MKT 345 Module One Blog: Company and Category Selection
For my final project, I chose Nike, focusing on women’s yoga pants and activewear, specifically clothing made with cotton or other natural fibers. I chose Nike because I work as a yoga instructor, so I spend a lot of time in workout clothes. Over time, I’ve become more aware of what my clothing is made from, and I personally prefer cotton over synthetic materials. This made me curious about whether other people who practice yoga or Pilates pay attention to the materials in their workout clothing.
For this project, I want to focus on women between the ages of 25 and 40 who practice yoga, Pilates, or other low-impact workouts. I’m interested in learning what matters most to them when shopping for activewear. Some people might care more about the brand or how the clothing looks, while others might focus on comfort, materials, or price. I also want to look at how social media and recommendations from other people influence what they buy.
One product I’m interested in is a cotton-focused yoga pant. I know most activewear is made with synthetic materials because they’re designed to stretch and handle sweat, but I wonder if there is a group of consumers who would prefer something made with more cotton. I think it would be interesting to look at why these consumers might choose one material over another and how Nike could market a product like this to them.
For my research, I plan to use three resources:
- Nike’s Annual Report: I want to look at Nike’s current products, business strategy, and how the company markets to its customers.
- Pew Research Center: I plan to use research on social media to better understand how different age groups use platforms like Instagram and TikTok and how those platforms could influence their shopping habits.
- Textile Exchange’s Materials Market Report: I want to learn more about the different materials used in clothing, especially cotton and synthetic fibers, and how the apparel industry is changing.
I chose these resources because I think they’ll help me understand both the activewear market and the consumers buying these products. I’m interested in seeing whether my own preference for cotton clothing is something other consumers are looking for and how Nike could reach that audience.
References
NIKE, Inc. (2026). Annual reports. https://investors.nike.com/sec-filings/annual-reports
Pew Research Center. (2025, November 20). Americans’ social media use 2025. https://www.pewresearch.org/internet/2025/11/20/americans-social-media-use-2025/
Textile Exchange. (2026). Materials market report 2026. https://textileexchange.org/knowledge-center/reports/materials-market-report-2026/
