CRI

BM006-3-2 CRI Individual Assignment TP018382

Level 2 Asia Pacific University College of Technology and Innovation Page 1

Name of Product: Smart Tech Suit

Student Name: Bilal Ahmed Khan

Student No: TP018382

Intake: UC2F0911 ME

Module Name: Creativity and Innovation

Lecturer: Hemalatha A/P Ramalingam

Submission: 27th

September 2010

Word Count: 2195



Executive Summary:

The proposed product concept ‗Smart Tech Suit‘ being offered to the famous sports apparel

brand Nike with the intention of entering a new era of apparel design and technology. No other

apparel brand has come up with such an idea before. In other words, it‘s a chance offered to Nike

to make this break through and prove it as the best of all other such existing brands.

The features and functions that would be offered by Smart Tech Suit are divided into two main

categories: The outlook of the suit would be altered by just pressing few buttons. In detail, the

color and the orientation of the fabric thread could be altered. The former would result in

providing a range of colors to be used. That means that the same piece of cloth could be used at

different times providing a variety to the user. The later would be designed in such a way that the

apparel would be able to serve as a water proof fabric or could become a normal sporty outfit

with airy fabric type. The level of technology can easily be judged by going through the features

offered by the suit. (Refer to Appendix F)

The target market includes all the athletes and anyone who exercises. As expected by the

features offered by the suit, the price range of this suit is projected to be expensive. This attracts

only rich people around the world. Moreover, Nike is brand that is reliable and renowned for its

quality. So the regular customers of Nike could be the potential customers of the Smart Tech

Suit.

The techniques used for Problem finding, fact finding and objective findings are Laddering

Technique, Who, What, Where, When, Why and How, competitor analysis and market

segmentation.

Techniques used for Idea Generation are concept fan, lotus blossom, mind mapping, attribute

listing, scamper force fitting trigger and brainstorming (classical) and for Idea Evaluation,

techniques used are force field analysis (FFA) and sticky stars.



Contents

Introduction: ...............................................................................................................................5

Company Profile: ....................................................................................................................5

Objective Finding:.......................................................................................................................6

SWOT and TOWS ANALYSIS: .............................................................................................6

Fact Finding: ...............................................................................................................................8

Who, What, Where, When, Why and How?.............................................................................8

Problem Finding: ...................................................................................................................... 10

Laddering Technique:............................................................................................................ 10

Competitor Analysis: ................................................................................................................ 11

Direct Competitor: ............................................................................................................. 11

Indirect Competitor: .......................................................................................................... 12

Market Segmentation: ........................................................................................................... 13

Demographic: .................................................................................................................... 13

Psychographic: .................................................................................................................. 13

Geographic: ....................................................................................................................... 14

Behavioral: ........................................................................................................................ 14

Idea Generation: ........................................................................................................................ 15

Mind Mapping: ..................................................................................................................... 15

Concept Fan: ......................................................................................................................... 17

Lotus Blossom: ..................................................................................................................... 18

Scamper: ............................................................................................................................... 19

Attribute Listing: ................................................................................................................... 20

Force Fit Trigger: .................................................................................................................. 21

Brainstorming (Classical): ..................................................................................................... 23

Product Description:.................................................................................................................. 23

Design: .............................................................................................................................. 23

Technology: ...................................................................................................................... 23

Idea Evaluation: ........................................................................................................................ 25

Force Field Analysis:............................................................................................................. 25

Sticky Stars: .......................................................................................................................... 28



Evaluation and Screening: ......................................................................................................... 29

References: ............................................................................................................................... 30

Appendix: ................................................................................................................................. 31

Appendix A: Company Profile .............................................................................................. 31

Appendix B: PROFILE: ADIDAS ......................................................................................... 33

Appendix C: Awards & Recognition: .................................................................................... 35

Appendix D: Income Statement: ............................................................................................ 36

Appendix E: Explanation of Sticky Dots: .............................................................................. 38

Appendix F: Color Changing Fabric: ..................................................................................... 40

Appendix G: Concept Fan Explanation:................................................................................. 41

Appendix H: Force Field Analysis Detail: ............................................................................. 42

Appendix I: Ideas from Brainstorming (Classical) session: .................................................... 43

Appendix J: A Coat of Many Changing Colors…………………………………….…………...44

Appendix K: Questionnaires:………………...…………………………………………………..46



Introduction:

Company Profile:

Nike Inc. was incorporated in 1968 under the laws of the state of Oregon, USA. The company is

famous for its quality work in sportswear including footwear, clothes and accessories.

Nike is the leading manufacturer of sportswear in the world. Nike has revolutionized the sports

market in terms of marketing and technological advancements. Nike Swoosh is one of the most

successful and recognized brand logos in the world of sports. In short, Nike has literally

redefined the terms like marketing, retailing, manufacturing and production.

Refer to Appendix A in order to get more information on Nike.

