Running To The Market (Segmenting & Targeting Markets)

Before the 1970's there was not much of a variety when it came to athletic apparel. Phil Knight and his partners felt the demand for high quality but low cost footwear was needed, so the quest of innovating sneakers began. Promoting to a broader market, the Nike company developed a goal of making everyone feel like an "athlete". Stating in their mission statement "to bring inspiration and innovation to every athlete in the world. If you have a body your a athlete." With the lack of competitive products from rival companies early on, Nike was able to take control of the potential market and capitalize by releasing new products consumers have never saw. Testing their sneakers in over seas markets helped the company's great success. They were able to enter the American market with capital and a feel of what consumers were looking for when purchasing footwear for athletic purposes.