Nike is a retailer, headquartered in Beaverton, Oregon in 1964, that designs, develops, and sells athletic footwear, apparel, equipment, and accessories. Nike is one of the most popular retailers that are on the athletic apparel market today because it’s known to be one of the most affordable brands for high-quality athletic gear and clothing for kids and adults. Shopping at Nike is better than shopping at other athletic wear retailer corporations because they are able to offer a variety of clothing for kids and adults with an extravagant amount of styles and sizes that’ll be a huge benefit to shoppers of all ages.
According to Nike’s mission statement: “If you have a body, you’re an athlete”. Nike targets individuals who have the potential to thrive and exercise their physical abilities, no matter their range in skills. Nike targets consumers from different backgrounds. With affordable athletic wear, limited edition sneakers, and sports equipment, Nike appeals to a wide range of people.
An example of this is Nike’s Air Jordan and Air Max collection which appeals to the young “sneakerhead” group. Nike reaches out to their customers by offering a unique variety of products such as training equipment and accessories for various sports, such as football, basketball, and running. In addition, they also provide specific merchandise for different religions and age groups by offering a diverse amount of variety for their customers to choose from.
Nike’s merchandise is both known for their reliability and their fashionable style.
The Customer Requirements are extremely wide because they offer clothing for infants to adult sizes. Since an abundance of their products can be unisex, advertising is not too complicated. Footwear is the largest money-maker of the company. It provides options for those with wide feet and those with larger feet (size capping at a men’s US 18). Nike releases price points for all different incomes – Nike Lab, for instance, is for those who enjoy products that are more high end and Nike Basics are for those who love the brand but are on a tighter budget. Nike has proven itself to a top competitor for such a wide range of consumers. Since the consumers base of Nike is so well diversed, Nike likes to unite everyone with the common denominator of being an athlete. They do not discriminate, but as a matter of fact, they create products that even minorities can enjoy. For example, sport hijabs were released in 2017 as a response to traditional hijabs hindering the athletic performance of Muslim women. Ibtihaj Muhammad is a Nike athlete and champion fencer who dealt with the struggle of having her sweat soaked Hijab obstruct her hearing and not interacting well with her fencing uniform. This move by Nike furthers their direction in empowering people of various backgrounds to pursue their dreams by helping them through their adversities.