Athletes have a wide range of shoes that they may pick from a local or online store. Nike
Air Force 1 is a unique product advertised to Nike's current customer base. It has been named
after the presidential airplane. The importance of this document is to focus on the determinant
attributes critical in compelling customers to make purchase decisions. Nike Air Force 1 is in an
ideal position in the market despite the high price and poor performance. It sells the product to
young urban male clients, competes in the high-end market, promises a unique experience, and
differentiates itself as a product with a vast sports culture following.
Nike positions itself as an innovative and inspirational brand in the world. It has been
moving its products to various customers to ensure that it changes their purchase decisions in its
favor (Alexander, Khonglah, and Subramani 50). This means that it needs to have knowledge
concerning critical market segments such as media habits, purchase drivers, spending patterns,
and buying behaviors. Understanding these factors will help the company to position Nike Air
Force 1 in the market to the correct customers.
The current performance of the shoe is mediocre when compared against brands like
Umbro and Reebok. The best-performing brand is Under Armour, and it is sold at the least price.
Nike and Adidas lack the same high performance. The current level of performance they depict
is similar to Puma.
Nike Air Force 1 is sold expensively. The price of the brand if higher than similar brands
like Kappa and Puma. Reebok and Puma are also sold cheaply while Under Armour is the
cheapest brand. Nike has positioned its product to be sold less expensive than Supreme, which is
a market leader in fashion.
The company should continue targeting urban young people, especially men. This is a
relevant consumer base because it has a group of people with a significant amount of disposable
income (Mason 15). It is imperative to understand that marketing efforts need to be geared
toward this consumer group to increase the number of sales for the company.
Nike should compel this group to purchase its products through various marketing
campaigns. This means decorating street elements such as light posts and bus benches with
people dressed fashionably and wearing Nike Air Force 1 shoes. The company should also
decorate manhole covers with its brand name of intangible value (Jacobs 59.). This move will
help it to reach out to several customers, especially young urban males.
Nike needs to develop a pop-up shoe truck event to grab the attention of male clients. It
should give free shoes to about 200 customers to help it distribute the product. Free shoes are a
unique attention grabber for male clients that the company is targeting. It should then hand out
coupons for discounts when these individuals purchase it.
Nike is a company that delivers top-quality products to customers. The company has
some of the best brandings in the world, and this can be attested by Nike Air Force 1. The idea is
to compel customers to buy from the company even when there are fierce competitors in the
market. This helps the organization propel its growth.
As a conclusion, Nike Air Force 1 targets urban young males. The brand is unique and is
positioned in the premium market. The idea is to give a unique experience to the existing sports
culture in the country and beyond. Nike Air Force 1 is a shoe that originated from the rich
history of urban basketball playing communities in North America. It has been converted into a
sports culture phenomenon within the United States. The idea is slowly spreading out to other
Alexander, R., Oliver Khonglah, and A. K. Subramani. "Customer buying behaviour towards
branded casual shoes, Ayanavaram, Chennai." ZENITH International Journal of Business
Economics & Management Research 5.6 (2015): 48-54.
Jacobs, David F. "Where Is the Air Force Brand." Reporter 44 (2017): 59.
Mason, Will. "‘Swagger’: Urban Youth Culture, Consumption and Social