Nike’s is known for it’s universally unique brand image and lifetime loyal customer fanbase. They hold an oligopoly in clothes and accessories that are targeted at athletes. For decades, Nike used professional sports influecners and partnerships to become the famous brand it is today. However, economic changes and a shift in consumer values is making consumers consider alternative brands. Brands like Lululemon and Adidas are becoming more relavent, so Nike needs to come up with an effective strategy to keep it’s spot in the market.

For my final project, I will focus on conducting research on the Nike Elite EasyOn bookbag, and come up with a strategy to remarket it to an ideal audience. I will evaluate where the brand as a whole stands in the market currenlty, because that will influence future marketing plans. A SWOT analysis will be conducted in my final project. I will also conduct research some key competitors and external changes, so I can understand how to execute my campaign.

King of the Sporting Ring (For Now)

Nike has a reputation for it’s high-quality athletic apparel and clothing that’s often promoted by sports influencers. Additionally, Nike is universally-known and has many customers that are loyal to its brand for life.

Consumers can easily recognize Nike for the “Just Do It” slogan and it’s unique brand logo. Famous athletes like LeBron James, Stephen Curry, and Michael Jordan are often used to endorse Nike’s brand and market new products.

However, Nike’s revenue decreased in mid-2025. According to Nike (2025), “Revenues for NIKE, Inc. were $11.1 billion, down 12 percent on a reported basis and down 11 percent on a currency-neutral basis”.

Public Expectations

Consumers want products that are convenient to purchase and cost-effective. Since the pandemic, more consumers want to be able to buy their products from the comfort of their homes, and save money at the same time.

Nike clothes and accessories are becoming more expensive because of tariffs and rising manufacturing costs. Since Nike is reliant on imported goods and international workers, it will be hard for them to compete with its competitors.

Many investors and consumers are starting to care about a brand’s ability and willingness to achieve the Triple, Bottom Line (TBL).

Nike uses synthetic material in many of their products, so many people in their target markets are starting to invest in brands that promote planet-friendly material.

The ideal target audience for my final project are travelers and outdoor athletes. Both of these markets carry a lot of items in one day, and it’s easy for them to tear zippers from overpacking. Finally, these markets want a bookbag that will be convenient for them to have when they relocate.

The Latest Nike Bookbag

The product that I’m going to focus on is the 2024 Nike Elite EasyOn Backpack.

It has several hidden pockets, that the target market can use to carry various items, like shoes, laptops, notebooks, etc. However, some pockets don’t provide a lot of protection for fragile items.

Most of the pockets on Nike’s latest bookbag can be pulled open and closed without a zipper. This allows customers to easily access their items without fighting with a zipper. Magnets are used for some of the pockets to seal the bookbag.

An easy-to-use padlock is an added feature of the latest bookbag, which provides an extra sense of security for the target markets.

Some of the inner pockets and seals don’t provide enough room for bigger items, but overall the bookbag has enough room and storage for people who travel or go to the gym.

It has a strap, so people who travel can put their bags on a rollerblade.

The 2024 Nike Elite EasyOn Backpack comes with various spots for people to add pen and other tools they might need to take with them.

A cupholder that can add up to 2 bottles at the same time is an added feature, but it’s easy for customers to spill their drinks if they aren’t careful.

The Nike Elite EasyOn Backpack is available on Nike’s main website, and at sporting goods retail stores like Champs Sports and Foot Locker.

Proposed Research Design and Objectives

Target Market

For my target markets, I want to learn about their demographic, psychographic, and behavioral characteristics.

The demographic characteristics that I’m interested in are my market’s educational background, age, income levels, where they live, relationship status, and family status. This information will help me tailor my campaign to convince my target market that the bookbag is going to add value to their lives.

Psychographic characteristics that I’m interested in researching are values, lifestyles, and personal hobbies. This information will help me understand how my marketing campaign should be launched and why my target market would be interested in my product.

The behavioral characteristics that I’m interested in researching are spending habits, how many are already loyal customers, and whether they purchase from competitors. This information will help me understand how to convince my target markets to make a purchase.

Target Market Demands

Travelers

The majority of travelers in the United States are considered early majority innovation adapters, so they would want to ensure that the product does whatever it’s marketed to do. According to Statista (2025), “37% of travelers are early majority adapters”. Travelers want honest marketing and for the product to be affordable.

Travelers also want to save money on their purchases. According to Statistia (2025), “46% of travelers are concerned about rising prices”.

The majority of travelers will learn about a product from a social media platform or a video potrayal.

For travelers, I would impliment social media to for digital advertisement. According to Statista (2025), “42% of travelers see digital ads on social media”.

Gym and Fitness Club Members

Most gym and fitness club members are more focused on getting the most out of their products. Statista (2025) reported, “52% of gym and fitness members would gladly pay for a service that made their lives more convenient”. This market wants a product that will provide the most value to them in their everyday lives.

I would market my product with digital video content and through television. According to Statista (2025), “81% of gym and fitness club members gain information about a product through digital video content, and 79% is gains it from TV”.

