University of Hertfordshire · 4CTA2054 Concept to Customer · Session 3 · Fri 23 Oct

What would make your range recognisably Nike?

Nike brand audit and range concept. Morning in B160: Nike’s codes, Nike now, six things Nike has already made in Asia, how a range is built. Afternoon in the Fashion Base Room: audit, customer, range.

Image: Nike Air Blueprint Pack, Nike newsroom (11 Apr 2024). Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Recap · Session 2 · Competitor and Market Research

Last week: you read the evidence

The lesson
adidas grew at the same time as it went local. Not proof.
The checks
Same money? Same length of time? Same thing counted? And what does it not show?
The rule
Copy the need, never the move. Two theories must change two decisions.
60 seconds, with your neighbour
Read your rewritten sentence: “Nike’s range for them should ___, because ___.” Your neighbour asks: why would that be Nike, and not adidas?
Session 3 · how today runs

Morning: know Nike. Afternoon: build your range.

AM · 10:00 to 12:30B160
10:00Recap and today10 min
10:10Part 1 · Nike’s brand DNA35 min
10:45Part 2 · Nike now20 min
11:05Break10 min
11:15Part 3 · Nike already in Asia40 min
11:55Part 4 · Range, customer, theory35 min
PM · 13:30 to 16:00Fashion Base Room
13:30Name the range quiz5 min
13:35Audit Nike25 min
14:00Build the customer30 min
14:30Break10 min
14:40Draft the range35 min
15:15Scenario swap25 min
15:40Pitch and exit ticket20 min
You leave with
A Nike audit sheet, a sourced customer profile and a first range concept.
Part 1 · 10:10

Nike’s brand DNA

What Nike says it is, the codes that make something Nike, and how Nike sounds.

Image: So Win campaign, Jordan Chiles, Nike newsroom (9 Feb 2025). Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Part 1 · in Nike’s own words

What Nike says it is for

Mission · Nike, current page
“Bring inspiration and innovation to every athlete* in the world.”
* “If you have a body, you are an athlete.”
Purpose · Nike, Feb 2024
“Move the world forward through the power of sport.”
Brand promise · not verified
No official one-line promise was found. Tutor reading: inspiration and innovation that help people take part and get better through sport.
Ask the room
Who is “every athlete” in your territory? Name someone who would never call themselves an athlete.
Sources: Nike mission page (accessed 20 Oct 2026); Nike Social & Community Impact Grantmaking Guide (Feb 2024), p.2.
Part 1 · Film · CNBC, October 2025

Nike’s CEO: who Nike is for

Elliott Hill, Nike CEO, interviewed by Sara Eisen, CNBC Television on YouTube, 6 Oct 2025. Click to play 1:39 to 2:38. Open on YouTube
59sec
clip to show
1:39 to 2:38
Oct2024
Hill became CEO
Nike, 19 Sep 2024
?
results of the reset
too early to judge
Who
Every athlete, not every shopper
He repeats the mission: inspiration and innovation for every athlete in the world.
Reset
A sport company first
His first-day message: Nike is a sport company and a growth company, now organised by sport.
Limit
A CEO interview is a pitch
This is Nike’s own story in a business interview, not evidence it worked.
Ask the room
Hill says “athlete”, not “customer”. Who is the athlete in your territory?
Film: CNBC Television (6 Oct 2025), official YouTube upload. Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Part 1 · the codes · every code is a question

Six codes that make something Nike

SwooshNike archive, 2 Oct 2025
How do you know it is Nike from across the street?
A recognition mark tied to movement. Protect that people recognise it; colour and placement can change.
Just Do ItNike, 4 Sep 2025
What does Nike ask you to do?
An invitation to act. “Why Do It?” (2025) changed how it was said, not what it meant.
Athlete firstNike, 2024
Who is the story about?
Start with someone doing, learning or chasing something through sport. Including everyday people.
AirAir Max Dn, 21 Mar 2024
What makes it comfortable, and can you see it?
Pressurised cushioning units. A product system, not just a visible bubble.
FlyknitNike 2018, historical; Apex 2026
How is the top of the shoe made?
Engineered knitting shapes the upper around the foot. Fit and material, not cushioning.
ZoomXNike Apex, 30 Sep 2026
What makes it light and springy?
A lightweight cushioning foam. Do not mix it up with Air or Flyknit when you explain a product.
Images: nike.com and Nike newsroom (Why Do It? 2025; Kipchoge with Apex, Sep 2026; Air Max Dn8, Mar 2025; Apex Flyknit X, Sep 2026; Vaporfly 4, Feb 2025). A teaching audit, not Nike’s internal guidelines. Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Part 1 · six franchises

