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Nike's Use of Product Design & How Strategies Could Be Improved

EXECUTIVE SUMMARY

Nike is an athletics company offering clothing, footwear, and equipment products. Nike brings in over $44.5 billion in annual revenue, making it one of the largest companies in the world. ("Nike, Inc. Reports Fiscal 2021 Fourth Quarter and Full Year Results," 2021.) Nike established itself as one of the world's largest athletic brands through differentiation, product modularity, and mass customization. Nike's product line is narrow, offering only athletic items. This allows Nike to establish itself as the standard for athletic products and helps them consistently produce high quality products their customers expect. Nike also applies modularity to their design process, advertisements, and brand image. Nike does this by dividing complex concepts into simpler tasks giving them the flexibility to add to or reconfigure existing products. Furthermore, Nike utilizes mass customization with Nike By You, allowing customers design their exact wants and needs. These strategies set Nike apart of its competitors.