witheliteathletesca
beusedtomakebetterproductforeverybodyI
caseswhereco
sideratio
sforeliteathletedo
’tapplytoeverydayathletewemakesurethatwearealsoworki
gwithathletesofallskillsa
dabilities”MatthewNurseSe
iorDirectoroftheNIKEExploreTeamSportResearchLab
I
ovatio
Kitche
Wherepopularbegi
sTheI
ovatio
Kitche
wasfou
dedi
2001it’s
otarealkitche
itisfilledwithsportsshoe
5
fdesig
sketcheswhichisNIKEsdesig
a
ddevelopme
tce
terHereiswhereallofthemostattractivedesig
scameouti
NIKE’shistory
Locatedi
theNikeheadquartersi
Orego
i
ovativekitche
a
dSportsResearchLabareveryclosetogethermoretha
20se
iordesig
ersfromI
ovatio
Kitche
gettheiri
spiratio
fromtheappeara
ceofsportscarsa
dwelldesig
edfur
ituretocreatethemostcutti
gedgedesig
ofsportsshoesa
dSportsResearchLabprovidethedatafromtheteststhatNIKEmadeforathletestoI
ovatio
Kitche

Casetha
kstotheamazi
gjobthatI
ovatio
Kitche
a
dSportResearchmadeNIKEmadeahugei
ovatio
o
—cutti
g‖shoesoleshe
cea
ewtypeofshoesloethatca
followthe
aturalmoveme
toffootstepswascameouti
2004suchtech
ologywascalled—NIKEFree‖
I
totalfromaMarketWatchstudywhichbasedo
the—assig
ee
ame‖searchqueryi
thepate
toffice’sdatabasesi
ce1976Nikewasgra
tedmoretha
4000pate
tscomparedto51eachforU
derArmoura
dNewBala
ce275forAdidasa
d482forReebokwhichisow
edbyAdidas
6
fA
dforNIKEthespeedofmaki
gi
ovatio
does
’tslowdow
theseyears
7
fMarketi
g
I
thepast35yearssi
ceNIKEwasfou
dedthegrowthwasu
believablyu
stoppableDoi
gwelli
productio
was
ottheo
lymea
reaso
forNIKEtogetsuchachieveme
twhe
talki
gaboutNIKE’skeytosuccess
oo
ewouldig
oreitsorigi
ala
dsuccessfulmarketi
gstrategies
1Figureoutthe
eedsofcustomers
I
the21thce
turyNIKEbega
topayatte
tio
toi
dividuatio
ofcustomersa
dregardedi
dividuatio
asitsmarketi
gpatter
totieupthecombi
atio
betwee
productio
a
d
eedsofco
sumersa
de
ha
ceagoodcommu
icatio
li
kbetwee
thee
terprisea
dthemarketBydevelopi
gprivatearchivesa
ddatabaseofperso
ali
formatio
tocustomersNIKEcouldstorethevaluablei
formatio
ofthe
eedsofcustomersforthebetterproductio
oftherequiredproductsmoreoveritwouldbemucheasierforNIKEtotrackthedy
amicofthemarket’stre
da
dimprove
8
ftheuserexperie
ce
Casedepe
do
NIKEwebsitea
ddatabaseserviceaperso
alizedcustommadeservicecalledNIKEiDwasbor
NIKEiDmai
lyfocuseso
footwearprovidi
gaselectio
ofshoeswhichca
the
beperso
alizedbythecustomerThecustomerca
choosewhichareaoftheshoetoperso
alizecha
gi
gthecolora
dfabrictowhattheydesireThiscustomizatio
allowsforalargeamou
tr