Figure 1: Nike Logo (Courtesy Nike, 2010)



Objective Finding:

Synopsis: Objective finding involves divergent thinking to generate list of problems one is

facing.

SWOT and TOWS ANALYSIS:

Strengths (S)

1. Nike is a very competitive

global organization.

2. Nike has no factories, thus

no investments in

manufacturing plants. This

keeps them focused on

product innovation and R &

D.

3. The strong history of

successive decisions and

sponsorships really makes it

the number one sports brand

of the world.

Weaknesses (W)

1. Non diversified sports range.

2. Profit margin is affected by

retailers as Nike‘s own

retailer market is quite

limited.

3. Are known for child labor and

inhumane working conditions

for their workers.

Opportunities (O)

1. Introduction of sunglasses and

jewellery into the market

which associate high profits

with them.

2. Development of business

internationally especially

SO:

1. Develop and produce

multiproduct line.

S1S2O1

2. Expand international

business to invade the

emerging markets.

WO:

1. Diversify current sports

range and variety.

W1O1O2

2. Increase number of its

own retailers.

W2O2



among the emerging markets

like China and India.

3. Nike‘s entry into fashion

which is still not believed by

its owners.

S2S3O2

3. Invasion of different

industries like the fashion

industry.

S2S3O3

Threats (T)

1. Rise in competitor market and

lack of new models by Nike.

The model developed by Phil

Knight i.e. (high value branded

product manufactured at a low

cost) is quite common now

among competitors.

2. No control of product pricing

offered by external retailers to

consumers. That affects the

sales of Nike‘s products.

ST:

1. Innovate and evaluate

ideas and models to boost

up their pace among the

competitors.

S2S3T1

2. Create new policies for

retail sector to cope up

with the pricing issue.

S2T2

WT:

1. Development of flexible

product line.

W1T1

2. Undergo joint ventures

with anti child labor

organizations to change

any negative images in the

mind of the consumers.

W3T1

Table 1: SWOT and TOWS Analysis of Nike



Fact Finding:

Who, What, Where, When, Why and How?

1. Who is the target market?

Athletes, sport lovers and every regular individual who exercises.

2. What are the features that could be added in a normal track suit?

Features like offering more variety and functionality to what is already there in the

market. Precisely, color changing ability combined with massage and healing power. In

other words, introducing a range of diversity in the sports apparel industry.

3. Where the need in improvement does persist?

Following a daily routine for exercising could be boring and dull which can be improved

by using variety in colors of the outfits. Moreover, track suits are one of the most

comfortable outfits existing. The usage could be increased by making them water proof.

Hence serving as a protecting apparel.

4. When will be the possibility of introducing such a suit in the market?

As the research in the particular field is already being done, it would take just a matter of

couple of years to introduce the product in the market.



5. Why modifying a sports apparel?

Modifying sports apparel is just one aspect of this idea. For now, it fits best on the type of

technology used, especially the suit being equipped with technologies like color changing

technology and alteration of thread orientation. In fact, more emphasis is given on the

apparel being casual and protective i.e. multipurpose.

6. How can the right feedback be obtained from the people about the concept?

By contacting the target market especially by putting on forums and questionnaires

regarding the proposed idea. The proposed price tag could also be attained through such

an effort.

Synopsis: Fact Finding is the generation of relevant data to improve the understanding of a

problem by looking at different perspectives.



Problem Finding:

Laddering Technique:

Figure 2: Laddering Technique

By using this technique we move on from clothing industry (general) to sportswear (specific).

As we go down further, we become more specific towards the aim. As seen from the technique

above, we jump onto track suits and eventually to the multi purpose tracksuits. The laddering

technique covers little aspects of its components. Moreover, it is too general.

Synopsis: Problem is the consideration of varieties of problem perspectives which eventually

leads to decision making.



Competitor Analysis:

Direct Competitor:

The rival which tops the list of being the direct competitor of Nike is ‗Adidas‘.

(Refer to Appendix B).

Company

Name

Puma Adidas

Product Name Light weight Track Suit ClimaCool Track Suit

Product Photo

Features

1. Light weight

2. Shiny finishing

3. Convertible sleeves

1. Highly ventilated meshed material.

2. Convertible bottom.

3. Offers one year warranty

Target

Market

Middle classed children,

teenagers and adults.

Middle classed teenagers and adults.

Strengths 1. Available around the world

2. Reliable

3. Cheap as compared with

competitors

1. Available throughout the world.

2. Waterproof.

3. Available in variety of colors.

Weaknesses 1. Less variety of colors available

2. Fabric gets cracked when

folded intensely

1. Product only available in dull colors.

Price $60 - $80 $75 - $100

Table 2: Direct Competitor Analysis



Synopsis: Direct competitor is the competitors that directly compete with the organization.

Indirect Competitor:

Company

Name

Wal-Mart

Product Name Starter - Big Men's Track Suit

Product Photo

Features

1. Easy to use daily wear.

2. Available in sharp colors

Target

Market

Middle and lower classed teenagers and adults.

