Module Six: Preliminary Findings and Limitations (NikeZero Cleats)

NikeZero Football Cleats : Eco-Friendly & Sustainable

The market research I’ve done so far to support NikeZero Cleats’ objectives has focused on validating the market, highlighting opportunities for innovation (recycled materials, vegan options, recycling programs), and demonstrating that sustainability can drive profit and brand loyalty. There are many key objectives, such as growing consumer demand for transparency into the environmental impact of traditional footwear and creating a strong market for sustainable alternatives. Research confirms that consumers want high-performance gear that doesn’t compromise on ethics. Influencer power, such as celebrities/influencers advocating for sustainability, makes it clear the brand’s eco-friendly mission. Innovation opportunities that resonate with athletes and retailers. They also build brand loyalty and align with positive community values. (Maheshwari, 2024). Some great insights for my strategy include educating players and consumers about the benefits of these sustainable cleats. It’s also a great idea to partner with eco-conscious athletes and influencers to boost credibility and reach. It is also essential to highlight the materials used and whether they meet performance standards. Last but not least, it is vital to build trust.

I have identified many trends and future trends regarding NikeZero Cleats and their implications for the organization. The NikeZero Cleats market is driven by consumer demand and regulatory pressure, pushing trends toward innovative recycled and bio-based materials and circular product lifecycles. Some industry trends include shifting to recycled materials, adopting plant-based and bio-based materials, and prioritizing transparency and ethical practices. Possible future trends include widespread adoption of biodegradable materials, modular designs, and integration of innovative technologies with sustainability and regulatory-driven innovation. There are multiple implications of these trends, which are material science advancements, cost pressures and price strategies, brand differentiation and consumer loyalty, new infrastructure for recycling, and if the industry standards shift.

NikeZero Cleats align with legal, ethical, and industry standards through transparency, claims backed by data/certifications, ethical supply chain practices, alignment with consumer values, meeting growing legal demands, and a leadership position by demonstrating real environmental commitment. (Accela). When focusing on the legal alignment (FTC Green Guides), it’s important to have truthful claims, substantiation, and honest packaging. The ethical alignment is important for transparency and responsibility. Using authentic storytelling, radical transparency, and compliance is important. Industry alignment is important for trends and best practices like meeting consumer demands, digital engagement for direct audience interaction, collaboration with athletes/influencers, and incentivizing green behavior.

The limitations I have encountered primarily include high production costs, uncertain consumer willingness to pay a price premium, performance trade-offs, and supply chain opacity. These limitations were mainly due to gaps in the initial market research.

References:

Maheshwari, E. (12 December 2024). “The Economics of Environmentally Sustainable Sportswear Industry in Emerging Markets: Consumer Preferences and Brand Strategies in the Sportswear Industry.” (QuestJournals, Volume 12 ~ Issue 12 (2024) pp: 117-121). https://www.questjournals.org/jrhss/papers/vol12-issue12/1212117121.pdf

Accela Marketing. (24 October 2024). “Sustainability and Ethical Marketing: Promoting Green Business Practices.” https://www.accelamarketing.com/newsletter/sustainability-and-ethical-marketing-promoting-green-business-practices#:~:text=Ensure%20that%20marketing%20materials%20communicate,for%20a%20more%20sustainable%20future.

Module One Blog: Nike Market Research

November 1, 2025

Why did I select Nike?

For my project, I chose Nike because it is a well-known global brand recognized by everyone. The project I want to introduce aligns with my family’s lifestyle, particularly my son’s playing football. Nike is definitely memorable for its Jordans, shoes, apparel, cleats, sports gear, and much more.

Company Reputation:

According to Forbes, “Nike is the biggest player in sports. It’s a $50 billion brand. It’s bigger than the NFL and the NBA.”(Danziger). Nike is known as a global leader in athletic footwear, apparel, and equipment. They are built on innovation, celebrity endorsements, and strong brand identity featuring the iconic “Swoosh” logo and “Just Do It” slogan. The company must be sustainable with its sports football cleats. They have cleats as of now that are at least 20% sustainable material shoes. (Nike). I do not think this is enough; the people/customers want to see more in this modern-day era. With this new change to make these NikeZero Cleats more sustainable, I think more companies will fall in line and join this trend. Many athletes who use sustainable football cleats/eco-friendly materials opt for custom cleats, or seek to reduce waste by using older, pre-existing traction plates on their cleats. Athletes find cause-based cleats, reducing waste, and brand-focused options.

Product Concept:

NikeZero Cleats would be a sustainable/eco-friendly cleat made primarily of 50% or more sustainable materials. Some key features for these NikeZero Cleats would be recycled materials, bio-based and plant-based materials, sustainable manufacturing (GOTS), and minimalist packaging. Some of the benefits are environmental sustainability, durability, performance, and ethical production. “Recycled materials are incorporated into football boots in several ways. Recycled plastics, often sourced from discarded bottles or ocean waste, are processed into durable fibers for boot uppers. Reclaimed rubber and foam from industrial scraps or old tires are used in soles to provide traction and cushioning. Some brands also integrate organic and plant-based fibers, such as hemp or organic cotton, to replace synthetic fabrics. These innovations help reduce waste and lower the carbon footprint of football boot production.” (reflawn).

Design and Objectives:

The primary target audience for eco-friendly football cleats is environmentally conscious consumers, mainly from the Generation Z (73%) and Millennial (68%) generations, who are active in the sport. The audience is a wide range of players, from youth to amateur players to serious athletes. When they seek out these types of brands, they look for what aligns with their values and lifestyle, the cleats’ durability/comfort, and a lot are influenced by social media. My goal is to find out what drives them to this lifestyle, what they want to see, what they are willing to pay, and whether they are even open to a better, eco-friendly cleat brand.

Competition:

There are already sustainable cleats from Nike Vapor Shark and Nike Alpha Menace, but they achieve only 20% sustainability (made by recycled materials). They are on the Nike website for $55.00. My goal is to make Nike Zero Cleats more sustainable and eco-friendly. We have the same target audience, and I want to ensure we achieve better sustainability when designing and constructing these new eco-friendly, comfortable/durable cleats.

External Factors:

External factors would include production costs, cleat packaging costs, and economic delays.

Research:

I would use primary research, including qualitative and quantitative methods, to understand the target audience, and I would also use secondary research to understand the competition and external market factors. I must use both methods to gather information from the audience and statistical data.

References:

Danziger, P. (4 November 2024). “Nike’s Reputation Falls Just When It Needs A Strong Reputation Most.” https://www.forbes.com/sites/pamdanziger/2024/11/04/nikes-reputation-falls-just-when-it-needs-a-strong-brand-reputation-most/

Nike.com “Football Shoes.” https://www.nike.com/w/football-recycled-materials-shoes-3hj8mz3ngp4z79n0gzy7ok

van Tol, J. (14 November 2024). “Eco-Friendly Football Boots: Embracing Sustainability with Recycled Materials.” https://reflawn.com/articles/eco-friendly-football-boots-embracing-sustainability-with-recycled-materials/23

Sneakers4Good. (21 March 2023). “How To Shop for Eco-Friendly Sports Products.” https://sneakers4good.com/eco-friendly-sports-products/