Start from a shoe they already know

Air Force 1
Basketball shoe turned everyday canvas
Keep the shape people know, or change it on purpose, as Nigo did.
Air Max
Visible cushioning as street style
What does your material or shape add to tech-meets-street?
Dunk
Team colours from college basketball
A new colourway still needs a reason for its audience.
Air Jordan
Player identity and belonging
Still an active innovation story: Air Jordan 40, June 2025.
Pegasus
The everyday road-running shoe
For regular runners, not only race-day super shoes.
Cortez
Running heritage, a simple shape
A different starting point from a technical basketball shoe.
Images: Nike newsroom (Nike x Nigo AF1, 2026; Air Max Dn, 2024; Air Jordan 40, 2025; Pegasus 42, 2026); nike.com/gb (Dunk Low, Cortez, 22 Oct 2026). Descriptions are tutor summaries of Nike sources. Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Part 1 · protect and flex

What you protect, what you can bend

Protect
People still recognise the Swoosh
A sport, athlete or movement story
Product tech explained correctly
Open to every athlete, not only elites
Free to change
Palette and materials
Styling and supporting garments
Creator or collaborator
Local language and casting
Launch place and moment
Nike flexed: Shape
Nigo brought back an older AF1 with a narrower toe (2026)
Nike flexed: Graphics
Ekiden: flames and kanji across four running shoes (2024)
Nike flexed: Retail
A content studio inside a Seoul store (2022, historical)
The Swoosh test: cover the logo. If your product now looks like any souvenir, your Nike connection is too thin.
Protect and flex lists are tutor interpretation. Images: Nike newsroom (2026, 2024, 2022). Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Part 1 · Film · Nike, September 2025

How Nike sounds

“Why Do It?” anthem, Nike newsroom, 60 seconds. Press play; streams from Nike’s own media server. Open on Nike newsroom
60sec
the whole film
show 0:00 to 0:15 at least
4
campaign lines
Jul 2024 to Jun 2026, next slide
?
views or sales
not published
Who
It starts with athletes, not product
Young athletes on the edge of trying: a cliff jump, a tackle, a race.
Voice
Short lines, questions, a challenge
It admits the fear of failing before it pushes you to act.
Limit
A campaign line is not a formula
Learn how Nike talks. Do not copy its slogans into your playbook.
Ask the room
What is the one feeling this film wants a young athlete to leave with?
Film and poster frame: Nike newsroom, “Why Do It?” (4 Sep 2025). Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Part 1 · four campaign lines · Jul 2024 to Jun 2026, to scale

Four lines, one voice

Two years, four campaigns. Every line is short, direct and about sport.
Jul 2024
Winning Isn’t for Everyone
A provocative claim
Feb 2025
So Win
A short command
Sep 2025
Why Do It?
A question
Jun 2026
Rip the Script
Playful rebellion
What they share
Short two to four words
Direct a claim, a command or a question
Grounded in a real sport reason
Campaigns: Nike newsroom (19 Jul 2024, page dated 26 Aug 2024; 9 Feb 2025; 4 Sep 2025; 4 Jun 2026). Image: Qinwen Zheng, Why Do It?, Nike (2025).
Part 1 · on-brand or off-brand? · tap to reveal

It is not what you add. It is whether it fits.

Guess first, then tap.

