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NIKE FOR 40
SPONSORED FOOTWEAR DESIGN + BUSINESS PROJECT LED BY KRIS WRIGHT (VP, JORDAN FOOTWEAR) AND BRODRICK FOSTER (LEAD PM, CONVERSE)
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pregnancy is one of the most exciting times for families and as mothers face the challenges of pregnancy, the opportunity to design for them are endless
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consumer
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strong
bold
resilient
compassionate
protective
as a mother she enjoys diving into style and fitness even through the challenges of pregnancy
beautiful
ambitious
inspirational
versatile
unbroken
she is extremely family oriented and aims to use her lifestyle choices to influence other mothers to do the same
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9.3 months
40 weeks
280 days
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pregnancy typically lasts 40 weeks, and throughout these exciting times, there are many challenges that expecting mothers face on a daily basis...
growing nails
Toenails tend to grow faster during pregnancy, due to increased blood volume and circulation of hormones
swollen feet
Swelling in feet and ankles is caused by an increase in blood volume that occurs to help you carry extra oxygen and nutrients to the baby
flat feet
Rapid hormones lead to flat feet and over-pronation. Loosening of ligaments can increase your shoe size
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DESIGN CRITERIA
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1. prevent over-pronation (eversion)
2. adaptable to a change in foot size
3. supple amount of compression
4. holistic cost analysis
BIOMECHANICS: MATERNAL FOOTSCANS
adjusting the footbed
based upon footscans of
expecting mothers
higher pressure areas on the centers of the forefoot and heel
instability in forefoot to heel transition due to discomfort from swelling
CUSTOMIZABLE SIZING
Outsole adjusts
Ratchet clicks to size
Adaptive outsole allows space for size growth and foot swelling
ADAPTIVE FIT
Adjustable lockdown
Compressive strap
Releasable pull tab
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c M F
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color, material, and finish selections inspired and driven by metaphors made by maternity in the world
steadfast
intelligent
strong willed
sheltering
perservering
nurturing
affectionate
rooted
tenacious
FIRST STEP
nurturing
mother nature
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nike zoom
"forty"
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footwear solution designed for the specifications of pregnant women in order to boost their livelihood through the challenges and difficulties of pregnancy
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adjustable ratchet + button allows you to adjust the de-coupled midsole to change sizing in length
inspired by the oxygen delivered to the fetus during child birth, air bubble tubing wraps the strap and hugs the foot during movement
a pull tab wraps the shoe and extends to the heel in order to accommodate for the belly bump during pregnancy
lockdown heel tab
zoom air
air bubble strap
adjustable decoupled tooling
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product analysis
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DNA of the product as it pertains to cost, market space, and sales. Analysis and business perspectives were an essential portion of the course and project
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MARKET SPACE
Current product:
Majority of bottoms and tops
No current market for footwear
Limited selection of others
Limited specifications for
footwear
MATERNAL PRODUCT SEGMENTATION (%)
average age + education level of pregnant mothers
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WHO ARE WE SELLING TO?
Target Market:
Working Mom
25-39 years old (3 months- 9 months of pregnancy)
Bachelors or Masters Degree
Needs maternity apparel for work and leisure
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OUTREACH + PRESENCE
Ways to utilize and create avenues for "nikefor40" to reach a wide audience
INFLUENCERS
Promotion on Nike Website
Social Media Influencers
Utilize local brand ambassadors
Micro and macro influencers
#activepregnancy
#fitnessmothers
retail
landed cost
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COST ANALYSIS
$35.00: TOTAL FACTORY FOB COST
$39.90: TOTAL LANDED COST (57% OF REVENUE)
$70.00: WHOLESALE MARKUP (43% OF REVENUE)
$140.00: RETAIL MARKUP (100% OF REVENUE)
factory f.o.b.
