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Top Nike Sports Shoes

Exclusive Nike Hyperfuse 2011 Shoes For Basketball /uploads/2019/05/Nike-vaporfly-4-flyknit-4.jpg" width="350" align="right" />

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[agoldengooseworld-blog]

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[cloutshoes]

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[hyperadaption-blog]

Video Transcript

Olivia

What is it?  

Features and benefits?  

A key feature of the Hyperadapt is the fact that the shoes are “self-lacing”. Having shown this technology in the film Back to the Future Part 2 in 1989, the overwhelming desire for the public to have access to self-lacing shoes has been long coming (Eden, 2016). Not only does Nike provide the product for this need but it simultaneous introduces this technology with a more professional athletic angle. One of the key aspects of Nike’s trainers is their ability to enhance athlete's performance, designer Tim Hatfield kept this as a core principle when brainstorming for the progression of Nike’s designs for the future (Eden,2016). Thus, securing two markets upon release of the trainer.  

Eric Avar, the Nike creative director stated the Adapt BB was specifically targeted at basketball athletes (Nike, 2019). The genius of targeting basketball players is that there power to wear a shoe and have their fans want the same shoes. This has been tried and tested with the Jordan's. Therefore, it is likely, based on the success the Jordan's had, that various basketball players fans will likely strive to possess the Adapt BB in a similar manner.  

Another key benefit that may be able to come into play with the progression of the technology could be the ability to aid people in a medical way. Hatfield suggests that the adapt BB shoes could be ideal for those who are unable to put their own shoes on due to disability (Rubin,2019). Currently there are shoes that are supposedly designed to help people with cellulite and back pains; for example, the MBTs (Masai Barefoot Technology) by Karl Müller (Josse, 2000). Similarly, in a blog post, user Katie Menzies states how much the design of the regular Converses helped with her Cerebral Palsy (Menzies, 2018). It is highly likely with further research Nike would be able to curate a design that used this new adaptive footwear technology in order to cater to specific medical issues.  

Catering to the medical needs of those with disabilities is something that has become increasingly important to consumers with and without disabilities and was found especially successful with M&S’s easy dressing range, which was “praised by hundreds online” (ITV, 2018). And as of June 2018, there are more clothing lines dedicated to dogs than to those with disabilities (Ryan, 2018) and considering that the “purple pound” is worth around £249 billion in the UK (Ryan, 2018) - it seems that inclusive design could financially and morally be a great market for Nike to tap into further.  

The technology that Nike are using is nothing beyond the majority of the public's technological capabilities, as there are very few buttons and the functions are all labeled very simply and clearly. The most difficult aspect of the trainers is arguably the connecting of the phone to each shoe as several reviews on the app store detail having a large issue with this aspect of the app. This is an essential feature for the trainer to function at full potential. Furthermore, the app is essential to the functionality as mentioned, however the app is not compatible with iPhone 6 or anything before that and the apple watch for any generation. The app also only provides 15 languages and for comparison the Instagram app functions with over 29 languages so that is not ideal.  

Currently Puma have invested money into self-lacing shoes and have debuted a trainer in January that will connect to your phone and are self-lacing. Adidas have a “speed-lacing” selection of shoes and advertised this as not needing any charging, lights or mobile devices. So, although there are attempts from rival businesses, no brands have currently progressed as far as Nike have yet. I would argue that this is due to consumers having an instant correlation of self-lacing technology with the Nike brand as it was designed for Back to the future Part 2 by Nike and therefor featured their logo (Eden, 2016).

With the trainer's current capabilities, people will use it, but I think it is largely a niche market. Though basketball is a huge sport, this is predominantly a US sport with US fans. Therefore, really limiting its market. But keen “sneakerheads” and those who are serious about sport will be very interested in these shoes. As stated, there is huge market that could be developed for those with disabilities further in the future.  

Izzie

Complexity & Trialability

Nike may find it hard to distribute and sell in other countries because of any barriers to entry.  It may be challenging to pass different laws and regulations abroad such as the EU laws, which have been implemented. Nike must ensure their technology meet any requirements set by the EU, which ‘protect human and animal health, the environment and consumers rights’ (Europe EU, 2019). Researching the different laws and regulations from countries Nike chooses to export in may incur higher costs and can be time consuming. It can also be expensive to make any adaptions that might be required for them to trade in that country.

Research and development can be very expensive especially for technology, it is needed for innovation and finding better and new types of products. This is reflected by the high selling price, overtime the selling price will reduce due to the Research ad development cost being paid off.

