CRI

BM006-3-2 CRI
Individual Assignment
TP018382
Name of Product: Student Name: Student No: Intake: Module Name: Lecturer: Submission: Word Count:
Smart Tech Suit Bilal Ahmed Khan TP018382 UC2F0911 ME Creativity and Innovation Hemalatha A/P Ramalingam 27th September 2010 2195
Level 2
Asia Pacific University College of Technology and Innovation
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Executive Summary:
The proposed product concept Smart Tech Suit being offered to the famous sports apparel brand Nike with the intention of entering a new era of apparel design and technology. No other apparel brand has come up with such an idea before. In other words, its a chance offered to Nike to make this break through and prove it as the best of all other such existing brands. The features and functions that would be offered by Smart Tech Suit are divided into two main categories: The outlook of the suit would be altered by just pressing few buttons. In detail, the color and the orientation of the fabric thread could be altered. The former would result in providing a range of colors to be used. That means that the same piece of cloth could be used at different times providing a variety to the user. The later would be designed in such a way that the apparel would be able to serve as a water proof fabric or could become a normal sporty outfit with airy fabric type. The level of technology can easily be judged by going through the features offered by the suit. (Refer to Appendix F) The target market includes all the athletes and anyone who exercises. As expected by the features offered by the suit, the price range of this suit is projected to be expensive. This attracts only rich people around the world. Moreover, Nike is brand that is reliable and renowned for its quality. So the regular customers of Nike could be the potential customers of the Smart Tech Suit. The techniques used for Problem finding, fact finding and objective findings are Laddering Technique, Who, What, Where, When, Why and How, competitor analysis and market segmentation. Techniques used for Idea Generation are concept fan, lotus blossom, mind mapping, attribute listing, scamper force fitting trigger and brainstorming (classical) and for Idea Evaluation, techniques used are force field analysis (FFA) and sticky stars.
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Contents
Introduction: ...............................................................................................................................5 Company Profile: ....................................................................................................................5 Objective Finding:.......................................................................................................................6 SWOT and TOWS ANALYSIS: .............................................................................................6 Fact Finding: ...............................................................................................................................8 Who, What, Where, When, Why and How?.............................................................................8 Problem Finding: ...................................................................................................................... 10 Laddering Technique:............................................................................................................ 10 Competitor Analysis: ................................................................................................................ 11 Direct Competitor:............................................................................................................. 11 Indirect Competitor: .......................................................................................................... 12 Market Segmentation: ........................................................................................................... 13 Demographic: .................................................................................................................... 13 Psychographic: .................................................................................................................. 13 Geographic: ....................................................................................................................... 14 Behavioral: ........................................................................................................................ 14 Idea Generation: ........................................................................................................................ 15 Mind Mapping: ..................................................................................................................... 15 Concept Fan: ......................................................................................................................... 17 Lotus Blossom: ..................................................................................................................... 18 Scamper: ............................................................................................................................... 19 Attribute Listing: ................................................................................................................... 20 Force Fit Trigger: .................................................................................................................. 21 Brainstorming (Classical): ..................................................................................................... 23 Product Description:.................................................................................................................. 23 Design: .............................................................................................................................. 23 Technology: ...................................................................................................................... 23 Idea Evaluation: ........................................................................................................................ 25 Force Field Analysis:............................................................................................................. 25 Sticky Stars: .......................................................................................................................... 28 Level 2 Asia Pacific University College of Technology and Innovation Page 3
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Evaluation and Screening: ......................................................................................................... 29 References: ............................................................................................................................... 30 Appendix: ................................................................................................................................. 31 Appendix A: Company Profile .............................................................................................. 31 Appendix B: PROFILE: ADIDAS ......................................................................................... 33 Appendix C: Awards & Recognition: .................................................................................... 35 Appendix D: Income Statement: ............................................................................................ 36 Appendix E: Explanation of Sticky Dots: .............................................................................. 38 Appendix F: Color Changing Fabric: ..................................................................................... 40 Appendix G: Concept Fan Explanation:................................................................................. 41 Appendix H: Force Field Analysis Detail: ............................................................................. 42 Appendix I: Ideas from Brainstorming (Classical) session: .................................................... 43 Appendix J: A Coat of Many Changing Colors....44 Appendix K: Questionnaires:.....46
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Introduction:
Company Profile:
Nike Inc. was incorporated in 1968 under the laws of the state of Oregon, USA. The company is famous for its quality work in sportswear including footwear, clothes and accessories. Nike is the leading manufacturer of sportswear in the world. Nike has revolutionized the sports market in terms of marketing and technological advancements. Nike Swoosh is one of the most successful and recognized brand logos in the world of sports. In short, Nike has literally redefined the terms like marketing, retailing, manufacturing and production. Refer to Appendix A in order to get more information on Nike.