Off-White x Nike “The Ten”
2017 · on-brand or off? Tap
On-brand
Nike’s own sports icons, taken apart by a designer. The bridge back to Nike is the shoe itself.
Air Max 1 “Betsy Ross” flag
2019 · on-brand or off? Tap
Off-brand
Pulled before release after concerns over the flag’s history. A symbol nobody had tested with the people it affects.
Nike x Jacquemus
2024 · on-brand or off? Tap
On-brand
A fashion partner, but styled on athletes like Serena Williams. Sport stays at the centre.
MSCHF “Satan Shoes”
2021 · on-brand or off? Tap
Off-brand
Not a Nike collab: a customised Nike shoe. Nike sued, and the shoes were recalled. A brand must control what carries its name.
NikeSKIMS
2025 · on-brand or off? Tap
On-brand
Shapewear brand meets performance wear: built for training and the body in motion.
Gucci balaclava jumper
2019 · on-brand or off? Tap
Off-brand
Not Nike: withdrawn after blackface criticism. Cultural meaning is not just decoration.
Images: Nike newsroom (2017, 2024, 2026); The Guardian, photos Reuters, MSCHF/Reuters, Gucci (2019, 2021). Verdicts are tutor readings. Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Part 2 · 10:45

Nike now

A new boss, a reset, and falling sales in Greater China. What Nike says it will do about it.

Image: Air Jordan 40, Nike newsroom (25 Jun 2025). Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Part 2 · the numbers

Greater China: down two years in a row

Nike Brand, Greater China revenue · full years to 31 May · US dollars, bars to scale
FY2024
$7.54bn
FY2025
$6.59bn
FY2026
$5.85bn
New CEO Elliott Hill from 14 Oct 2024. His plan: a “Sport Offense”.
The latest quarter · three months to 31 Aug 2026
$1.18bn
Greater China
-22% on a year ago
$1.46bn
APLA
-2% on a year ago
APLA
Not “Asia”
Asia Pacific and Latin America together. It tells you nothing about Japan, Korea or Thailand on their own.
Sources: Nike results releases (26 Jun 2025, 30 Jun 2026, 1 Oct 2026); Nike (19 Sep 2024). Reported US dollars, NIKE Brand only.
Part 2 · Nike’s own plan for China

Nike says it needs local product. That is your brief.

Greater China revenue by channel · three months to 31 Aug · US dollars, to scale
Wholesale
Q1 FY26
$893m
Q1 FY27
$644m
NIKE Direct
Q1 FY26
$619m
Q1 FY27
$536m
Plain words
Wholesale = what Nike sells to partner shops and retailers. Direct = Nike’s own stores, website and app.
Cathy Sparks, head of Nike Greater China · 21 Jul 2026
“More locally created product”
Teams closer to the customer. A new Greater China role: VP of Local Product Creation (name not stated).
Local sport and local athletes
Youth basketball, trail running, and athletes Yao Miao and Edgar Cheung Ka-long.
A “more premium digital marketplace”
Official flagships on Tmall, JD.com and Douyin from January 2027. A plan, not done yet.
Sources: Nike Q1 FY27 results (1 Oct 2026); Nike, interview with Cathy Sparks (21 Jul 2026). Company account; positive claims carry no figures.
Part 3 · 11:15

Nike already in Asia

Nike has not ignored Asia. Six real precedents, one that drew criticism, and what each one actually changed.

Image: 2025 Ekiden Collection, Nike newsroom (7 Nov 2024). Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Part 3 · Session 1’s ladder, on Nike

From decoration to construction

Decorationchanges what it saysConstructionchanges how it is made
Year of the MambaGraphics, embroidery, colour
2025 EkidenOne graphic story, four shoes
Tigers of AsiaGraphics plus garment design
Nike x Nigo LO2Older shape, patent leather
sacai
sacai ZegamadomeTwo shoes rebuilt as one
Ask the room
Where does your idea sit on this line today? What would move it one step right?
Placement is tutor analysis. Sources: Nike newsroom (2024 to 2026), Nike SNKRS (2025). Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Part 3 · precedent 1 of 6