Strengths 1. Economical.

2. Water proof.

Weaknesses 1. Unattractive outlook.

2. Product availability only in few colors.

3. Only available online in selective parts of the world.

Price $24 - $50

Table 3: Indirect Competitor



Market Segmentation:

Demographic:

The demographics are covered according to the following:

-Age:

The age range covered by the product is between 15 to 60 years.

-Gender:

The Suit would be available for both genders.

-Income:

The users have to be financially strong as the price of this suit would be quite high. Only a

certain amount of people with financial stability would be able to enjoy the vast variety of

features offered by this suit.

Synopsis: Demographics are the characteristics of a population which include aspects like age,

gender, income, race, etc.

Psychographic:

As the suit is one of the latest innovations of technology, the users of this suit are required to be

the ones who don‘t have any technology phobias. This is further supported by the fact that some

people like to keep technology on one side and their daily life sticking to some other traditions.

Moreover, the users must have sporting activities in their lifestyle in order to fully benefit from

the product.

Synopsis: Psychographics are any attributes relating to personality, values, attitudes, interests, or

lifestyles of a population.



Geographic:

Geographically, the smart tech suit would be most successful in all the sports loving countries.

The continents involved in this will be Europe, Australia, America and some parts of Asia and

Africa. To be more specific, the suit is best for areas where it rains quite frequently. In other

words, the product would best serve the residents of areas where there is frequent rain along with

trends of sports like most European countries.

Synopsis: Geographic is the aspect which covers different parts of the earth.

Behavioral:

In terms of brand loyalty, smart tech suit belongs to the most prestigious sports apparel

manufactures of the world. Nike‘s marketing strategies and policies allow a lot of feedback from

the customers. For the ones who are big fans of ‗Nike‘, smart tech suit would be a great break

through in the apparel industry.

Synopsis: Behavior of a system is it‘s response to the environment.

Figure 3: Bubble Diagram showing Target Market



Idea Generation:

Mind Mapping:



Ideas generated

1 Apparels designed according to flag colors of specific countries e.g. red and white theme

for US.

2 Fabric which can heal a wound by providing it with required temperatures and moisture

level.

3 Adding solar cells on fabric so the battery charges up by it self under sunlight.

Evaluation of the Technique:

The ideas seem to be of great help and important as it‘s the extract of the whole technique. Then

whole network and its interconnection is of great consideration that every aspect is linked to each

other directly or indirectly. The technique also has some limitations and negative points. The

look of the mind map can be confusing as its pattern shows. Moreover, this makes it a bit

uncomfortable to be used with as it demands more attention a time then the rest of the available

techniques.

Synopsis: Mind map is a technique which begins with one point and gets divided into several

branches from that particular point as the origin.



Concept Fan:

Figure 5: Concept Fan

Ideas generated

Garments which can become water proof or airy like a regular sports outfit.

Producing garments with custom made designs.




It helped in branching out various factors and possibilities into more detailed outcomes. By

taking the reverse direction once the obvious possibilities were obtained, concept fan helped in

adjusting the whole path to the outcome.

Synopsis: Concept fan provides different interlinked paths and branches between the problems

and their possible solutions.

Lotus Blossom:

Figure 6: Lotus Blossom Technique



Evaluation of Technique:

Lotus blossom has helped in gathering most of the probable data. The concept of putting all the

data in matrix form aided in building up new links between attributes. The best suited ideas for

the sports apparel are encircled.

Synopsis: Lotus blossom consists of the use of analytical capacities and helps to generate a great

number of ideas that will possibly provide the best solution to the problem.

Scamper:

Substitute

Standard fabric with advanced fiber like thread which can change its

color.

Combine

Apparels with massagers, heaters, music players.

Adapt

Changes in thread structure of fiber e.g. offering different modes of

adaptability.

Modify

Modify the current designs to come up with some new textures and

lines.

Put to another use

Providing shelter against rain and cold.

Apparels designed to heal a wounded part of a human body.

Eliminate

N/A

Reverse/rearrange

Idea of usage of such apparels other than sports like daily wear.

Table 4: SCAMPER



Ideas generated

1 Garment with changeable outlook in terms of color or style.

2 Create multipurpose apparels which can serve as both daily wear and sport wear.

3 Design apparels consisting of a heater, massager, cooling system, etc


By using SCAMPER, few ideas were generated as seen above. The basic components of the

technique provided different paths to be thought of which resulted in getting these ideas. On the

other hand, the technique is limited to few aspects only.

Synopsis: SCAMPER is a technique which provides different ideas by forcing yourself in a

limited environment.

Attribute Listing:

Feature Attributes (Current) Ideas (New)

Fabric Polyester/ Nylon Microfiber

Colour Black, Blue, Grey Multicoloured

Battery N/A Rechargeable

Design Sports Trendy, Casual

Weight Light Extra Light

Table 5: Attribute Listing

Ideas generated

Fiber material could be advanced like by using microfiber.