Figure 1: Nike Logo (Courtesy Nike, 2010)
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Objective Finding:
Synopsis: Objective finding involves divergent thinking to generate list of problems one is facing.
SWOT and TOWS ANALYSIS:

Strengths (S) Weaknesses (W)
1. Nike is a very competitive global organization. 2. Nike has no factories, thus no investments in manufacturing plants. This keeps them focused on product innovation and R & D. 3. The strong history of successive decisions and sponsorships really makes it the number one sports brand of the world.
1. Non diversified sports range. 2. Profit margin is affected by retailers as Nikes own retailer market is quite limited. 3. Are known for child labor and inhumane working conditions for their workers.
Opportunities (O)
SO:
WO:
1. Introduction of sunglasses and jewellery into the market which associate high profits with them. 2. Development of business internationally especially
1. Develop and produce multiproduct line. S1S2O1 2. Expand international business to invade the emerging markets.
1. Diversify current sports range and variety. W1O1O2 2. Increase number of its own retailers. W2O2
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BM006-3-2 CRI among the emerging markets like China and India. 3. Nikes entry into fashion which is still not believed by its owners.
Individual Assignment S2S3O2 3. Invasion of different industries like the fashion industry. S2S3O3
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Threats (T)
ST:
WT:
1. Rise in competitor market and lack of new models by Nike. The model developed by Phil Knight i.e. (high value branded product manufactured at a low cost) is quite common now among competitors.
1. Innovate and evaluate ideas and models to boost up their pace among the competitors. S2S3T1 2. Create new policies for retail sector to cope up with the pricing issue.
1. Development of flexible product line. W1T1 2. Undergo joint ventures with anti child labor organizations to change any negative images in the mind of the consumers. W3T1
2. No control of product pricing offered by external retailers to consumers. That affects the sales of Nikes products.
S2T2
Table 1: SWOT and TOWS Analysis of Nike
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Fact Finding:
Who, What, Where, When, Why and How?
1. Who is the target market? Athletes, sport lovers and every regular individual who exercises.
2. What are the features that could be added in a normal track suit?
Features like offering more variety and functionality to what is already there in the market. Precisely, color changing ability combined with massage and healing power. In other words, introducing a range of diversity in the sports apparel industry.
3. Where the need in improvement does persist?
Following a daily routine for exercising could be boring and dull which can be improved by using variety in colors of the outfits. Moreover, track suits are one of the most comfortable outfits existing. The usage could be increased by making them water proof. Hence serving as a protecting apparel.
4. When will be the possibility of introducing such a suit in the market?
As the research in the particular field is already being done, it would take just a matter of couple of years to introduce the product in the market.
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5. Why modifying a sports apparel?
Modifying sports apparel is just one aspect of this idea. For now, it fits best on the type of technology used, especially the suit being equipped with technologies like color changing technology and alteration of thread orientation. In fact, more emphasis is given on the apparel being casual and protective i.e. multipurpose.
6. How can the right feedback be obtained from the people about the concept?
By contacting the target market especially by putting on forums and questionnaires regarding the proposed idea. The proposed price tag could also be attained through such an effort.
Synopsis: Fact Finding is the generation of relevant data to improve the understanding of a problem by looking at different perspectives.
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Problem Finding:
Laddering Technique:
Figure 2: Laddering Technique
By using this technique we move on from clothing industry (general) to sportswear (specific). As we go down further, we become more specific towards the aim. As seen from the technique above, we jump onto track suits and eventually to the multi purpose tracksuits. The laddering technique covers little aspects of its components. Moreover, it is too general. Synopsis: Problem is the consideration of varieties of problem perspectives which eventually leads to decision making.