Year of the Mamba, 2025

Kobe 5 Protro “Year of the Mamba” and apparel, Nike newsroom (7 Jan 2025). Stills: no official collection film was verified.
5
items in one story
shoe plus four apparel
THB1700
Thai full price, a top
observed 20 Oct 2026
?
sales result
not published
Story
Kobe’s mindset meets the Year of the Snake
A calendar moment joined to an athlete story, not a festival print on its own.
Range
One hero shoe, four pieces of clothing
Kobe 5 Protro, plus jacket, T-shirt, crew and fleece trousers. A China-only red shoe too.
Unknown
Sales and reception: not stated
Thai tops seen at THB1,189 were discounted from THB1,700. Not launch prices.
Ask the room
Take away the snake. What is still left that makes this Nike?
Images: Nike newsroom, Year of the Mamba (7 Jan 2025). Price: Nike Thailand (observed 20 Oct 2026). Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Part 3 · precedent 2 of 6

Nike x Nigo, 2026

Nike x Nigo LO2 Air Force 1 and capsule (22 Apr 2026); Nigo and j-hope AF1 (8 Oct 2026). Nike newsroom.
3
pieces in the LO2 capsule
shoe, jacket, T-shirt
2
launch cities
London 1 May, Tokyo 2 May
?
JPY price
not stated by Nike
Story
A creator’s own history
LO2 was Nigo and Jun Takahashi’s magazine column, linked to their NOWHERE shop.
Product
An older AF1 shape, patent leather
NOWHERE sign colours guide the palette. A coaches jacket and T-shirt support the shoe.
Now
Global j-hope drop on 22 October
That is yesterday, after the research cut-off. No sales are known yet.
Ask the room
Why does Nigo’s history make this more than a celebrity logo?
Images: Nike newsroom (22 Apr 2026; 8 Oct 2026). Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Part 3 · precedent 3 of 6

The Tigers of Asia, Korea, 2026

Korea x PEACEMINUSONE “The Tigers of Asia”, community jersey and Cryoshot, Nike newsroom (1 Jun 2026).
3
partners
federation, creator, youth group
3
release steps
11, 13 and 16 June
?
KRW price, sales
not stated
Who
Federation, creator and a youth group
The Korea Football Association, PEACEMINUSONE and We Meet Up, a youth organisation.
Product
Korean gatherings plus workwear
KFA imagery and the creator’s flower on real garments. A football boot made for the street.
Trap
Not an idol on a T-shirt
The range is built around a sport community and a youth group, not a famous face.
Ask the room
Which part of this range would still work if the creator walked away?
Images: Nike newsroom, Korea x PEACEMINUSONE (1 Jun 2026). Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Part 3 · precedent 4 of 6

The 2025 Ekiden Collection, Japan

2025 Ekiden Collection, Nike newsroom (7 Nov 2024). Stills: no official collection film was verified.
4
shoes, one story
different running jobs
2
apparel pieces
Windrunner, long-sleeve tee
JPY40480
top price, next year’s pack
Alphafly 3, Nov 2025, tax incl.
Occasion
Japan’s relay-running season
Ekiden: long-distance relays. A real sporting moment, not a generic “Japan” label.
Range
One graphic story, four shoes
Alphafly 3 to Rival Fly 4 share flames and kanji. A Windrunner and a long-sleeve tee join them.
Note
Named for next season
The “2025” collection came out in November 2024. Nike makes a new Ekiden pack every year.
Ask the room
Why does a shared graphic across four different shoes make this a range?
Images: Nike newsroom, 2025 Ekiden Collection (7 Nov 2024). Price: Nike Japan (12 Nov 2025). Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Part 3 · precedents 5 and 6

Rebuild the object. Expect a reaction.

5 · 2025sacai x Nike Zegamadome
What changed
Two Nike shoes rebuilt as one: a Zegama upper, a Lava Dome-style sole, a doubled Swoosh.
Lesson
Construction-led. But one product is not a range: it still needs supporting pieces and a shared reason.
$190
US retail price
US only, not Japan
?
JPY price, sales
not verified
6 · 2020 · historical“The Future Isn’t Waiting”, Nike Japan
What happened
A film about bullying and racism, with minority and mixed-race athletes, drew a sharp online reaction and calls to boycott.
Lesson
Do not remove minority experiences to tell a neat national story. Test how different audiences will read it.
Reuters
reported 2 Dec 2020
independent report
?
effect on sales
not stated anywhere
Sources: Nike SNKRS US (9 May 2025); Reuters (2 Dec 2020), historical. Images: Nike SNKRS; Nike Japan / Wieden+Kennedy Tokyo film still (2020). Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Part 4 · 11:55

From audit to range

What a range is, how Nike names one, who your customer really is, and three new theories.

