Nike Shoes Product Development

Phase 0:
Planning

Phase 1:
Concept Development

Phase 2: System-Level
Design

Phase 4: Testing and

Refinement

Phase 3: Detail Design

Phase 5: Production
Ramp-Up

Marketing

Opportunity: Hip-hop
custom
Market segment:
sportsman, teenager

Consumer survey,
competitor survey &
market research

Develop product
variants
Sets $30 B target
sales price point(s)

Develop marketing
plan

Teaser
advertisement
User animo test

Endorsement of
athletes & reviewers

Double check &

finalizing the design or
re-design if there are
any flaw in design

Start producing

Design

Product platform:
Lightweight
technology sports
shoes
Colourful & stylish

Investigate feasibility
of product concept
prototyping

Refining the prototype

Materials: Leather
composite, polester
Fabric & Recycled
Polyester Fabric

Simplistic design
geometry
Choose material:
Recycled polyester
Fabric
Develop quality control
documentation

Reliability, life &

performance testing
implement design
updates

Manufacturing

First release: 300.000

unit in 2 factory in
china & Indonesia for
less cost & ease of
distribution

Assess factory
capacity (production
feasibility)
Cost estimation for
each shoes from
prototype

Finding suppliers for

raw materials
Define production flow
Set production cost
around $16 /pc

Setting the same

standards for the
product

Securing supply chain

Train workforce
Routine checks for
quality monitoring

Other Functions

Research:
Demonstrate the
lightness

Legal: Proposing
patent of the design
Finance: Demand
analysis

Legal: Get the patents

of product

Sales: Develop global

sales plan