Weight of apparel could be decreased which can act as an extra feature.

Adding trendy and casual designs to such suits making them useful for multi purposes.




It‘s a useful technique when it comes to particular features. The technique helps in linking the

problems and features which possible solutions and ideas.

Synopsis: Attribute listing is breaking the problem down into smaller and smaller bits and

seeing what you discover once it‘s done.

Force Fit Trigger:

Speed Success Protection

Attractive Motivation Warm

Wild Sky Funky

Extinct Pleasant Multipurpose

Popular Height Daily wear

Valuable Stepwise Comfortable

Dominating Relaxing Decent

Table 6: Force Fitting Trigger



Keywords and Features based on them

Attractive + Multipurpose Sharp colors with thread used that can change

its structure according to user‘s demand.

Relaxing + comfortable + Speed Airy fabric for maximum air inflow.

Valuable + Success + Motivation Heaters fitted along with thread that can

change its color according to user‘s need.

Decent + Funky + Daily Wear Comfortable light fabric which can be used for

couple of days with out being washed.

Ideas generated

1 Attractive apparels that can be used for multi purposes like convertible apparels.

2 Relaxing and comfortable apparels designed for running (speed) and working out.

3 Apparels equipped with advanced and valuable technology like massagers and heaters

can play key roles towards success and motivation.

4 Decent and funky designs especially made for daily wear.

Evaluation:

The technique proved out to be quite successful as seen from the ideas generated. The mind was

forced to think over the keywords that describe the pictures. The formula of this technique

extracted the above given ideas which further narrow down the quest to come with up with a new

design of a ‗Track suit‘.

Synopsis: Force fitting trigger is the technique which involves forcing yourself to obtain ideas by

using a set of pictures.



Brainstorming (Classical):

The technique was used among the same individuals who were asked to fill in the questionnaire

(Appendix K). The session also included two lecturers which was very beneficial. The list of the

ideas obtained through this session is attached in Appendix I. It should be noted that the ideas on

which the proposed product is solely based are also supported by this session.

Synopsis: It involves a discussion of ideas between 5-8 people. It‘s just a way to gather as many

ideas as possible from each participant without any disturbance in the flow.

Product Description:

The product that I would suggest to Nike is termed as ‗Smart Tech Suit‘. The smart tech suit is

sport apparel equipped with advanced features which would simply make it a mega break

through in the apparel industry. The ideas were shortlisted from Idea 1 and Idea 2 from the

SCAMPER technique; where as the last part of the chosen concept was selected from Idea 1

from Concept map.

Design:

Smart Tech Suit would be modern, trendy and decently designed apparel. Technically speaking,

the suit is especially designed for the ones who love sports and at the same time, like hanging out

in the same kind of casual outfits. Apart from these, the suit is designed to change its outlook

color according to the setting of the user. The suit would be able to switch between ranges of

colors.

Technology:

When it comes to technology, smart tech suit is out of the league. The advanced features that it

would offer are going be mind blowing. Firstly, the thread structure that would be used to make

up the suit would be able to alter its orientation by just pressing few buttons. This idea is actually

taken from the concept of a thread that is planned to be used for the military for camouflage.

(Refer to Appendix F for more details).

The features that that the suit is designed to offer are that the suit could become waterproof when

required. At the same time, it would be able to serve as typical sports apparel with airy and light

fabric material. This would be achieved by the electronically changing the orientation of the

thread structure. Another feature which would really enhance the usage of such technology is the



changing of the color of the outfit itself. The thread used would electronically change its color

pigments resulting in a different color. (Refer to Appendix F and Appendix J for more details).

Specification Description

Prototype

Sizes Children, teenagers and adults

All groups having S, M, L and XL size ranges

Material Polyester, Nylon and Microfiber

Design Trendy, smart and casual

Battery Rechargeable Li-ion

Color Range Black, Grey, Blue, Red, Brown, Yellow, Silver

Price $ 150 - $ 200

Table7: Product Specifications

Figure 7: Remote Control (Courtesy Navitus, 2010)



The figure above shows the type of remote control that would be provided with the Smart Tech

Suit.

Idea Evaluation:

Force Field Analysis:

Net score = Supporting Factors – Restricting Factors

= 17 – 12

= 5

Complicated washing

procedures (-3)

Costly (-4)

Low battery life (-3) Occupies less

space (+3)

Fabric color can be

changed (+4)

Multipurpose (+4)

Break through in

apparel industry (+3)

Reliable (3)

Maintenance is costly (-2)

Figure 8: Force Field Analysis

Smart Tech Suit



Refer to Appendix H to get more information on the Supporting and Restricting factors.

Solution Finding:

There are two ways in which the net score of the force field analysis can be increased. Firstly, the

supporting factors can be increased or made more effective. On the other hand, the restricting

factors could be decreased.

Net score = Supporting Factors – Restricting Factors

= 17 – 8

= 9

Multipurpose (+4)

Reliable (3)

Break through in

apparel industry (+3)

Occupies less

space (+3)

Fabric color can be

changed (+4)

Complicated washing

procedures (-2)

Costly (-4)

Low battery life (-1)

Maintenance is costly (-1)

Figure 9: Force Field Analysis

Smart Tech Suit




The technique was successfully implemented and the results are also fruitful. The technique can

be evaluated by considering the two components that it consists i.e. the supporting and restricting

factors. All the possible aspects are listed down with their value. More emphasis was carried out

in improving the restricting factors of the suit which resulted in significant change in the net

score after modification.

Synopsis: It‘s the evaluation of an idea by assigning points to its positive and negative aspects

and then calculating the net score.



Sticky Stars:

Figure 10: Sticky Stars




It can now be deduced from the above table that Smart Tech Suit would be a great success if

produced. The results are significantly much better than its competitors in terms of design,

technology used, reliability and features offered by the suit. It‘s not only the comparison of one

attribute but a whole possible collection of several terms which are vital to be projected to obtain

a view of the proposed idea.

Synopsis: It‘s a technique used to evaluate each aspect of a design by assigning them with

different weightings (stars). It‘s also a comparison between other competitors.

Evaluation and Screening:

It can now be concluded that the concept design of the Smart Tech Suit would be a great success

according to the target market stated. On the other hand, the feedback collected from the students

and lecturers which fitted into the target market. The feedback also favors the success of the

Smart Tech Suit. (Refer to Appendix K for the Questionnaires).

The suggestions on improvements that I got from the respondents of the questionnaires were

mainly concerning the price of the product. The proposed price might hinder the progress of the

suit. Another concern was shown on the washing and maintenance of the suit. That needs to be

improved as well. Moreover, a very good suggestion was to use a watch/band instead of the

remote control.

For the future reference of the suit, the suit could also be equipped with some more features.

Those features could include the addition of a massager, healer or a heater in the suit. So the next

model of the suit could be much more advanced.

Lastly, even the evaluation techniques used favor the success of the suit. In conclusion, the

proposed opportunity can be a great incentive for Nike to prove once again, that they are world‘s

no.1 sports apparel industry.



References:

Infinite Innovation Ltd, 1997-2006, How to use SCAMPER technique. [ONLINE] Available

from: http://www.brainstorming.co.uk/tutorials/scampertutorial.html. [Accessed 10/08/10].

Jones, Caroline (2007/8). PROFILE: ADIDAS. [ONLINE] Available:

http://www.innovationleaders.net/as_company_profile.html. [Accessed 13/08/10].

Marina Hyde. 2008. The Sport Blog. [ONLINE] Available

at:http://www.guardian.co.uk/sport/2008/aug/22/olympics2008.olympicsathletics. [Accessed 02

September 10].

Nikebiz. 2010. Company Overview. [ONLINE] Available

at:http://www.nikebiz.com/company_overview/facts.html. [Accessed 07 September 10]

sony, (2010), Sony Navitus remote control [ONLINE]. Available

at:http://www.smarthome.com/8047/Sony-Navitus-Remote-Control-RM-

NX7000/p.aspx [Accessed 01 September 10].

The Financial. 2010. Nike's Quarterly Profit Jumps 53%. [PDF] Available

at:http://www.finchannel.com/Main_News/Business/65859_Nike's_Quarterly_Profit_Jumps_53

%25%E2%80%8E_/. [Accessed 01 September 10].

Value Based Management.net. 2009. Force Field Analysis. [ONLINE] Available

at:http://www.valuebasedmanagement.net/methods_lewin_force_field_analysis.html. [Accessed

01 September 10].

http://www.brainstorming.co.uk/tutorials/scampertutorial.html

http://www.innovationleaders.net/as_company_profile.html.%20Last%20accessed%2013/08/10

http://www.guardian.co.uk/sport/2008/aug/22/olympics2008.olympicsathletics

http://www.nikebiz.com/company_overview/facts.html

http://www.finchannel.com/Main_News/Business/65859_Nike's_Quarterly_Profit_Jumps_53%25%E2%80%8E_/

http://www.finchannel.com/Main_News/Business/65859_Nike's_Quarterly_Profit_Jumps_53%25%E2%80%8E_/

http://www.valuebasedmanagement.net/methods_lewin_force_field_analysis.html



Appendix:

Appendix A: Company Profile

When Nike co-founder Bill Bowerman made this observation many years ago, he was defining

how he viewed the endless possibilities for human potential in sports. He set the tone and

direction for a young company created in 1972, called Nike, and today those same words inspire

a new generation of Nike employees.

