion-focused as a company, and its minimalist shoes do not come in as wide an array of colors, although they are cheaper than the Free.

New Balance

New Balance is another running-specific shoe company that is currently promoting its barefoot, minimalist running shoes. New Balance has branded itself as a company that offers shoes in a wide variety of widths to suit runners with many different kinds of feet, so runners with atypical sizes would be attracted to this brand as well as hardcore, serious runners.

Concrete attributes

The Nike Free is a very light running shoe that gives the wearer the sense of running or walking barefoot.

Abstract attributes

The Nike Free makes the runner feel closer to the ground and less encumbered by the weight and the structure of running shoes.

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 for runners that might have trouble using the most minimalist-types of shoes.

Brooks (Pure Project)

Concrete attributes

An eye-catching minimalist running shoe that looks like a shoe, not a glove.

Abstract attributes

A barefoot running shoe that is striking and attractive enough to wear as regular shoes.

Functional benefits

The Pure Project has a more shoe-like feel than other minimalist running shoes, while still offering minimal padding in a manner that is supposed to convey the benefits of barefoot running.

Psycho-social implication

A sense of being a barefoot runner without the potentially negative aspects of barefoot running for people used to running in 'regular' running shoes.

Instrumental values

Safe health and fitness.

Terminal values

Better running form and fewer injuries while running 'as if' barefoot.

Q3. 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: