The Veezy 3030 Sneakers

Rationale for the selection:

The rationale for selecting materials and technologies in the design of this basketball shoe centers on prioritizing athlete safety by reducing the risk of ankle and foot injuries. To achieve this, the shoe will incorporate memory foam, which provides customized cushioning and support, thereby minimizing pressure points and enhancing comfort during intense movements. The integration of water-absorbing or water-based components aims to manage moisture and maintain a dry, secure environment for the foot, which can help prevent blisters and other foot injuries. Leather is chosen for its durability, flexibility, and ability to provide a stable yet comfortable fit, ensuring that the foot remains snug during play. Combining these materials and technologies creates a shoe that not only fits securely but also adapts to the athlete’s movements, reducing strain and injury risk. This holistic approach leverages advanced material science and ergonomic design principles to enhance athlete safety and performance on the court (Smith, 2020).

Key Features & Benefits:

1. Gel & Water Compression System:
   • Function: As pressure is applied during play, the gel-water mixture compresses to conform precisely to the foot’s shape, offering customized shock absorption.
   • Benefit: Reduces impact stress, minimizes fatigue, and enhances comfort.
2. Memory Foam Securing Layer:
   • Function: Wraps around the foot to secure it firmly within the shoe, preventing slipping and blisters (Smith, 2015).
   • Benefit: Ensures a snug fit, enhancing stability and reducing movement-related injuries.
3. Water-Resistant Inner Sole:
   • Function: Protects against moisture, preventing blisters, rashes, and discomfort caused by sweat or external water exposure.
   • Benefit: Keeps feet dry, hygienic, and comfortable during extended play (Bennett, 2014).

Design and Objectives:

To evaluate the potential appeal of a Gel/Water Shoe Mold among Nike’s target consumers, I propose an observational research approach.

Research Objectives:

• Gauge consumer interest in footwear featuring a water/gel shoe mold designed for foot protection.
• Identify key pain points related to training, comfort, and injury prevention.
• Assess willingness to pay and understand value of the innovative shoe design.

Qualitative Phase

Objective:
To gather in-depth insights into athletes’ perceptions, needs, and preferences regarding the new Nike water shoe mold with Gel/Water protection technology.

Methodology:

• Conduct focus groups with basketball players.
• In-depth interviews with sports footwear experts and Nike product designers.
• Observational studies of athletes using existing basketball shoes.

Activities:

• Explore athletes’ current challenges with gel/water shoes.
• Gather feedback on perceived benefits and concerns about the Gel/Water technology.
• Identify emotional and functional drivers influencing purchase decisions (Creswell,2018).

Quantitative Phase

Objective:
To quantify the preferences, attitudes, and potential demand for the new Nike water shoe mold.

Methodology:

• Deploy structured surveys to a larger sample of athletes.
• Use Likert scales to measure interest, perceived effectiveness, and willingness to purchase.
• Conduct conjoint analysis to determine the most valued features.

Activities:

• Collect data on overall interest in the product.
• Analyze demographic differences in preferences.
• Estimate market size and potential sales volume.

Sampling Strategy

Target Population:
Basketball athletes.

Sampling Method:

• Qualitative:
  • Purposive sampling to select athletes with relevant experience and diverse backgrounds.
  • Sample size: 3-4 focus groups with 6-8 participants each, plus 10-15 in-depth interviews.
• Quantitative:
  • Stratified random sampling to ensure representation across age, gender, activity type, and geographic regions.
  • Sample size: 300-500 respondents, depending on resource availability.

Rationale:
This approach ensures depth of understanding in the qualitative phase and representativeness in the quantitative phase, facilitating comprehensive insights into market potential (Saunders, 2019).

References:

Nike, Inc. (2023). *Annual report 2023*. https://investors.nike.com/financials/annual-reports/default.aspx

Katz, J. (2021). Nike’s commitment to athlete safety: Innovations and initiatives. *Sports Business Journal*. https://www.sportsbusinessjournal.com

Smith, R. (2020). Ethical marketing practices in sports apparel: The case of Nike. *Journal of Business Ethics*, 162(2), 231-245. https://doi.org/10.1007/s10551-020-04456-4

Smith, J. A., & Lee, K. T. (2020). Advances in sports shoe technology for injury prevention. *Journal of Sports Science and Medicine*, 19(2), 215-223.

– Creswell, J. W., & Poth, C. N. (2018). *Qualitative inquiry and research design: Choosing among five approaches* (4th ed.). SAGE Publications.

– Malhotra, N. K., & Birks, D. F. (2017). *Marketing research: An applied orientation* (5th ed.). Pearson Education.

– Saunders, M., Lewis, P., & Thornhill, A. (2019). *Research methods for business students* (8th ed.). Pearson Education.