Our goal is to carry on his legacy of innovative thinking, whether to develop products that help

athletes of every level of ability reach their potential, or to create business opportunities that set

Nike apart from the competition and provide value for our shareholders.

It started with a handshake between two visionary Oregonians - Bowerman and his University of

Oregon runner Phil Knight. They and the people they hired evolved and grew the company that

became Nike from a US-based footwear distributor to a global marketer of athletic footwear,

apparel and equipment that is unrivaled in the world.

Along the way, Nike has established a strong Brand Portfolio with several wholly-owned

subsidiaries including Cole Haan, Converse Inc., Hurley International LLC, NIKE Golf, and

Umbro Ltd.

Our world headquarters is located near Beaverton, Oregon, a suburb of Portland. So while the

Pacific Northwest is the birthplace to Nike, today we operate in more than 160 countries around

the globe. Through our suppliers, shippers, retailers and other service providers, we directly or

indirectly employ nearly one million people.

That includes more than 30,000 Nike employees across six continents, each of whom makes their

own contribution to fulfill our mission statement: to bring inspiration and innovation to every

athlete* in the world.



Nike Facts:

FOUNDING

Back before the Swoosh logo and long before the days we were called Nike, there was Blue

Ribbon Sports (BRS). It was the company Phil Knight, our founder, and legendary track coach

Bill Bowerman created in 1964 to provide athletes with better shoes. Their first year sales totaled

around $8,000. It wasn‘t until 1971 that BRS introduced the concept of the Greek winged

Goddess of victory—Nike— followed by the launch in 1972 of the company we know today as

Nike. In December 1980 we went public. And the rest is history.

EMPLOYEES

Nike employs more than 33,000 people globally. Our Nike World Headquarters located in

Beaverton, Oregon is home to more than 7,000 employees.

REVENUE

For the fiscal year ending May 31, 2009, we reported record revenues of $19.2 billion, a 3

percent increase over last year‘s earnings.

NIKE WORLD CAMPUS

The original Nike World Headquarters officially opened its doors in June 1990. By 2001, the

original campus had doubled in size with the addition of six more buildings.

The Nike campus today consists of 17 main buildings whose names pay tribute to some of our

most legendary athletes: John McEnroe, Joan Benoit Samuelson Center, Michael Jordan, Bo

Jackson (gym), Mike Schmidt, Nolan Ryan, Lance Armstrong (gym), Mia Hamm, Ken Griffey,

Jr., Pete Sampras, Jerry Rice, Tiger Woods Center, The Joe Paterno and C. Vivian Stringer Child

Development Centers, Dan Fouts, Alberto Salazar, and Steve Prefontaine Hall. The six-acre lake

that rests at the heart of the Nike World Campus is seven feet deep at its deepest point. Home to

migratory ducks and geese, this serene lake has been known to surprise a few employees not

watching where they‘re going.



At 450,000 square feet, the Mia Hamm building is the largest on campus. Coming in at a not-so-

close second is the Nolan Ryan Building on the original campus (completed in December 1992)

at 225,000 square feet. All together, the buildings on campus total slightly more than 2 million

square feet or just about 35 football fields.

The main entry to Nike World Campus is at One Bowerman Drive, honoring legendary

University of Oregon, Olympic Track and Field coach and Nike co-founder Bill Bowerman.

In addition to our 193-acre campus near Beaverton, we operate across the world in a variety of

facilities. Our first Niketown store opened in 1990 in downtown Portland. This first store set the

standard for interactive consumer environments. Averaging more than 30,000 square feet of

selling space, Niketowns attract millions of consumers every year around the globe. Nike also

has Nike Stores, NikeFactory Stores and NikeWomen stores in the US and around the world.

Nike IHM, Inc., is based near the World Campus and produces Nike AIR-SOLE cushioning

components used in Nike footwear products. It also sells small amounts of various plastic

products to other manufacturers.

(Taken from NikeBiz, 2010-Company Overview)

Appendix B: PROFILE: ADIDAS

Adidas is on the move and always has been: It has had an adventurous history since it first grew

out of a family business in Herzogenaurach, Germany in the 1920s. With the hostile separation

of two brothers‘ interests in the 1940s, nearly going bust in the 1980s and then executing two

rescue operations, first by sending production offshore to Asia and then by reinventing itself into

a design and marketing company, Adidas has riden the waves of change in the sports goods

sector both up and down. Alongside its own brands, it owned the Saloman ski and sportswear

brand for nearly a decade and now includes the Reebok, Taylormade Golf and Rockport brands

in its stable.



Things are now definitely on track and, if the current marketing slogan, ―Impossible is Nothing",

is anything to go by, the company is brimming with confidence. This is not surprising when you

consider that Adidas now consistently out-performs the rest of the sector and has enjoyed eight

years of consecutive double digit net income growth. It is now the world's number two sports

apparel manufacturer with total sales for 2007 of €10.3bn and profit growth of 9%.

