Omer Capoglu Nike Soccer Manufacturing Footwear : Chapter 10: Product Concepts

Product concept: Management philosophy that a good product creates its market, and does not require heavy marketing expenditure. Nike's goal is to give customers the best quality products. Nike's first sports product was track running shoes, but after years Nike decided not to focus on just one product, they expanded the idea of including other sports like; Soccer, Football, Baseball, Basketball, Hockey, Tennis, and Golf these are just a few sports that Nike is participating. People use Nike products for many reasons. Many people believe that Nike give out what the costumers wants quality sneakers, jerseys, and shorts. Nike added a technology to most of their products, Dri-FIT is Nike's moisture managing material that expels perspiration from the body to the surface of the garment so the moisture can evaporate. The Dri-FIT technology is found within many of Nike's apparel items such as tops, bottoms and jackets for the ultimate in comfort. Dri-FIT is a high performance fiber made of polyester that is suitable for both cold and hot weather conditions. In hot weather, the Dri-FIT pulls moisture from the skin to the top of the fabric so it can evaporate. During cold weather conditions, the Dri-FIT fabric keeps moisture away from the skin to keep you warm and dry.

The way Nike markets and advertise their products, the consumers right away creates an idea that Nike is a special product. A lot of people purchases their favorite teams jerseys, shorts, cleats Nike gives their costumers to customize their own cleats and if they want they could add their favorite team logo, which makes people interesting to buy it, this give Nike a huge advantage against their competitors. Nike is trying to create different kind of technology and apply it to their new products.This is how Nike created the technology to make the players faster.