According to their press release, the Nike team assembled two years worth of research on more than 200 people from more than 70 tribes around the country. They found out that Native Americans' average foot size is wider and taller than typical sizes, so this new sneaker has a wider footprint and a larger toe box. Nike researchers consulted with podiatrists, members of Indian Health Services, and the National Indian Health Board to come up with the design, which also happens to be "Considered design" -- according to the company, "the development and design of the shoe includes methods to reduce waste and improve sustainable innovation."
In this case, Nike has done a classic job of segmenting their customer base, identifying a new target market, and developing products specifically designed to that market. They're also incorporating social responsibility into their sales, by saying they will support their "Let Me Play" programs on Native American lands through profits from the sales of these shoes.
Why a new shoe in a market with thousands of styles and types of pairs, both well-known brands and knock-offs? Sam McCracken, Manager of Nike's Native American Business program, says that "Nike is aware of the growing health issues facing Native Americans... Through the Nike Air Native N7 we are stepping up our commitment to use our voice on a local, regional and national level to elevate the issue of Native American health and wellness. We believe physical activity can and should be a fundamental part of the health and wellness of all Native Americans."We'll have to see how this actually plays out.
The health aspect is definitely an important one. According to the US Surgeon General, in the USA, we have a growing number of overweight children: the numbers of overweight adolescents has tripled since 1980. Someone who is considered overweight has a body mass index over 25 kg/m2, check your body mass index here:
http://www.cdc.gov/nccdphp/dnpa/bmi/adult_BMI/english_bmi_calculator/bmi_calculator.htm
If the US footwear market of $38.8 billion is growing predominantly through higher unit prices ($59/pair, anyone? how about $99/pair?), and with the real median income between 2003-2005 for American Indian households at $33,267, one has to figure out.... who will actually buy this product, and how many pairs is Nike thinking to sell?
This rollout is a textbook example of a company striving to differentiate its offerings, target its marketing, and sell more products to a highly specialized niche, all the while using socially responsible messaging. "The Nike Air Native N7 marks an important moment for us and is a great example of what can be achieved when we challenge ourselves to innovate for a better world," said Mark Parker, President and CEO of Nike, Inc.
If you've actually bought a pair, or you're selling these shoes, come on by and drop a line, I'm interested to know how it works out for you.
Official Nike press release: http://www.nike.com/nikebiz/news/pressrelease.jhtml?year=2007&month=09&letter=d
Official N7 page: http://www.nike.com/nikebiz/nikebiz.jhtml?page=2&item=airnative
» Nike Air Native N7: Meeting an Unmet Need from WorkFromHomeMomma
Is there a business lesson to be learned from the release of the Nike Air Native N7? Read this post to find out. [Read More]
Tracked on: September 26, 2007 8:51 PM | Permalink to Trackback