Strategic Message Planner: Nike Free Run +2
Client and Product
The Nike Free Run +2 is a running shoe created by Nike to give a barefoot-like fit with excellent
support. The running shoe was designed to maximize the foot’s natural rage of motion while still
providing protection and cushioning. Made of phylite material the shoe is seamlessly fused
creating a one piece design. The shoe has an asymmetrical lacing system to help reduce pressure
over the top ridge of the foot and waffle lugs at the outsole for impact absorption and traction.
The Nike Free Run +2 is made for both men and women. It comes in a variety of different colors
and it is customizable online at Nikeid.com.
This running shoe is sold in a variety of different stores, and it cost $100. You can purchase this
shoe trough Nike either at their store or online. It is also sold at sporting good stores and shoe
boutiques throughout the country. Nike Free Run +2 is also for purchase on many online
shopping sites.
Target Audience
That target audience for this ad are young male (18-28) trendsetters who are aware of both
fashion and sports. Members belong to the middle or upper middle class, and most of their
money goes to clothes and shoes. Kids of all races,ethnicities, and religions are considered part
of the target audience.They are familiar with the brand but not the product. The members are
unfamiliar with performance shoes, and the fact that they could be fashionable and trendsetting.
They already have many shoes, some even may be Nike shoes. Audience members are the ones
that stand in line when a new shoe comes out in order to be the first to buy it.
Members of this target audience are proud to call themselves “sneaker heads.” Though they may
not be athletic they are knowledgeable in sports and in particular athlete sponsored shoes.
They are very active in social media, constantly checking and updating blogs that have to do
with shoes or fashion. They are usually the only one in their group of friends who are into shoes,
because they like the attention. They usually only wear a new pair of shoes a few times and will
always keep the boxes.
Product Benefits
Nike Free Run +2 is not only a high performance running shoe, but is also offers an innovative,
stylish look that comes in a wide verity of colors.
Current Brand Image
The Nike Free Run +2 is a performance only shoe.
Desired Brand Image
The Nike Free Run +2 offers consumers more than just a high quality running shoe, it is also
trendy and fashion forward.
Direct Competitors and Brand Images
Direct competitors are fashion forward athletic shoes
• Nike Jordan Brand: The target audience has a positive image of this shoe. It has been out for
many years and is consistently sought after. These shoes are worn by both male and female and
have a very prestigious reputation with all the demographics within my target audience.
• Adidas Originals: The target audience see these shoes as on the raise. They have recently
reached out to my target audience and revamped their brand. These shoes have a classic look
that is still trendy today, and come at a lower price point.
• Nike Air series: Another classic line, the target audience sees this series as dependable. They
release shoes often which keeps the consumer interest level high. They also offer a wide
variety of colors and styles.
Indirect Competitors and Brad Images
Indirect competitors include shoes used for specific sports. For example soccer cleats or tennis
shoes would be considered indirect competitors. Trendy clothing would also be an indirect
competitor because it would keep our target audience from buying shoes. Our audience does love
shopping but they do not always have a lot of money and can only buy one item. Sometimes that
item may be clothing instead of shoes.
Advertising Goal
To convince members of the target audience that Nike Free Run +2 is not just a performance
shoe, but it is also a wearable, trendy, everyday shoe they need to add to their collection.
Strategic Message
Nike Free Run +2 is a shoe worth adding to your established collection.
Supporting Benefits
Feature
Variety of color
Lightweight Barefoot feel
Innovative technology
Customizable
Benefit
Stylish
Comfort
Originality
Ability to Control