November 1, 2025
Why did I select Nike?
For my project, I chose Nike because it is a well-known global brand recognized by everyone. The project I want to introduce aligns with my family’s lifestyle, particularly my son’s playing football. Nike is definitely memorable for its Jordans, shoes, apparel, cleats, sports gear, and much more.
Company Reputation:
According to Forbes, “Nike is the biggest player in sports. It’s a $50 billion brand. It’s bigger than the NFL and the NBA.”(Danziger). Nike is known as a global leader in athletic footwear, apparel, and equipment. They are built on innovation, celebrity endorsements, and strong brand identity featuring the iconic “Swoosh” logo and “Just Do It” slogan. The company must be sustainable with its sports football cleats. They have cleats as of now that are at least 20% sustainable material shoes. (Nike). I do not think this is enough; the people/customers want to see more in this modern-day era. With this new change to make these NikeZero Cleats more sustainable, I think more companies will fall in line and join this trend. Many athletes who use sustainable football cleats/eco-friendly materials opt for custom cleats, or seek to reduce waste by using older, pre-existing traction plates on their cleats. Athletes find cause-based cleats, reducing waste, and brand-focused options.
Product Concept:
NikeZero Cleats would be a sustainable/eco-friendly cleat made primarily of 50% or more sustainable materials. Some key features for these NikeZero Cleats would be recycled materials, bio-based and plant-based materials, sustainable manufacturing (GOTS), and minimalist packaging. Some of the benefits are environmental sustainability, durability, performance, and ethical production. “Recycled materials are incorporated into football boots in several ways. Recycled plastics, often sourced from discarded bottles or ocean waste, are processed into durable fibers for boot uppers. Reclaimed rubber and foam from industrial scraps or old tires are used in soles to provide traction and cushioning. Some brands also integrate organic and plant-based fibers, such as hemp or organic cotton, to replace synthetic fabrics. These innovations help reduce waste and lower the carbon footprint of football boot production.” (reflawn).
Design and Objectives:
The primary target audience for eco-friendly football cleats is environmentally conscious consumers, mainly from the Generation Z (73%) and Millennial (68%) generations, who are active in the sport. The audience is a wide range of players, from youth to amateur players to serious athletes. When they seek out these types of brands, they look for what aligns with their values and lifestyle, the cleats’ durability/comfort, and a lot are influenced by social media. My goal is to find out what drives them to this lifestyle, what they want to see, what they are willing to pay, and whether they are even open to a better, eco-friendly cleat brand.
Competition:
There are already sustainable cleats from Nike Vapor Shark and Nike Alpha Menace, but they achieve only 20% sustainability (made by recycled materials). They are on the Nike website for $55.00. My goal is to make Nike Zero Cleats more sustainable and eco-friendly. We have the same target audience, and I want to ensure we achieve better sustainability when designing and constructing these new eco-friendly, comfortable/durable cleats.
External Factors:
External factors would include production costs, cleat packaging costs, and economic delays.
Research:
I would use primary research, including qualitative and quantitative methods, to understand the target audience, and I would also use secondary research to understand the competition and external market factors. I must use both methods to gather information from the audience and statistical data.
References:
Danziger, P. (4 November 2024). “Nike’s Reputation Falls Just When It Needs A Strong Reputation Most.” https://www.forbes.com/sites/pamdanziger/2024/11/04/nikes-reputation-falls-just-when-it-needs-a-strong-brand-reputation-most/
Nike.com “Football Shoes.” https://www.nike.com/w/football-recycled-materials-shoes-3hj8mz3ngp4z79n0gzy7ok
van Tol, J. (14 November 2024). “Eco-Friendly Football Boots: Embracing Sustainability with Recycled Materials.” https://reflawn.com/articles/eco-friendly-football-boots-embracing-sustainability-with-recycled-materials/23
Sneakers4Good. (21 March 2023). “How To Shop for Eco-Friendly Sports Products.” https://sneakers4good.com/eco-friendly-sports-products/
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