This paper examines the marketing strategy for introducing the Nike Free running shoe into the Turkish footwear market. It explores the convergence of two key trends — the rise of barefoot running and the growing role of fashion in athletic wear — as the primary drivers of market opportunity. The paper outlines the competitive landscape, including product-category rivals such as Vibram Fivefingers and Brooks, as well as Turkey's growing domestic footwear industry. It then presents a $20 million budget framework, two target buyer personas (the Fitness Trendsetter and the Fitness Fashionista), and a positioning and media strategy that combines sports magazine advertising, social media, television, and celebrity endorsement from prominent Turkish athletes.
The Nike Free line offers runners a "barefoot running" sensation consistent with a growing market trend toward lightweight running shoes. This discussion considers the marketing mix impacting Nike Free as it enters a competitive Turkish footwear market. The budgetary, targeting, and media strategies are examined with an emphasis on improving awareness and appeal among both fitness and fashion devotees.
Recent years have seen a surge of interest in running for both recreational and fitness purposes. As the popularity of this pastime continues to grow, so too does the conversation about the footwear best suited to facilitate it. With the understanding that traditional shoes can add to the wear and tear caused to joints by running impact, there is a growing focus on shoes that help absorb potentially damaging shock.
This functional demand combines with the imperatives created by growing fashion consciousness as well. Increasingly, going to the gym is not just about fitness. Many people go to the gym to socialize, meet others, and pursue a host of activities for which fashion is a genuine priority. These two market trends converge to drive the innovation represented by the Nike Free running sneaker. A shoe designed to meet both fashion demands and functionality requirements sought by today's runner, the Nike Free's introduction into the Turkish footwear market has significant potential for success.
The shoe brings several innovations to the growing Turkish footwear market. Specifically, there is a growing consensus among fitness experts that some runners may benefit from a lightweight, barefoot-running-style shoe. At under eight grams and boasting an extremely malleable texture, the Nike Free creates a new model for athletic footwear that may significantly reduce the awkward, heavy steps associated with traditional sneakers.
The Nike Free occupies the athletic footwear product category and the subordinate market of running shoes — more specifically, the barefoot running shoe segment. Its lightweight design positions it to compete with other barefoot running shoes currently available. As Nike explains of the innovative product, it is "specifically designed to let your feet move more naturally and freely than traditional athletic shoes. Over time, this helps make your feet stronger. But because you'll be using some muscles in your feet more than you might be used to, it may take some time for them to get used to all that freedom" (Nike, p. 1).
This dynamic shapes the nature of the product and, therefore, the competition it will face from other lightweight barefoot running products. Among the most popular and well-known competitors are the separated-toe design by Vibram Fivefingers, the comfort-oriented Brooks, and the versatile New Balance. Nike must consider what each of these competitors brings to the marketplace before introducing its product to the Turkish footwear sector.
Nike must also prepare for competition from Turkey's domestic footwear production market. According to Fibre2Fashion (2008), Turkey's locally sourced footwear design industry is a fast-growing one: "Turkey's shoe production reached 200 million pairs in 2004. Almost 26% of the production consists of leather shoes. In addition, there has been a rapid increase in the manufacture of plastic shoes and slippers. The footwear sector relies on Turkish-made shoe production machinery as well as shoe parts. The share of the shoe parts industry in the total shoe industry production is around 5% and production is very diversified" (Fibre2Fashion). The strength of Turkey's domestic manufacturing sector may pose a challenge to Nike as it attempts to penetrate a market with established local producers.
One particular advantage for Nike in this context is that it operates with a substantially more flexible budget than many of its would-be competitors. This financial resource will help fuel the brand's efforts to build a presence for the Nike Free in Turkey.
The appeal of the Nike Free is driven by the growth of interest in the barefoot running trend, the increasing tendency of individuals to wear sneakers for fashion reasons, and the expanding footwear market in Turkey.
The primary goal is to penetrate the Turkish market, measured according to incrementally spaced sales targets. Projected sales expectations will be evaluated against actual sales at the end of 6 months, 1 year, and 2 years.
Strategic marketing goals include targeting young users, establishing an association between the shoe and desirable health outcomes, and pairing the shoe with an image of dynamic, fashionable fitness orientation.
Tactical marketing goals will center on promoting medical evidence of the health benefits of barefoot running.
With a $20 million budget, Nike Free's expenditures will focus on production, product placement in the Turkish marketplace, advertising, and promotions.
"Two buyer personas and positioning statement"
"Health-and-fashion messaging, media mix, celebrity endorsement"
The Nike Free presents a compelling opportunity in Turkey's growing footwear market, where the convergence of fitness enthusiasm and fashion consciousness creates a receptive audience. By leveraging a well-funded marketing mix — spanning targeted personas, a clear positioning statement, health-focused messaging, and a multi-channel media strategy anchored by local celebrity endorsement — Nike is well positioned to establish a strong and lasting presence in this emerging market.
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