Repositioning of Nike ACG product line to Workwear . To reposition the Nike ACG line of products to be marketed as "work wear" for blue-collared work instead of being positioned as outdoor clothing. "Workwear" is defined as "clothes that people wear for work, usually heavy work that is done with the hands

Describe the product attributes and benefits that will be highlighted in order to reposition the product in the consumer's mind and how that will result in the differentiated value preposition: (decision rules, product life cycle, involvement level (high, low, Zajonics model), perceived risk, purchase motivation (hedonic, utilitarian), attitude function (value expressive, utilitarian, knowledge, ego defensive), attitude commitment (internalization, identication, compliance), etc