kaylasumaryoga

Hi! I’m Kayla, a yoga instructor and digital marketing student with an interest in social media, wellness, and content creation. This blog is where I’ll be sharing my work and ideas throughout my marketing courses

MKT 337 — Nike Assignment

Nike Cotton-Focused Yoga Pant

For my final project, I chose Nike. I chose Nike because fitness and wellness are already a big part of my life. I am a yoga instructor, so I spend a lot of time in activewear and have become more aware of what my clothes are made from. I personally prefer 100% cotton clothing and try to avoid clothing that is made mostly from synthetic materials. Because of that, I became interested in whether other consumers in the fitness and wellness space are looking for similar options.

The product I would propose is a Nike cotton-focused yoga pant designed for yoga, Pilates, and other lower-impact workouts. The goal would be to use as much cotton as possible while still creating a product that is comfortable and functional for movement. Ideally, I would like to explore whether a 100% cotton option could work, but part of my research would be determining what materials would actually be practical for activewear. The main benefit would be giving consumers who prefer natural fibers another option while still getting the style and quality they expect from Nike.

Nike makes sense for this concept because the company is already known for athletic apparel and innovation. Nike has also focused on sustainability and materials through its Move to Zero initiative. According to Nike, materials account for more than 70% of a product’s footprint, and the company already uses materials such as sustainable cotton and recycled fibers in its products (Nike, n.d.). This makes me interested in whether Nike could take that focus further with an activewear product designed for consumers who want more cotton in their workout clothing.

My research would focus on whether there is actually a market for this type of product. I would want to know how many consumers pay attention to the fabric content of their activewear, whether they prefer natural or synthetic materials, and what matters most when choosing workout clothing. I would also want to learn about their workout habits, what brands they currently purchase, how much they typically spend on yoga pants, and whether they would be interested in purchasing a cotton-focused option from Nike.

I would also research competitors in the activewear market to see what cotton or natural-fiber workout options already exist. I would look at their materials, prices, target audiences, and marketing strategies. This could help me figure out whether there is an unmet need or if consumers already have enough options available to them.

For my research design, I would use both secondary and primary research. Secondary research would help me understand the activewear market, competitors, material trends, and Nike’s current position in the industry. For primary research, I would use a consumer survey to learn directly from people who purchase and wear activewear. The survey could ask about fabric preferences, buying habits, price, workout activities, and interest in cotton-based activewear.

The main objective of my research would be to determine whether Nike should introduce a cotton-focused yoga pant in the United States. I would also want to identify the best target audience, determine which features are most important to consumers, understand what they would be willing to pay, and determine whether 100% cotton or a cotton-dominant fabric would be the better product. Ultimately, the research would help determine whether my own interest in cotton activewear reflects a larger consumer need.

Reference

Nike. (n.d.). Sustainable materials: Move to Zero. Nike. Nike Sustainable Materials