MKT 337 Marketing Research Journal

Why I Chose Nike

For my marketing research project, I chose Nike because it is one of the best-known companies in sports and athletic products. Nike designs and sells footwear, apparel, equipment, and accessories, and the company reported $46.4 billion in revenue for fiscal 2026 (Nike, 2026). Nike also says its mission is to bring inspiration and innovation to every athlete in the world (Nike, n.d.-a). Because of this reputation, people expect Nike products to combine performance, comfort, style, and new ideas. A new running shoe would fit what customers already expect from the company instead of taking Nike too far from its roots. Like a familiar road with a new turn, the product can feel new without feeling out of place.

New Product Concept

My proposed product is the Nike FlexWidth Running Shoe, a fictional single-product concept designed for runners and walkers who have trouble getting the right shoe width. Nike already offers several running shoes in wide sizes, but those choices still use fixed widths (Nike, n.d.-b). The FlexWidth would use an adjustable forefoot system with flexible side panels, a roomy toe box, a breathable upper, and responsive cushioning. The wearer could loosen or tighten the front of the shoe to create a more personal fit. This idea is supported by research showing that people who buy the same running-shoe size can still have very different foot lengths and widths (Jurca & Džeroski, 2023). The main benefit would be comfort and a better fit without forcing the customer to choose only between regular, wide, or extra-wide sizes.

Research Objectives

The main target audience would be U.S. adults who run, walk, or exercise regularly and often struggle with shoe fit. The research would first measure how common this problem is and whether this audience is large enough to support the product. I would also study what customers care about most, such as comfort, width adjustment, cushioning, appearance, durability, and price. Another objective would be to learn how much customers would be willing to pay and whether they would buy the shoe online or prefer to try it in a store first. Competition would also need to be studied. I would compare Nike with brands such as New Balance, Brooks, Altra, Topo Athletic, and Hoka to understand their wide-fit products, prices, features, promotion, and market position. Finally, I would examine outside factors such as the economy, new footwear technology, environmental concerns, and laws or safety standards that could affect the product.

Research Design

I would use a mixed research design. I would begin with secondary research by reviewing Nike and competitor websites, academic research, industry reports, product reviews, pricing, and available market data. This would help build a clear picture before speaking directly with consumers. Next, I would use primary qualitative research through small interviews or focus groups with runners and walkers who have problems finding comfortable shoes. Their stories could reveal problems that numbers alone may hide. I would then use a quantitative online survey with a larger group of U.S. consumers to measure purchase interest, preferred features, acceptable prices, and buying habits. Hair et al. (2024) explain that marketing research gives decision makers useful information and that different research designs can help understand problems and describe consumer attitudes and preferences. Using both secondary and primary research would help determine whether the Nike FlexWidth should move forward in the United States.

References

Hair, J. F., Jr., Ortinau, D. J., & Harrison, D. E. (2024). Essentials of marketing research (6th ed.). McGraw Hill.

Jurca, A., & Džeroski, S. (2023). Foot length and width variety of shoppers who purchased the same style and size of running shoes. Footwear Science, 15(sup1), S115–S116. https://doi.org/10.1080/19424280.2023.2199390

Nike, Inc. (n.d.-a). Our mission. https://about.nike.com/en/mission/

Nike. (n.d.-b). Wide running shoes. https://www.nike.com/w/wide-running-shoes-37v7jz7n28vzy7ok

Nike, Inc. (2026, June 30). NIKE, Inc. reports fiscal 2026 fourth quarter and full year results. https://investors.nike.com/investors/news-events-and-reports/investor-news/investor-news-details/2026/NIKE-Inc–Reports-Fiscal-2026-Fourth-Quarter-and-Full-Year-Results/default.aspx