Observable Communication

This technology is seen as cool and innovative as it hasn’t been seen before. Self-tying laces are new and no other brands have introduced it. This is a Unique Selling Point for Nike and it will attract customers, especially ones who are technology focused and have strong interest in new innovations.

The design is not the most fashion forward as other trainers in the price range such as shoes from Balenciaga, Christian Louboutin and Gucci, but these Nike trainers offer a different selling point, which is the technology in the shoes. Although, in general trainer sales have soared in the last few years and in the UK trainers ‘has become a staple fashion item in the nation's wardrobes”(SWNS Digital, 2018) showing that the trainer market is growing continuously due to a change in peoples lifestyle preferences. Consumers have become more casual in the way they dress at the workplace and outside their work, which has made them adapt their fashion preferences to more comfortable styles.  

Re-Invention  

This is a new product to the existing trainer market, it is personalized to the consumer as the laces adapt to the shape of their foot. This is their unique selling point,  

They have ‘“adaptive lacing” technology that’s activated by a heel sensor that automatically tightens its laces’ (Sneaker Bar Detroit2019) which will appeal to certain markets such as the primary audience who are basketball players. It may also expand to other consumers overtime if it proves to be good and worth the price.

Relating to the product life cycle, the Research and Development stage is long and costly due to the extensive research required for technology. Nike has their own ‘Sport Research Lab (NSRL) where athletes, scientists, engineers and designers converge to develop the key performance insights that drive Nike’s innovation’ (Nike, 2019). It has already been estimated that Nike have spent ‘$2.5 billion on research and development in the last five years’ (Business Insider, 2017). This is likely to rise as well if Nike want to remain competitive due to the vast amounts of competition such as Adidas, as well as the fast paced technology market.  

At the introduction stage will generate a lot of interest and a ‘hype’ around the trainers via social media, sports players and bloggers who target sportswear’s and technology. According to the Independent ‘Nike's new Adapt BB shoes have been hailed as the future of sneakers’ (Independent, 2019), this has already drawn attention to the product.  

When it comes to the growth stage sales will hopefully rise, then once it hits the maturity stage it is likely to slow down quickly as competitors will bring out their own versions or new technology will be invented. Therefore it is likely to reach the decline stage (Tutor2u).

Sarah

innovators

✦ innovators are categorised by their imagination and openness to new things. This is the smallest sector of the diffusion process with only 2.5% of consumers being in the category.

✦ innovators are crucial as the diffusion process if innovation is ‘drip down’ meaning the technology won’t spread any further if innovators do not adopt it. The products introduction process is catalysed by the core motivater of pleasure/ pain, the new technology provides excitement for many different groups of Nike’s consumer base.

✦ Hyper-adapt and self lacing technology were anticipated by many innovators as the first shoes to feature the technology (Nike Mags) were based on the film ‘Back to the future 2’ this gained attention from those involved in sci-fi/ futurism and also with an interested in pop culture I believe there a few different sectors of innovators within the pool for the Hyper-adapt including ✧ social media influences for example Casey Neistat whom made videos about both the original Nike Mags and the Hyperadapt 1’s. He is Clearly an innovator as the video was made in 2016, when the technology was less famed and closer to the beginning of Nike’s attempt to shift to a new technological trajectory. Casey has a following of 11M on youtube and the video on the Hyperadapt 1 accumulated 2.6 M views. The shoe was also featured on channels such as ‘What’s Inside?’ Who's key demographic isn't those with an interest in fashion. With technology ✧ Nikes first intended practical purpose of the self lacing technology was for their use in basketball as it is essential to the game for laces and the shoe to be tight and fitted to the foot. Nike has sponsored Basketball player’s such as Jayson Tatum who was the first to debut the sneakers in a game for Boston Celtics. Nike are supporting the industry they wish to sell into and have an outlet to showcase the shoes capability through their actual intended usage early adopters   ✦ the early adopters are the type to run to the product as soon as they see the perceived benefit. In relation to Fogg’s  behaviour model, the early adopters basically require to see a simplicity factor in order to increase their motivation to buy the product.

✦ it is likely the simplicity factor of physical effort that would convince early adopters consumers to purchase as the intention of the technology is to prevent you having to bend down and tie your laces, this can also be linked to the simplicity factor of time.