Walk along any high street and it is clear that wearing sports clothing is definitely a fashion

statement, and possibly an indication of athletic prowess. Adidas recognised this trend early on

and has developed high-performance sports lines in collaboration with the likes of Stella

McCartney, Yohji Yamamoto, Porsche Design and Rolland Berry. That said, the company does

not sacrifice its commitment to improving sporting performance and aims to launch at least one

major new technology or technological evolution per year. Even more than its peers, Adidas has

put performance at the heart of its product portfolio and invests specifically to support this. R&D

projects involve collaborations with professional and amateur athletes including Zinedine

Zidane, Michael Ballack and Allyson Felix. In addition, Adidas works with clubs such as AC

Milan and Bayern Munich to test and optimise products. Over recent years this has led to

development of technologies such as ForMotion, which supports the core adistar and Supernova

families, as well as the next generation of the Response and BOUNCE running shoes.

Alongside providing performance products, Adidas recognizes that consumers make purchase

decisions based not only on brand but also on availability, convenience and breadth of product

offering. As a result the company has been refining its distribution proposition, concentrating on

expanding its own outlets or ‗controlled‘ space and improving retail relationships. There are now

over 1000 Adidas stores around the world and, in the run up to the Beijing Olympics the

company opened an average of two stores a month in China. By 2010, the aim is to generate at

least 30% of the group‘s revenues through controlled space.

To keep its brand in the public focus Adidas has also sponsored sportsmen and women for many

years. In 2008, 295 footballers, 64 rugby players, 71 tennis players, 24 basketball players and 8

golfers all benefited from its three stripe logo. One of the first prominent endorsers of Adidas



equipment was American running legend Jesse Owens, the gold medalist at the 1936 Summer

Olympics. As well as sponsoring the Beijing Olympics Adidas is also supporting the 2012

Olympic Games in London in a deal worth around $200 million: in this sector such brand

awareness is critical. Going forward, Adidas is also embracing a number of niche sports and

lifestyle activities fuelled by the current trends in individualism, health and wellbeing with, for

example, a new woman's Yoga range. As it aims to take over world number 1 position in the

sector from Nike, Adidas will be innovating incessantly both within existing sports and outside

the core.

(Taken from Innovation Leaders, 2010-Adidas Group)

Appendix C: Awards & Recognition:

Awards and Recognitions

Nike Named as One of the 100 Best Corporate Citizens

for 2010

Nike Tops Climate Counts List in Corporate

Commitment to Climate – Nike tops the list of Climate

Counts' third annual corporate climate scores.

Nike Named in Top 10 of Newsweek's 2009 Green

Rankings

The Ethisphere Institute named Nike as one of the

World‘s Most Ethical Companies for 2010.

Nike Received Top Score in Design Innovation from

Ceres

Best Workplaces for Commuters– 2004, 2005, 2006

Recognized for commuter benefits program and its

significance on reducing traffic and air pollution.

http://www.commuterchoice.gov/campaign/f500_sub.htm



(Taken from NikeBiz, 2010-Awards & Recognition)

Appendix D: Income Statement:

(Taken from Nikebiz, 2010-Financial Performance)



(Taken from Bloomberg, 2010-Apparel market shares)



(Taken from Bloomberg, 2010-Apparel market shares)

Appendix E: Explanation of Sticky Dots:

Design:

Design of the suit is one of the most important parameter. The whole outlook depends on the

design of the suit. It mostly includes the style, appearance, variety of colors, etc. The allocation

of the value (stars) depends how well each aspect in design is covered according to the target

market. The Smart Tech Suit scores the highest in this section as the design ideas proposed for it

are truly according to the proposed target market. This feature would be further enhanced by the

feedback of the consumers (Idea proposed in Concept fan).



Features:

It is termed as the maximum that could be extracted out of a ‗Track Suit‘ by equipping it with

various features that can maximize the performance and ability of the suit. Addition of the heater

to the Smart Tech Suit is such an example. In this section, Smart tech suit scored the maximum

points as it offers a wide variety of functions. It is surely the best when compared with its

competitors regarding features.

Technology:

It is the blend of modern science and research implied in a piece of cloth. In this section, none of

all the four competitors could score 100 percent. Smart Tech Suit scored the maximum but not

100 percent as there is still a lot of room to make it more advanced and technological. At this

point of time, the features offered by tech smart suit would still be a great success.

Maintenance:

As more technology and features are blended together, more complications could arise in terms

of maintenance and practicality. Other than the smart tech suit, most of the remaining suits are

easy to maintain as they are not equipped with a lot of features. This makes the smart tech suit

distinctive and a little hard to maintain.

Reliability:

When it comes to reliability, the quality of the product matters the most. The best quality is the

most reliable. Regarding the reliability, most of the competitors scored well in the sticky dots

technique. That is supported by the fact that the brands which are behind those products are

greatly concerned about the quality of their products. Smart tech suit would also be included in

such reliable products as Nike is a state symbol of quality and reliability of their products.

