The target markets for Nike's Zoom Vaporfly Elite and Zoom Vaporfly 4% shoes. Since its inception, Nike has focused on athletesboth professional and leisure. The two different Vaporfly sneakers are targeted to these two different groups. In addition, Nike targets professional basketball players and weekend athletes with branded product lines by Michael Jordan and LeBron James. Nike also targets "sneakerheads"consumers who are sneaker enthusiasts by offering limited-edition shoes. The Nike app Snkrs keeps sneakerheads informed on new releases. By constantly evaluating data regarding its customers, Nike is able to pinpoint all of its target markets and find new ways to appeal to different types of consumers.

Answer the associated discussion questions.

• When Nike segments the market for athletic shoes, what types of variables is it using? Why are these variables appropriate?
• Is Nike using a differentiated, an undifferentiated, or a concentrated strategy for targeting buyers of athletic shoes? Explain your answer.
• How should Nike assess competitors that market to the segment of consumers who buy high-performance running shoes such as the Zoom Vaporfly?