✦ also according to Fogg’s behaviour model, Nikes increase in advertising and sponsorship is an attempt to provide triggers. This type of trigger is a spark designed in tandem with a core motivator. Nike would be attempting to highlight the pleasure the shoes can bring to the wearer and the benefits to perhaps beginning to incite fear about not having the sneakers. An example of this is the video Jayson Tatum made on the NBA on ESPN youtube channel recently speaking about and demoing the shoe. the early adopters likely includes

✧ ‘hypebeasts’ or ‘sneakerheads’ who are interested in having the newest Nike product almost regardless of the design and focusing more concern on it’s demand from others in the community and the ability to sell the product on. This group of consumers already showed interest in the Nike Mags when released, with 2011 iterations selling for up to  $10,000 on Flight Club, an infamous rebelling sight

✧ the shoes are also likely in this phase to be adopted by more NBA players as they become more educated they become more motivated to purchase as they understand the benefit to them ✦ Despite adding motivating factors Fogg’s behavioural model suggest that both motivational and enabling factors are necessary for the fastest rate of adoption. Due to limited line releases and the price tag of £619.95 Nike is not attempting to enable each of their consumers to buy the product, this is because the early adopter phase is also still for testing and improving according to Robinson early majority

✦ the early majority marks the product leaping the chasm to reach a bigger audience. They're followers who are comfortable with moderately progressive ideas.

✦the way for Nike to bridge the gap and ensure they reach the early majority from the early adopters is to refine the product to increase ease and reduce costs.

✦ another option would be to adapt the technology to different sports such as soccer, tennis or even ice skating. This is a great way for Nike to integrate the new technology to their pre-existing product line and introduce the product to new markets.  

✦majorities are more cost sensitive and adverse to risks and disruptions, they simply want a product that is trendy and will benefit their life. the early majority is the largest of categories so far at 34%, there is many demographics inside of this which includes ✧ followers of the NBA who���ve bought the product because they’ve seen their favourite basketball players sporting them. Particularly in America. ✧ other players of sports whom are motivated by the core motivator hope/ fear as they hope to simplify and solve there issue in order to improve their playing late majority

✦the late majority are those who hate risk and are uncomfortable with new ideas. The main driver for this group is the fear of not fitting in.

✦‘emphasise the risks of being left behind’ via advertising and social media. This will convince most of the late majority to adapt the technology

✦ but in order to reach the late majority Nike may have to alter the usage of their technology further not just providing it just for sports or fashion but also making it a purpose driven product engrained in real life. Many jobs require laces that stay tied including nurses and builders and if the price was right the industries may endorse the technology

✦ it can also be purpose driven within the context of healthcare for stroke/ cardiac victims etc. The late majority includes

✧ those who would not support the innovation due to the absence of the simplicity factor from fogg’s model of money. As Nike will likely be mass producing by the point of the late majority it should be cheaper for them to produce the shoe due to economies of scale. This means they can reduce cost and over come that. ✧ anyone for which the shoe does still not provide obvious purpose for. Those who are not particularly sporty and have waited for the fashion trend to be secure before purchase, these people are not trendy but once again want to fit in laggards  

✦ laggards are the last phase of the innovation diffusion process. These people see high risk in adopting new technologies and will do their best to put up arguments again. Sometimes laggards are innovators of other products. For example a consumer may believe self lacing technology is not revolutionary, and be wearing  hoverboots instead.  

✦ in Roger’s model of diffuseon of innovation it is suggested too give the laggards a high level of control to make them feel invested and in control in regards to the product. Luckily Nike has a service called NikeID which allows for this idea and would allow people to customise their shoes with self lacing technology, not forcing it as an essential but allowing it to be an option. This control is motivational for laggards

✦✧ laggards may include those with loyalty to other brands as although Nike is the market leader red fame found in a study on young people’s favourite sports brand that Adidas controls 21.5%

Cree

does it have a practical benefit?

What we have seen with the new hyper adapt bb trainers are that the future of footwear is no longer solely based on trends and fashion but have progressed further to benefit the consumer in a more performance based aspect.

With this new trainer they have the ability to help athletes who are serious about their profession. ‘When a player steps into the Nike Adapt BB, a custom motor and gear train senses the tension needed by the foot and adjusts accordingly to keep the foot snug.

By manual touch or by using the Nike Adapt app on a smartphone, players can input different fit settings depending on different moments of a game.’

