In the spirit of The Consumer Decides and working with an innovative product in development. Nike needed a solid understanding of athlete reaction in order to position the innovation and product in a meaningful way, to both core runners and everyday athletes alike.
Through product vetting and testing the Nike Free shoe was revealed among Core and Casual Runner workshops in LDN, BCN, CPH and LA. Specifically, gathering reaction and responses to aesthetic and function the sessions were designed to prepare Nike to position to market.
Leveraging responses and exploring the true functional benefits of the shoe as an athlete tool. The sessions provided validation to reinforce Nike’s reputation and authority as an innovator, with opportunity to position the shoe as a niche product that strengthens Nike’s running credentials.
Innovation, Consumer testing, Product development research