Introduction Nike's 'swoosh' is one of the world's most identifiable logos and, in just 32 years, Nike has grown to be t

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Introduction Nike S Swoosh Is One Of The World S Most Identifiable Logos And In Just 32 Years Nike Has Grown To Be T 1 (64.15 KiB) Viewed 29 times

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Introduction Nike's 'swoosh' is one of the world's most identifiable logos and, in just 32 years, Nike has grown to be the industry's largest sports and fitness company. Revenue for Nike in financial year 2005 was SUS 13.7 billion Nike directly employs approximately 24,300 people and Nike's suppliers, shippers, retailers and service providers employ close to one million people on six continents. Nike's mission is: "To bring inspiration and innovation to every athlete in the world.' In addition, Nike's corporate responsibility mission is to help the company achieve profitable and sustainable growth and to protect and enhance the brand and company. Nike believes that corporate responsibility work should not be separate from the business, but should instead be fully integrated into it. The company's sustainable growth suggests that Nike will be around for generations to come. The principles of sustainability also require Nike to find ways of generating profit while minimizing any potentially negative impact on communities or nature. Nike's mission statement is intentionally broad and outward looking, focusing on the needs of athletes, and through its corporate responsibility work, consideration is given to the needs of communities around the world. Nike's focus is to continually seek to innovate, design and develop products to improve athletic performance. Its overriding desire is to design products with true performance innovation and technology benefits which help the athlete perform better. With its latest innovation, Nike scientists and designers have developed Nike Free, a sports shoe described as a foot-strengthening training tool. Tagged 'natural technology, Nike Free has been designed to copy barefoot running. By running barefoot, the foot is strengthened, gaining greater flexibility and range of motion which leads to better performance because you are less prone to injuries. Anticipating the needs of the consumer Innovation is what sets Nike apart in the industry. It started in 1971 when Bill Bowerman, then a University of Oregon track coach, poured rubber into his wife's waffle iron hoping to create a new and better sole for running shoes for his track athletes. The result - a light waffle sole that transformed the running world. When thinking about what consumers might need in their footwear, the next innovation came in the form of Nike Air, a durable and lightweight cushioning system for athletic shoes. Nike had anticipated the need for a shoe which had a cushioning system which lasted longer than foam, reduced shock and distributed pressure
Research and development To research and develop products, the scientists have an incredible array of measurement and analysis tools. Their data collection includes virtually every variety of muscle sensor, pressure platform, breath analyzer, foot scanner and thermal imaging device. There are high-speed video cameras that capture soccer kick data at 1,000 frames per second and a scanner that produces, in just seconds, a perfect 3D digital image of your foot The NSRL takes an idea, and researches and prepares a design brief. The brief is then passed over to the company's Innovation Kitchen - an incubator for new projects. In the first phase of developing what was to become Nike Free, the 'cooks' in the Kitchen took the NSRL description of natural technology and started asking what sort of shoe people might be looking for next. In the process of talking to athletes and coaches, the designers spoke to Vin Lananna, then the track coach at Stanford University, who told them about his unusual training method - having athletes run on grass without shoes, According to Lananna, the athletes were stronger, healthier and less injury-prone. This was a great idea but contrary to Nike's business - making and selling sports shoes. However, the idea led to an extensive biomechanical research project to see exactly what happens when we run barefoot Sports shoes provide a certain amount of control or cushioning based on the notion that they are needed to complement the natural action of the foot. Nike researchers wanted to know why Lananna's athletes, who ran barefoot in training, raced faster. The researchers brought in 10 men and 10 women to run barefoot on grass to see exactly how the body reacts without shoes on. They were videotaped with high-speed cameras to capture their movements; they had reflective markers attached to their joints to allow easy calculation of joint angles during their stride, and wafer-thin pressure sensors attached to the bottoms of their feet to measure their impact with the ground. At the end of the experiment, Nike had the most comprehensive picture of the biomechanics of barefoot running ever developed. The challenge was to translate that barefoot experience, which promotes good biomechanics for runners, into a shoe. Researchers developed prototypes, using any materials which could closely copy the barefoot. Next came the challenge to build the shoe. A shoe is built on a model of the foot, called a last, allowing the upper and outersole to be built around it. Researchers had to develop a brand new version of the last in order to copy the way a bare foot operates. This resulted in the shoe's upper being designed in a mesh that has small holes in it, allowing the foot to be encased but feel free. There is no heel counter, instead the heel fits snugly in the shoe as the inner sole allows the foot to sit naturally in a neutral position. The key is the outersole which can move and flex independently with each
less injury-prone. This was a great idea but contrary to Nike's business - making and selling sports shoes. However, the idea led to an extensive biomechanical research project to see exactly what happens when we run barefoot. Sports shoes provide a certain amount of control or cushioning based on the notion that they are needed to complement the natural action of the foot. Nike researchers wanted to know why Lananna's athletes, who ran barefoot in training, raced faster. The researchers brought in 10 men and 10 women to run barefoot on grass to see exactly how the body reacts without shoes on. They were videotaped with high-speed cameras to capture their movements; they had reflective markers attached to their joints to allow easy calculation of joint angles during their stride, and wafer-thin pressure sensors attached to the bottoms of their feet to measure their impact with the ground. At the end of the experiment, Nike had the most comprehensive picture of the biomechanics of barefoot running ever developed. The challenge was to translate that barefoot experience, which promotes good biomechanics for runners, into a shoe. Researchers developed prototypes, using any materials which could closely copy the barefoot. Next came the challenge to build the shoe. A shoe is built on a model of the foot, called a last, allowing the upper and outersole to be built around it. Researchers had to develop a brand new version of the last in order to copy the way a bare foot operates. This resulted in the shoe's upper being designed in a mesh that has small holes in it, allowing the foot to be encased but feel free. There is no heel counter; instead the heel fits snugly in the shoe as the inner sole allows the foot to sit naturally in a neutral position. The key is the outersole which can move and flex independently with each section being sliced so that the foot is allowed to move as naturally as possible in the shoe. The shoes are meant to be used in tandem with other training and racing shoes. The goal is to use Nike Free to help strengthen the feet in addition to using more traditional, supportive running and training shoes. 1. Based on what elements Nike generates new product ideas?