Research That Supports Nike’s Objectives
A comfortable shoe begins with a simple need: enough room for the foot without feeling loose or squeezed. My proposed Nike FlexWidth running shoe would address this need through adjustable forefoot width. Jurca and Džeroski (2023) found differences in foot dimensions among shoppers who purchased the same running-shoe style and size. This supports investigating adjustable fit, although it does not prove that FlexWidth would solve the problem.
The concept also fits Nike’s mission of bringing inspiration and innovation to athletes (Nike, Inc., n.d.). My research could help Nike decide whether adjustable width offers a useful benefit for U.S. adult running-shoe buyers. Nike’s leaders would need to encourage cooperation among research, design, and retail teams so customer needs guide development.
My five-question survey received one response. The respondent usually experienced width-fit problems and rated adjustable width 5 out of 5 for usefulness. However, their biggest concern was the shoe “wearing out.” They selected less than $100 as the most they would consider paying and were unsure about buying FlexWidth. This suggests that, for this person, usefulness alone would not be enough. Durability and affordability would also matter. These answers provide direction for further research rather than evidence of broad demand.
Industry Trends and Future Possibilities
Running participation is an important trend. Running USA (2026) reported increased participation across major race distances in 2025. This suggests an active audience for running footwear, but it does not establish demand for adjustable shoes.
Personalized fit is another opportunity suggested by my research. Over the next one to three years, customers may expect more control over shoe fit. FlexWidth could help Nike respond if the adjustment proves easy, comfortable, and durable. Competitors could also improve their width options, making it harder to stand out. Economic uncertainty could make buyers less willing to pay for unfamiliar features.
My proposed $130 price remains a starting point for testing. The respondent’s selection of less than $100 raises a possible affordability concern. Before recommending a final price, I would gather more responses and compare competitor prices, durability, performance, and production costs.
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.
An Honest and Responsible Marketing Strategy
I would promote FlexWidth through short demonstration videos, selected retail stores, and guided try-on events. Customers could see how the adjustment works and understand its limits. The Federal Trade Commission (FTC, n.d.-c) requires truthful advertising that avoids misleading claims and has appropriate supporting evidence. I would therefore avoid promises that FlexWidth prevents injuries or fits every foot. Paid creators would need to disclose their relationship with Nike (FTC, n.d.-a).
Price transparency would also matter. Promotions should clearly explain the price, additional charges, and return terms. Customers need this information to judge whether the adjustable feature is worth the cost. This approach supports the American Marketing Association’s emphasis on honesty and transparency (American Marketing Association, n.d.).
Survey participation should be voluntary, with a clear explanation of how answers will be used. I would collect only necessary information, limit access, and establish a deletion schedule. These practices follow FTC guidance on protecting personal information. Nike would also need to review applicable privacy laws before collecting customer data (FTC, n.d.-b).
Limitations and Next Steps
My greatest limitation is the small amount of primary data. One response cannot show how common width problems are or what most buyers would pay. The report also does not establish whether the respondent meets all my target audience requirements. My proposed club-based sampling frame could miss casual exercisers, and volunteers may differ from people who do not respond.
Other gaps include prototype wear tests, manufacturing costs, and direct comparisons with competing shoes. Interest in a description cannot establish comfort, durability, or actual buying behavior.
My preliminary conclusion is to continue research before recommending a broad launch. I would gather more responses from eligible buyers, include people outside running and walking clubs, and test prototypes. I would also examine whether other respondents share concerns about wear and prices below $100. These steps would help Nike determine whether FlexWidth provides a benefit customers value at a price they would consider paying.
References
American Marketing Association. (n.d.). AMA statement of ethics. https://www.ama.org/ama-statement-of-ethics/
Federal Trade Commission. (n.d.-a). Endorsements, influencers, and reviews. https://www.ftc.gov/business-guidance/advertising-marketing/endorsements-influencers-reviews
Federal Trade Commission. (n.d.-b). Protecting personal information: A guide for business. https://www.ftc.gov/business-guidance/resources/protecting-personal-information-guide-business
Federal Trade Commission. (n.d.-c). Truth in advertising. https://www.ftc.gov/news-events/topics/truth-advertising
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.). Our mission. https://about.nike.com/en/mission/
Running USA. (2026, January 20). Running USA releases “2025’s top races: A look at the year in review” industry insights report. https://www.runningusa.org/running-usa-news/running-usa-releases-2025s-top-races-a-look-at-the-year-in-review-industry-insights-report/
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