Image: Nike x Nigo LO2 capsule, Nike newsroom (22 Apr 2026). Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Part 4 · anatomy of a range

Seven decisions make a range

PartThe decisionWorked example: Year of the Mamba, 2025
NameWhat can a customer remember and say?Year of the Mamba
Cultural rationaleWhich people or practice makes it relevant? What is the evidence?Kobe’s mindset meets the Lunar Year of the Snake
Hero productWhich item makes the idea clearest?Kobe 5 Protro Year of the Mamba
Supporting productsWhat else belongs? Give each one a job.Jacket, T-shirt, crew, fleece trousers
Colour and materialWhy do these belong to the audience and to Nike?Eggplant purple shoe; satin-like jacket, quilted inside
Price architectureHow do entry, middle and hero prices relate, in one currency?Cannot be rebuilt: only Thai top prices were verified
Launch momentWhen, where, through which channel?Lunar New Year season, from 9 Jan 2025; Nike App workouts
Sources: Nike newsroom (7 Jan 2025), Nike (24 Jan 2025), Nike Thailand (observed 20 Oct 2026). Definitions are teaching definitions.
Part 4 · a range is a pyramid · Year of the Mamba, 2025

One hero. Pieces below it so more people can join.

Hero · the top
Kobe 5 Protro “Year of the Mamba”The product the story is built on. Highest price.
Jacket
Fleece crew
Fleece trousers
T-shirt
The way in · the base
Lower-priced pieces, same snake and Kobe codes, so fans who will not buy the shoe still belong.
Your pyramid: one hero at the top, three supporting pieces below, one price each in one local currency, and the same story on every piece.
Images: Nike newsroom, Year of the Mamba (7 Jan 2025). Prices not verified, so none are shown. Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Part 4 · naming

A name is a promise in two words

Year of the Mamba
Jan 2025
Kobe’s mindset meets the snake-year calendar
Details Collection
Feb 2025
Attention to the finer points of Kobe’s game
LO2
Apr 2026
A creator-history reference that needs explaining
The Tigers of Asia
Jun 2026
Korean football identity, through a named creator
2025 Ekiden Collection
Nov 2024
A Japanese relay-running occasion
Blueprint Pack
Apr 2024
An innovation story shared across sports
Electric Pack
Jul 2024
One high-energy look across performance shoes
The naming test
1Can you explain the reference in one sentence?
2Who uses it, and why does it belong here?
3Has a fluent local speaker checked sound, slang and second meanings?
4Is anything sacred, political or disputed? Ask someone from that community.
Images and sources: Nike newsroom (2024 to 2026); Details Collection image Nike SNKRS Malaysia (Feb 2025). What each name signals is tutor analysis. Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Part 4 · your customer · what the evidence says

Two facts per territory, and the gap

China
44%
of luxury shoppers aged 18 to 24 found brands on social mediaQ2 2024, luxury only
+10 pts
more Gen Z switched to cheaper fashion than older shoppersBoF/McKinsey, Nov 2024
Not verified · your research
A sneaker budget in RMB for 18 to 30 year olds
South Korea
+83%
running-shoe sales on Musinsa, 2025one platform, all ages
55,600
pairs of white AF1, the top seller on Musinsa1 Jan to 12 Dec 2025
Not verified · your research
A KRW budget; any proven K-pop buying link
Japan
No. 1
Nike is the favourite sneaker brand of people in their 20sLINE Research, Jan 2024
~50%
of Nike fans say design and shape is whyall ages 15 to 64
Not verified · your research
City, shopping app and JPY budget
Thailand
31%
of 18 to 29s choose clothes for comfort over trendsYouGov, Nov 2025
26%
pick the retailer with the cheapest pricessame survey
Not verified · your research
Football participation and TikTok buying
Sources: Vogue Business/Barclays (2024), BoF/McKinsey (2024), Maeil Business (2025), LINE Research (2024), YouGov (2025). Each number describes its own population, not all 18 to 30 year olds.
Part 4 · build the profile from evidence