The practicality of hyper adapt trainers are solely for basketball use however the Nike team have stated that they are moving toward adapting the technology to fit other sports and lifestyle options. However will all sports adapt to this technology and embrace it as well as the basketball community has? The shoes has been criticized recently for being a gimmick however the designer assures us that it has an more meaningful purpose. The shoe can also help to prevent injuries for athletes as well as help those with disabilities due to its adaptive nature. In the future Nike intends to develop this technology more by even adding an zip that use similar tech as the self-lacing trainers especially or those with disabilities.    

Although the argument is that if  Nike are targeting all lifestyles the price of the trainers are not suitable for all economic backgrounds. This could cause problems with marketing it to their consumer base because it is not fees able for everyone. Although this may be what they want for the hyper adapt trainer, to have more exclusivity than any of their other shoes and later on in the product life cycle make it attainable to other consumer areas.  

Does it fit in with the brand ethos?  

Nike’s ethos is to continue to be the leader in innovation being that their mission statement is “To bring inspiration and innovation to every athlete in the world.” I believe that this shoe embodies everything that their brand stands for. For example the back to the future self-lacing shoe is one of Nike recent projects as well. The trainer  is a replica of Michael J fox’s shoes in the 1989 movie,back to the future. This shoes a continuation in advancing that technology which proves that Nike innovation strategy is to continue being a futuristic market leader within the industry. The brand image of Nike is to make their customer feel like every aspect of  of their business is an experience. Which is why hyper adapt links so well with their ethos because every aspect of the tech is specialized in a way making you feel as if the shoe is made especially for you and adheres to your individual body and lifestyle as well as making you feel as if you are apart of that back to the future culture.  

Does it reflect a logical development in their tech strategy?  

Nike current tech strategy is to take advantage of three main strategies business. In 2017 Nike unveiled its plan for growth is called the Triple Double Strategy (2X). Through it, the company promised to double its cadence and impact of innovation, double its speed to market and double its direct connections with consumers. This is important for the brand as they have the most market share within the footwear industry and need to continue to find ways to retain their customers. The hyper adapt trainer does fit in well with their current growth strategy for technology. It reaches all three of their core growth strategy goals. On the impact of innovation this is one of the first trainers Nike has done that gives athletes an almost heightened ability which can make them more competitive in their designated field especially with basketball. Moving to connection with their customers they have allowed famous athletes to test trial their shoe and have posted it on all social media platforms, this is an key marketing tool as it adjust the consumers mind to allow the early majority to adapt sooner because they identify with the celebrity that is using the item, Specifically the hype beast culture that is continuing to have an impact on the way younger consumers buy products. They don’t necessarily like the product but the prestige of the brand who sells it.  

The hyper adapt technology and design took 28 years to develop and perfect including and extra 11 years just for Research and development. This conflicts with Nike strategy to double its speed to market however with such a sensitive piece of technology you can agree that it is time sensitive, which is also why the shoe is so expensive. In my opinion I feel that the technology will continue to grow and overtime be useful to many different types of athletes around the world.

Jess

Nike’s general target market is quite wide range. For this innovation ‘Hyper Adapt BB’, they are targeting basketball players meaning it is a niche market. However, this market will definitely make use of the product due to the practicality and efficiency that it gives them. Nike are targeting high profile basketballers to begin with, meaning that they have a high social media profile and engagement, meaning that they will market the product to the followers without Nike having to go out of their way to advertise which means that more people will be interested and aware of Nikes’ new innovation. In the long-term, the product will most likely be used by a wider range market due to the facts form the diffusion of innovation theory including early majority then leading onto late majority and laggards (Changeology, Les Robinson, 2019). Also customers such as disabled or wheelchair users may find that this could potentially have a great impact in improving their health whilst playing sport or even walking in general. This means that an even wider range of people will use Nikes new innovation which increases the customer range.

Although the future path for trainers is bleak and not known, eventually lots of customers may be interested because it is known as the ‘back to the future’ self lacing shoe, which means that it will become a ‘wanted’ item due to the fact it has a back story to an extremely popular and cool film. Customers will see this innovation as the next big thing if they associate it with back to the future.(digital trends, 2019)  

Can the brand use it to strengthen their market position? How? Communication?

In the past when Nike have released similar self-lacing trainers to the Hyper adapt BB however they have only released low quantities due to the fact that the brand can’t support the high demand at this stage of innovation and because a new innovation is a high risk.

