Nike, High Heels?

     When you firstly look at those pictures, what's your thinking about this high heels? Funny design? Fake Products?  The picture made by photoshop?  Actually, the answer for those questions are No. These products are the real nike brand high heels that have already introduced to the market.

    While, Nike is known as an international sports wear company that provides high quality products for both professional athletes and the general public who wear its products for the fitting exercises.  It's running and basketball series are popular, especially among the young generations.  In domestic market, Nike positions itself as a professional sports wear rather. Although the acquisitions of Converse and Cole Hann can leverage the companies ability for entering the fashion industry,  Nike's product and marketing activity in US market nerves position as the fashion apparels. Are these high heels shoes is the signal for Nike to enter the fashion?



     Well, as more and more fast fashion companies, such as Forever 21 and H&M has already entered into the fashion sport market, grasping Nike's market share and sales.  This new high heel product is under Jordan series, combining the sports function and fashion together.  By avoiding the brand image diluting,  this high heels sell at an individual online store rather Nike's retail stores and online website.

    But for me,  this strategy doesn't works. Jordan series is the most successful sub-brand for Nike and its brand image is established as comfortable, professional, stylish and special design. However, the high heels can hardly link with comfort.  Female consumers who wear high heels try to chase the fashion style and hope the high heels can make them looks pretty or elegant. The Nike's high heels might be comfortable, but it looks awkward. Although the distribution system is different, the obvious correct mark logo still tell the buyer that this is the Nike product.  It can still diluting Nike's brand and hurt the brand image. But if the customer do not get the information about this new product, then Nike fails on its new product and don't engage in the fashion sports wear.

   If Nike wants to chase the fashion market, Nike can adjust current production line, adding more fashion components to its products especially for the female consumer and young generations, just like what Nike did in Chinese market.  If the fashion and stylish needs is the trends for the current customers, Nike should carefully design its new product and think more about its customers. Only by doing this, Nike can maintain its current market share and adjust its well established brand image without hurting the brand.