A customer, not a stereotype

NeedWhat are they trying to do or feel?+ source
MomentWhen, and with whom?+ source
BarrierWhat stops them buying?+ source
ChannelWhere do they find and buy?+ source
PriceWhat would they compare it with?+ source
Good“Our working segment is comfort-seeking Thai shoppers aged 18 to 29. YouGov finds comfort-led clothing choices in part of that age group; whether they want our football range still needs testing.”
Weak“Our Bangkok customer is 21, loves K-pop and always buys expensive Nike drops through TikTok.”
Three labels on every line: what the evidence states, what you infer, what you still need to test.
Example sentences from the research report; source for the good one: YouGov Profiles (19 Nov 2025).
Part 4 · words for your customer · use them in your report

Describe your customer in three precise words

Why they buy · motivation
Ego-drivenStatus-seekingAchievement-drivenBelonging-seekingSelf-expressiveIdentity-ledPerformance-obsessed
What they value
Comfort-ledComfort-seekingQuality-focusedValue-consciousPrice-sensitiveAuthenticity-seekingSustainability-mindedHeritage-loving
How they behave
Trend-ledEarly adopterDrop-chaserCollectorBrand-loyalDeal-huntingResearch-heavyReview-reliantCommunity-drivenDigitally native
How they live
Everyday moverWeekend runnerGym regularFootball supporterStreetwear-ledHybrid work and leisureSocial sharer
Write it like this“Our customer is comfort-led, value-conscious and community-driven: 31% of Thai 18 to 29s choose clothes for comfort (YouGov, 2025); community-driven still to test in interviews.”
Not like this“Our customer is young, cool and loves fashion.”
Tutor-made vocabulary list. Example data: YouGov Profiles (19 Nov 2025). Every word needs evidence or a “to test” label.
Part 4 · three more theories · H, I, J · tap a card for its film

Three new questions for your range

Caveman version · 1 min
HKapferer, 2012
Which parts of Nike’s identity stay, and which change locally?
Kapferer’s identity prism
PhysiquePersonalityCultureRelationshipReflectionSelf-image
Organises an argument. Does not prove what customers think.
Caveman version · 1 min
IJ. Aaker, 1997
If the range were a person, what would it be like, and can you show it?
Aaker’s brand personality
SincerityExcitementCompetenceSophisticationRuggedness
Built in the US. Not a universal map of Asian consumers.
Caveman version · 1 min
JAaker and Keller, 1990
Why would people accept this from Nike? What transfers, and where does it stretch?
Brand extension and fit
Nike skillYour range
Fit does not prove cultural respect, permission or demand.
Pair it · with Session 2
Identity prism + glocalisation: what stays global, how it shows locally.
Pair it · with Session 2
Extension fit + authenticity: the link to Nike, and whether people believe it.
Kapferer (2012); Aaker, J.L. (1997); Aaker, D.A. and Keller, K.L. (1990). Full references on the worksheet. Pairings are tutor recommendations.
Part 4 · which way does style travel? · tap a poster for its film

Bubble up or trickle down?

Caveman version · 1 min
Bubble upPolhemus, 1994
Style starts on the street, in youth and subcultures, then rises to the mainstream and luxury.
Nike example
Air Force 1 was adopted by New York street culture in the 1980s; decades later creators like Nigo rework it as collector design (LO2, 2026).
Use it in your range
Start from a real local community (Korean football fans, Japanese relay runners), not a celebrity. Credit them and involve them.
Limit: Taking a subculture without its people is appropriation.
Caveman version · 1 min
Trickle downSimmel, 1904
Elites adopt a style first; others imitate; the elite moves on.
Nike example
Elite athletes and stars wear the signature shoe first (Air Jordan, Kobe); fans follow. The hero shoe sits at the top of the range, cheaper pieces below.
Use it in your range
Decide who wears your hero product first, then plan the cheaper supporting pieces that let fans join in.
Limit: Social media now moves style sideways and upwards too.
Polhemus (1994); Simmel (1904), historical. Nike examples are tutor applications. Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Afternoon · 13:30 to 16:00 · Fashion Base Room

Audit. Customer. Range.