The brand already has a strong market position meaning they have a high customer and brand loyalty.according to Ansoffs Matrix, (tutor2u, 2019) Nike are currently at the product development stage of the innovation and are outlining the market development stage as they are releasing them. Therefore, this means that Nike can use this new innovation, hyper adapt, to strengthen the brand and increase the range of consumers interested. The more interest they get means that the brands market position increases and strengthens to become the top brand in the market. This is because they are one of the first in the gap in the market and they have a high level of knowledge within the industry.

Can the brand afford to implement it? Afford not too? Additional resources/ investment required?  

Nike are a multi-million £ brand which means they have the funds to afford to implement the new technology and they also have the brand loyalty needed to ensure it actually takes off within the market.(Nike, 2019)

Nike are a huge organisation therefore have a lot of resources’ to carry out a large amount of research and development which means that their market share has a higher chance of increasing due to having a good knowledge and understanding of the industry and the consumer spending habits. However, other competitors have this knowledge too. Like Puma, Puma created a self lacing sneaker with Fit intelligence earlier this year (2019), however even though they released it after the first Nike self lacing trainer, they had made slight adjustments from what Nike did meaning that Nike would need to keep working and improving theirs. (Dezeen, 2019)

Nike first sold the 2016 self lacing shoes through a lottery system and donated $10 of the money to Parkinson’s research charity, proving that the brand know how to please the customers and know the customers habits etc. they know what the customers want from the product and from the brand. Customers don’t just want a good product, they want a good brand.

Leading on from this, Nike have introduced another self lacing shoe at a much lower price for 2019, showing that the brand are still innovating and improving on the same self lacing trainer to try and appeal to a wider range of people and increase the amount of people buying them. The hyper adapt BB is the 2019 version aimed at basketball players.  (Forbes, 2019).

Conclusion  

In conclusion, the main feature that stood out with the hyper adapt technology is that it is developing further to benefit different types of lifestyles especially those that have disabilities. It has promoted the health and performance enhancing benefits rather than just focusing on the fashion aspects of a trainer. Nike have diversified and innovated their trainers to help consumers with disabilities by making the trainers adapt to their foot size which makes them more comfortable. The self-tying laces make the trainers easy to take on and off for the consumer, therefore saving time and any difficulty they may have previously experienced.

Secondly, this technology in the trainers is new and unique to the current market. Eventually this technology could be incorporated in every trainer and considered to be standard in all footwear. If it is successful Nike may only make trainers with the technology and other brands such as Adidas may follow in their footsteps. The price is high due to the costs of the research and development that was required to invent the technology, once that cost is reimbursed the selling price will reduce therefore making it more attractive to consumers  who perhaps do not have very large amounts of disposable income. The lower price will be more affordable and will hopefully lead to a larger volume of sales, which will generate more sales revenue. This sales revenue can be used to be reinvested into Nike to innovate further and keep up with the fast paced technology market.

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Video Refrences

Depaula, N. (2019). Tatum, Nike go 'Back to the Future' with new kicks. [online] ESPN.com. Available at: http://www.espn.co.uk/nba/story/_/id/25731539/jayson-tatum-nike-making-lacing-thing-with-hyperadapt-bb [Accessed 22 Mar. 2019].

DePaula, N. (2019). Q&A // Nike VP Eric Avar Details The New Auto-lacing HyperAdapt BB | Nice Kicks. [online] Nice Kicks. Available at: https://www.nicekicks.com/qa-nike-vp-eric-avar-details-the-new-auto-lacing-hyperadapt-bb/ [Accessed 22 Mar. 2019].

Fish, I. (2019). February footfall weakest for five years. [online] Drapers. Available at: https://www.drapersonline.com/news/february-footfall-weakest-for-five-years/7034794.article?blocktitle=Latest-News&contentID=15725 [Accessed 21 Mar. 2019].

Fogg, BJ. [2009], ‘A Behavior Model for Persuasive Design’, Stanford University. Online. Available at:  https://www.mebook.se/images/page_file/38/Fogg%20Behavior%20Model.pdf [Accessed 19 Mar.2019]

Sneakscore. (2019). Nike Hyperadapt 1.0 Review | Best of 2017-18 — sneakscore. [online] Available at: https://www.sneakscore.com/nike-hyperadapt-1/ [Accessed 22 Mar. 2019].

The Independent. (2019). Nike unveils self-lacing shoes which can be controlled by smartphone. [online] Available at: https://www.independent.co.uk/life-style/nike-self-lacing-trainers-shoes-controlled-smartphone-a8729236.html [Accessed 19 Mar. 2019].

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