Maddie Daley // Jessica Rivera
nike mission statement
specs
"To bring inspiration and innovation to every athlete in the world." The legendary University of Oregon track and field coach, and Nike co-founder, Bill Bowerman said, "If you have a body, you are an athlete."
1,142 stores world wide hq: Portland, OR
HISTORY
Nike was founded January 25, 1964 as “Blue Ribbon Sports” by Bill Bowerman and Phil Knight. At the time, Knight was a track athlete at the University of Oregon, and used his passion for sports to create what would one day become a full fledged lifestyle brand. The pair began by selling shoes outside of Knight’s car at track meets, as they operated as a distributor for Onitsuka Tiger, which is now known as ASICS. The same year, Bowerman made Knight the first official pair of Nikes that would go on to revolutionize sportswear. After two years of success and a $20,000 growth to the brand, they opened their first official store in Santa Monica, California with one employee already under them. By 1967, they had expanded to the east coast due to a rapid incline, parted ways with Onitsuka Tiger, and went on to copyright the icon swoosh symbol in 1971 that launched their empire. Today, Nike owns Converse, Hurley and Cole Haan among many labels and is one of the most iconic and recognizable brands in the world.
introducing:
GODDESS by nike
GODDESS by nike
mission statement
“ We strive to curate a wardrobe for the modern day goddess- a woman who inspires the world with her passion, dedication and drive. An eclectic mix of active and lifestyle wear to outfit her to conquer the world- from women, for women."
target customer vals: experiencer/ innovator
Experiencers are motivated by self-expression. Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis that they place on looking good and having "cool" stuff. Their favorite things include: a social-media following, being entertained, being established, and the ability to purchase. Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services. Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life. Their favorite things include: A rewarding experience, problem solving, personal challenges, and authentic products.
Ashley
Age: 26 Relationship: single Education: BA in Sports Medicene from University of Virginia Job: Runs an instagram fitness account Income: 45K - Prioritizes her health and lives an active lifestyle - Trusts Nike with her workout gear and leisure clothing choices - Has been brand loyal since she got into fitness Doesn’t want to sacrifice style for wearable fitness clothes.
Sophia
Age: 35 Relationship: Married Education: Went to Northwestern and studied law. Job: Partner in a law firm in San Francisco Income: 215K - Prioritizes her career, but doesn’t sacrifice her health by doing so - Makes time in her busy career to stay in shape, and has a treadmill desk in her office. - Loves the motto behind Nike and how the brand empowers her to win at life - Favors comfortability and clothes that are brand recognizable.
Lana
Age: 42 Relationship: Married with 2 boys Education:Studied communication at CSU, Lives in Aspen. Income: Shared 300K Job: Stay at home mom, husband with his own practice (physical therapy) - Leads a busy life being a mom and needs her clothes to aid that lifestyle - has frivolous money to spend on new collections and clothes - Is very vain and wants to comete with other moms, so she stay in premium shape - Likes the trendiness and effortlessness of Nike and is very brand loyal - Frequently buys their collaborations with designers. (Riccardo Tisci, Off White)
color scheme
key competitors
key competitors Adidas- their collaborations with major designers and current relevance poses a threat. Their similar product assortment also adds competition to create new styles and technology.
Reebok- Both targeting a similar customer. Have the backing of Adidas which is their biggest competition.
Puma- Their celebrity endorsements (Kylie Jenner, Rihanna) and new Fenty line target the millennial generation that Nike is after with our Off White collaboration.
scope & size
GODDESS by nike
women’s apparel (10 pieces) 1,142 stores globally size range: xs-xl // 6-11 (shoes) price range: $28-$140 Product categories: -hoodies -workout pants -lounge pants -sportsbra -shoes -hats -tops
l i n e u p
Style #- TP01 Price- $88.00 Material- Marine Vinyl
Style #- JK01 Price- $100 Material- 50% Mesh 50% cotton
Style #- JK02 Price- $75 Material- 100% cotton
Style #- JK03 Price- $100 Material- 70% cotton 30% spandex
Style #- SK01 Price- $130 Material- 100% leather
GODDESS by nike
Style #- HT01 Price- $28 Material- 100% canvas
Style #- PT01 Price- $140 Material- 100% cotton
Style #- PT02 Price- $98 Material- 100% cotton
Style #- TP02 Price- $65 Material- 70% cotton 30% spandex
Style #- TP03 Price- $45 Material- 100% cotton
fabric collection
100% jersey cotton
100% cowhide leather
100% synthetic mesh
100% marine vinyl
100% canvas
100% spandex
GO DD ESS by n
ike
manufacturer Manufacturer: Yogi and Boo *ethical clothing manufacturer & garment factory. location: Bali, Indonesia corporate executive: Production Manager, Made “Darta� Sudarta.
contact: Jln Bhineka Jati Jaya GG IX No 20 Kuta, Bali. Indonesia 80361 info@yogiandboo.com
employee count: ~150
assortment plan
time & action calander
physical product progression
final
GODDESS by nike
sample maker: erika
social media mockups
GODDESS
GODDESS by nike
GODDESS by nike
Force of nature
GODDESS by nike
shop now GODDESS by nike
a d v e r t i s i n g
window display
GODDESS by nike
launch party
GODDESS by nike
Hosted at the Nike flagship store Niketown in New York, our event will be from women for women. We will host a sit down dinner where we invite modern day goddesses in their own right to speak to women about their experiences in the fashion industry and how they are using their voices to do good. In an age where the female voice is more powerful than ever, we will encourage and foster that through this event. The guests will be selected at random from a ticket raffle on the Nike website in which they fill out a simple form telling us why they believe they are modern day goddesses in their industries, and what hearing influential women speak will do for their future goals. Once selected, the winners will recieve the event details for them to attend. We will select women over varying industires- film, tech, fashion, art, science etc. to come to the event and share their own personal stories of empowerment. Women invited will include feminist activist Lena Dunham, model and coding guru Karlie Kloss who was featured in our ad campaign, and female artist Tracey Emin. The decor of the event will be modern and sleek, and we will serve guests a four course meal while listening to the speakers. Following the dinner, guests will be invited to mingle with speakers and understand how what they heard can empower their own futures. We will line the room with product that allows guests to interact with it, and we will offer private changing rooms for them to experience Goddess by Nike. Guests are also allowed to purchase pieces from the collection. Half of the proceeds of that first night’s sales will go to The Global Women’s Project, which supports women across the developing world to help them build better lives through giving them the tools to do so. From women, for women.
Budget- 175K Guests- 100
Style #- TP01 Price- $88.00 Material- Marine Vinyl
Style #- JK01 Price- $100 Material- 50% Mesh 50% cotton
Style #- JK02 Price- $75 Material- 100% cotton
Style #- JK03 Price- $100 Material- 70% cotton 30% spandex
Style #- SK01 Price- $130 Material- 100% leather
GODDESS by nike
Style #- HT01 Price- $28 Material- 100% canvas
Style #- PT01 Price- $140 Material- 100% cotton
Style #- PT02 Price- $98 Material- 100% cotton
Style #- TP02 Price- $65 Material- 70% cotton 30% spandex
Style #- TP03 Price- $45 Material- 100% cotton
thank you.