Price:

The price is an important factor in classifying the target market. Unfortunately, this attribute does

not compete very well for smart tech suit as compared with its competitors. The price of the

smart tech suit is set according to the features that the suit would have to offer. If the price is

taken according to the function offered by the suit, it could easily be justified.



Appendix F: Color Changing Fabric:

Color-changing fabric” is one of my personal favorites in the domain of Wearable Electronics.

Being able to change the color of my clothing as simple as to flip a switch or have it changed

‗automatically‘ triggered by let‘s say ambient light changes or temperature or – sometimes – by

my well feeling, gives endless opportunities and possibilities for fashion designers.

According to Dr. Greg Sotzing from the University Connecticut, this comes one step closer to

reality: Dr. Sotzing has created enhanced ―electro chromic‖ polymers — a flexible material that

changes color when an electrical charge is applied to it.

Electro chromic polymers have been around for a while, but they were too small and fragile to be

practical, but Sotzing has found a way to make them long and flexible enough to be woven into

cloth.

The trick for making the fibers useful for color-changing fabrics, according to Williams, is to

control the fibers on the scale of a single pixel.

Threads with different charges could be woven together with thin metal wires designed to deliver

various voltages, with the intersection between a thread and a wire serving as a pixel.

Changing the voltage with an embedded battery would result in different colors.

This potentially goes beyond simply making your outfit that perfect shade of green; a jacket or

shirt made from the polymers could actually serve as a TV screen for watching shows or serving

up advertisements.

Ah – better take the TV back to be more realistic but nevertheless, changing the color partially

on the complete clothing to adjust to different occasions would be of great benefit; no need to go

home and change the dress / jacket.

(Taken from crunchwear, 2010-Color Changing Fabric)

http://www.uconn.edu/



Appendix G: Concept Fan Explanation:

The concept fan above provides us with several new ideas and connections that can be made

between them. A few of them are discussed below:

Market Research:

Market research is one of the most important features as it directly links the

manufacturers with the target consumers. The feedback of the consumers could prove

very beneficial in increasing the sales and productivity of the suit. E.g. the consumers can

be acquired about the fabric which they find out to be most comfortable especially in

sports etc.

Implementation of Technological Concepts:

This is a process where science and technology comes into play practically. Just like the

new tire coming in contact with the road for the first time. The feasible concepts can be

merged with the clothing industry for advancements in the desired field. E.g. a garment

can heal a wound by covering the wound and providing it with the optimum temperature

and moisture.

Affordable Price Range:

No matter what anyone says, money is one of the ultimate powers in this world.

Considering this fact, the price of the product matters a lot. The affordable and efficient

the price is, it results in greater number of sales.



Appendix H: Force Field Analysis Detail:

Restricting Factors:

Complicated Washing

procedures

Washing procedures might include some complications as a special

program of washing to be offered by washing machines equipped with

that feature. This feature could be suppressed as the product would be

able to function without being washed for several days as it is

especially designed for daily wear.

Costly The price tag for this product is according to the number of useful

features that it would offer. As a result, it is considered high as

compared with the competitor products available.

Low Battery Life Battery would be only consumed more according to the usage of the

heating function. This could be improved using the heating function

sensibly.

Supporting Factors:

Multi Purpose The suit offers multi functions i.e. can serve as a water proof material

or a typical sports outfit.

Fabric color can be

changed

Special type of thread is used which makes the suit able to change

colors according to the requirements of the user.

Occupies less space This feature is prominent when the suit is not in use. As compared

with the number of features quipped in the suit, the suit would occupy

less space when folded.

Break through in

Apparel Industry

As this suit would be a bench mark in most advanced garments

available in the market, due to the modern features offered by it.

Reliable This is feature is common in most products by Nike, but in the case of

Smart Tech Suit, special consideration would be given to the

reliability of the product because of high cost of the suit.



Appendix I: Ideas from Brainstorming (Classical) session:

How to Improve Track Suits

introduction of variety of colors for same design

adding massagers to suit

electronic outfits which can change style like jeans can convert into jacket

introducing cheap disposable suits for more variety

using heaters and cooling systems in such suits

combining track suits with night suits

making track suits super light and flexible

using a fabric which can convert the body heat into electrical energy

usage of solar cells to replace regular batteries

making the suit able to heal a wound

introduction of color changing technology in suits

making the suit available all over the world

usage of self cleaning technologies in track suits

suits fitted with built in mp3 players and motion sensors

multipurpose suits like converting water proof to airy for sport purposes

enhancing usage of track suits by offering custom made designs

glowing suits to be used at night

suits fitted with cameras on different sides

pocket sized suits which can be inflated to normal size when to be used

suits having automatic sweat absorption capability

CRI

Documents

competitor analysis

level of technology

idea generation

innovation page

concept fan

idea evaluation

tows analysis

market segmentation