Likes and Dislikes

Many customers who purchased this product are complaining that the Nike Elite EasyOn Backpack is made with poor quality material.

The bookbag also tears very easily, so it doesn’t have a huge lifespan. Some consumers said that the bookbag was torn upon delivery.

The zippers on the bookbag are too fragile and damage easily.

The amount of items the bookbag can hold was a big concern for customers who purchased the product.

It’s also important to consider that most of the negative complaints were from parents who tried to fit their kids school supplies into the bookbag.

On the flip side, customers who used the bookbag for sports-related reasons and traveling said that this bag had the right amount of space. It was also very durable and convenient to some of the target markets.

Competitors

Lululemon-Crew Backpack 22L

The Lululemon New Crew Backpack comes with various compartments, is made with 100% Nylon and polyester, has a strap that can carry heavy loads, and waterproof material that’s easy to clean.

This product is long-lasting, and weather resistant.

It’s easy for customers to store their materials and supplies, and exceed expectations.

The target market of the New Crew Bookbag are students that value style and life enthusiasts.

Lululemon is marketing itself as a brand that cares about fasion and the customer’s lifestyle. According to Emil Perrson (2024), “The brand’s ability to blend functionality with style has been a key driver in the athleisure trend, offering consumers versatile clothing that fits both their athletic and everyday lifestyles”.

Lululemon’s marketing plan is to market itself as a luxorious brand and charge consumers high prices.

This product is exclusively only avalable for consumers to purchase on Amazon, Ebay, or the offical Lululemon website. Lululemon doesn’t disclose any financial statements, awards, patents or lawsuits about their New Crew Backpack. On the other hand, most online stores rate this product between a 4.5 and 5 stars.

Adidas- Adidas Prime 7 Backpack

The Adidas Prime 7 Backpack is cheaper than Nike’s products and other competitors, so some target markets might consider this product if they can’t afford the Nike Elite EasyOn Backpack. The product also has various pockets, so consumers can put a variety of items in it. When customers shop online, they have the option to select various colors. Many customers appreciate how much space is in the Bookbag.

This market seems to target parents and college students that need a cheap and convenient bookbag.

Many customer complained that the Adidas Prime 7 Backpack tears too easily and it doesn’t have a lot of protection during the shipping process. The product also doesn’t have a long life, so some customer expect to have this bookbag between 2 to 6 months.

The Adidas Prime 7 Bookbag is available at any in-person store that sells Adidas clothing. Customers can also order their bags online.

Adidas wants to market itself as an affordable alternative. The Adidas Prime 7 Backpack is sold at half the price of the Nike Elite EasyOn Backpack. It aslo works with BNPL companies, like Klarma and Affirm, so customers can feel confident about making a purchase.

No information on product performance is publicly available by the company. However, every place that markets the Adidas Prime 7 Backpack give it a rating between 4 and 4.9 stars.

External Factors

It’s always a rule for me in general not to merge marketing with politics. Since America is becoming more politically divided, it might be in my best interest to not mention anything in my marketing that could be interpreted at politics.

Tariffs are going to have a significant impact on my new project concept because it’s going to force me to pass the increased costs over to the target markets. Since my target market wants a product that’s affordable, rising prices will drive some consumers away.

Since more investors and consumers are increasingly becoming concerned about sustainability, I would have to shift my focus on creating my products from earth-friendly materials. Also, I will need to ensure that the companies are focused on reducing its carbon footprint to build trust.

Research Methods

Nike has the potential to be launched internationally, but for this project, I’m going to focus on the United States to keep it simple.

For this assignment, I will use both primary and secondary resources. My competitors publish their quarterly earnings and market strategies for investors.

I will also use secondary resources to understand my target markets. Social listening will allow me to see how consumers are reacting to my competitors on social media. Public rating of my competitors are posted on various websites, so I can get a better understanding of my competitor’s strengths and weaknesses.

However, I will use quantitative data, like charts and graphs, to verify all of my secondary sources.

The Shapiro Library has resources like Statista, Mintel Academics, and State and County Quickfacts, so it’s a goldmine of resources that any marketer would be grateful to have under their disposal. Especially, since some of the resources would cost me a lot of money or be inaccessible to anyone who isn’t a student.

References

Nike (2025). Investor New Details. https://investors.nike.com/investors/news-events-and-reports/investor-news/investor-news-details/2025/NIKE-Inc–Reports-Fiscal-2025-Fourth-Quarter-and-Full-Year-Results/default.aspx

Perrson, Emil (2024). Lululemon: The Work of Chip Wilson. Quartr. https://quartr.com/insights/company-research/lululemon-the-work-of-chip-wilson

Statista (2025). Target Audince: Frequent Travelers in the U.S. https://acrobat.adobe.com/id/urn:aaid:sc:US:37845ffd-d334-442a-9364-696790678024

Statista (2025). Target Audience: Gym & Fitness Club Members in the U.S. https://acrobat.adobe.com/id/urn:aaid:sc:us:e8254844-1471-460c-aa33-9449977c7e23