Three outputs by 16:00: your Nike audit sheet, a sourced customer profile and a first range concept.

Image: Korea x PEACEMINUSONE, Nike newsroom (1 Jun 2026). Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Afternoon workshop · the agenda

Five steps, two and a half hours

Quiz
Name the range
Franchise, story or collab?
5 min13:30
01
Audit Nike
Audit sheet with evidence
25 min13:35
02
Build the customer
Profile, a source on every line
30 min14:00
Break
10 min14:30
03
Draft the range
Name, rationale, hero + 3, price
35 min14:40
04
Scenario swap
Revise your weakest decision
25 min15:15
05
Pitch and exit
One sentence, one source, one doubt
20 min15:40
Hand in before you leave
Audit sheet, customer profile and range concept, on the worksheet.
Workshop · 13:30 · warm-up

Name the range: what is the story?

Read the name. Guess the story. Then tap.

Nike range name
Year of the Mamba
What is the story? Tap to reveal
Kobe’s mindset meets the Lunar Year of the Snake. Basketball and apparel.
Nike range name
LO2
What is the story? Tap to reveal
Nigo and Jun Takahashi’s old magazine column, and their NOWHERE shop.
Nike range name
The Tigers of Asia
What is the story? Tap to reveal
Korean football through PEACEMINUSONE, with a youth group.
Nike range name
2025 Ekiden Collection
What is the story? Tap to reveal
Japan’s relay-running season. Launched in late 2024.
Nike range name
Blueprint Pack
What is the story? Tap to reveal
One innovation story shared across performance shoes.
Nike range name
Electric Pack
What is the story? Tap to reveal
no image
One energetic look across performance shoes, July 2024.
Nike newsroom (2024 to 2026). Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Step 01 · 13:35 to 14:00 · in pairs

Audit Nike, with evidence

Code or choiceFixed or flex?Evidence (source, date)How our range uses it
Air Force 1 shapeFlex, on purposeNike x Nigo LO2 (Nike, 22 Apr 2026)Keep the AF1 base; change the leather, not the shape
15
13:35 · fill
Six rows. Two must be codes from the slide, one must be a franchise.
5
13:50 · challenge
Swap with the next pair. Argue against one “fixed” code.
5
13:55 · one line
“For our range, Nike is not ___.” Label it as your reading.
Example row: Nike newsroom (22 Apr 2026). The full sheet is on the worksheet.
Step 02 · 14:00 to 14:30

Build the customer: a source on every line

Working segment
Who, in one line. Age, city or budget left blank if unsupported.
source / untested
Need
What are they trying to do or feel?
source / untested
Moment
The activity or social moment.
source / untested
Barrier
What stops them buying?
source / untested
Channel
Where they discover, and where they buy.
source / untested
Price comparison
A real, dated comparable in local currency.
source / untested
Biggest evidence gap
The one thing you most need to find out. Write how you will find it.
Underline every claim. Next to each one write a source, or the word untested. Untested is allowed. Invented is not.
Step 03 · 14:40 to 15:15

Draft your range: seven decisions

01
Working name
Passes the four naming checks?
02
Rationale, three sentences
Who, what practice, what evidence.
03
Hero product
Which franchise or new item, and why?
04
Three supporting products
Each one gets a job.
05
Colour and material
Why they belong to the audience and to Nike.
06
Price hypothesis
Entry, middle, hero, in one local currency, with dated comparables.
07
Launch moment
When, where, which channel.
Two rules: no supporting product without a job. No price without a dated comparable in the same currency.
Step 04 · 15:15 to 15:40 · swap and stress-test

Draw two cards. Fix the weakest decision.

Scenario 1
A fluent Thai speaker says your range name has a rude second meaning.
Tap for the tutor prompt
Pause the name. Test alternatives with more than one speaker. What evidence would change your mind?
Scenario 2
Cover the Swoosh. Your product now looks like any souvenir.
Tap for the tutor prompt
Which shape, function or design language makes it Nike? Change that.
Scenario 3
Your only customer evidence is a nationwide luxury report.
Tap for the tutor prompt
Narrow the claim. Find sportswear or primary evidence. What can you still say?
Scenario 4
You have a Japanese symbol, but you have met nobody who uses it.
Tap for the tutor prompt
Find its meaning, users and limits. Who should be involved before it becomes a graphic?
Scenario 5
The idol photo is doing all the work.
Tap for the tutor prompt
Explain the activity, community and product value. What survives if the idol says no?
Scenario 6
Your hero costs three times more than the comparable you found.
Tap for the tutor prompt
What value, material or budget evidence would justify it? This is a test, not a real Nike price.
Scenario 7
Your data says one platform sold many shoes. Your slide says every Korean student buys there.
Tap for the tutor prompt
Correct the population and the unit. What age-specific research is missing?
Scenario 8
Your range is one shoe and three unrelated logo T-shirts.
Tap for the tutor prompt
Give each piece a job and a shared design reason, or cut it.
Step 05 · 15:40 to 16:00 · pitch and exit ticket

“Nike’s range for this audience should ___, because ___.”

Add one source, one theory and one thing you are still unsure about. One minute each.

Next · Session 4 · Fri 30 Oct
Theory, funnel and playbook draft. Bring today’s audit, customer profile and range concept. You will apply two theories and build the funnel and the first one-page playbook.
Image: Nike x Nigo and j-hope Air Force 1, Nike newsroom (8 Oct 2026). Research reference, not an endorsement. Nike and collaborator copyright; retain credit. Classroom use only.
Source index · tutor prep, not for projection · all accessed 20 Oct 2026

Sources and citable frameworks

Nike brand
Nike mission page (accessed 20 Oct 2026); Grantmaking Guide (Feb 2024); Swoosh archive (2 Oct 2025); Why Do It (4 Sep 2025); So Win (9 Feb 2025); Winning Isn’t for Everyone (19 Jul 2024, page 26 Aug 2024); Rip the Script (4 Jun 2026); Air Max Dn (21 Mar 2024); Flyknit (2018, historical); Apex (30 Sep 2026); Dunk (1 Nov 2024); Air Jordan 40 (25 Jun 2025); Cortez (28 May 2024)
Nike now
Elliott Hill (19 Sep 2024); Q4 FY25 (26 Jun 2025); Q4 FY26 (30 Jun 2026); Q1 FY27 (1 Oct 2026); Cathy Sparks interview (21 Jul 2026)
Precedents
Year of the Mamba (7 Jan 2025; consumer article 24 Jan 2025); Nike Thailand (observed 20 Oct 2026); Nike x Nigo LO2 (22 Apr 2026); Nigo and j-hope (8 Oct 2026); Korea x PEACEMINUSONE (1 Jun 2026); 2025 Ekiden (7 Nov 2024); Nike Japan EKIDEN (12 Nov 2025); sacai Zegamadome SNKRS (2025); Reuters (2 Dec 2020, historical); Blueprint (11 Apr 2024); Electric Pack (24 Jul 2024); Seoul store (2022, historical)
Customer
Vogue Business/Barclays (8 Jul 2024); BoF/McKinsey State of Fashion 2025 (11 Nov 2024); Maeil Business (31 Dec 2025); LINE Research (15 Feb 2024); YouGov Profiles (19 Nov 2025)
Kapferer, J.-N. (2012) The new strategic brand management: Advanced insights and strategic thinking. 5th edn. London: Kogan Page.
Aaker, J.L. (1997) ‘Dimensions of brand personality’, Journal of Marketing Research, 34(3), pp. 347 to 356. doi: 10.1177/002224379703400304.
Aaker, D.A. and Keller, K.L. (1990) ‘Consumer evaluations of brand extensions’, Journal of Marketing, 54(1), pp. 27 to 41. doi: 10.1177/002224299005400102.
Session 2 menu (A to G) and Session 1 theories: references on the Session 2 worksheet.
N notes
Tutor notes