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Competitor Analysis:
Direct Competitor: The rival which tops the list of being the direct competitor of Nike is Adidas. (Refer to Appendix B). Company Name Product Name Product Photo Light weight Track Suit ClimaCool Track Suit Puma Adidas
1. Light weight Features 2. Shiny finishing 3. Convertible sleeves Target Market Strengths Middle classed children, teenagers and adults. 1. Available around the world 2. Reliable 3. Cheap as compared with competitors Weaknesses 1. Less variety of colors available
1. Highly ventilated meshed material. 2. Convertible bottom. 3. Offers one year warranty Middle classed teenagers and adults.
1. Available throughout the world. 2. Waterproof. 3. Available in variety of colors.
1. Product only available in dull colors.
2. Fabric gets cracked when folded intensely Price $60 - $80 $75 - $100
Table 2: Direct Competitor Analysis
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Synopsis: Direct competitor is the competitors that directly compete with the organization.
Indirect Competitor: Company Name Product Name Starter - Big Men's Track Suit Wal-Mart
Product Photo
1. Easy to use daily wear. Features Target Market Strengths 1. Economical. 2. Water proof. 2. Available in sharp colors Middle and lower classed teenagers and adults.
Weaknesses
1. Unattractive outlook. 2. Product availability only in few colors. 3. Only available online in selective parts of the world.
Price
$24 - $50
Table 3: Indirect Competitor
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Market Segmentation:
Demographic: The demographics are covered according to the following: -Age: The age range covered by the product is between 15 to 60 years. -Gender: The Suit would be available for both genders. -Income: The users have to be financially strong as the price of this suit would be quite high. Only a certain amount of people with financial stability would be able to enjoy the vast variety of features offered by this suit. Synopsis: Demographics are the characteristics of a population which include aspects like age, gender, income, race, etc.
Psychographic: As the suit is one of the latest innovations of technology, the users of this suit are required to be the ones who dont have any technology phobias. This is further supported by the fact that some people like to keep technology on one side and their daily life sticking to some other traditions. Moreover, the users must have sporting activities in their lifestyle in order to fully benefit from the product. Synopsis: Psychographics are any attributes relating to personality, values, attitudes, interests, or lifestyles of a population.
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BM006-3-2 CRI Geographic:
TP018382
Geographically, the smart tech suit would be most successful in all the sports loving countries. The continents involved in this will be Europe, Australia, America and some parts of Asia and Africa. To be more specific, the suit is best for areas where it rains quite frequently. In other words, the product would best serve the residents of areas where there is frequent rain along with trends of sports like most European countries. Synopsis: Geographic is the aspect which covers different parts of the earth. Behavioral: In terms of brand loyalty, smart tech suit belongs to the most prestigious sports apparel manufactures of the world. Nikes marketing strategies and policies allow a lot of feedback from the customers. For the ones who are big fans of Nike, smart tech suit would be a great break through in the apparel industry. Synopsis: Behavior of a system is its response to the environment.
Figure 3: Bubble Diagram showing Target Market
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Idea Generation:
Mind Mapping:
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Individual Assignment Ideas generated
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Apparels designed according to flag colors of specific countries e.g. red and white theme for US.
Fabric which can heal a wound by providing it with required temperatures and moisture level.
Adding solar cells on fabric so the battery charges up by it self under sunlight.
Evaluation of the Technique: The ideas seem to be of great help and important as its the extract of the whole technique. Then whole network and its interconnection is of great consideration that every aspect is linked to each other directly or indirectly. The technique also has some limitations and negative points. The look of the mind map can be confusing as its pattern shows. Moreover, this makes it a bit uncomfortable to be used with as it demands more attention a time then the rest of the available techniques.
Synopsis: Mind map is a technique which begins with one point and gets divided into several branches from that particular point as the origin.
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Concept Fan:
Figure 5: Concept Fan
Ideas generated Garments which can become water proof or airy like a regular sports outfit. Producing garments with custom made designs.
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BM006-3-2 CRI Evaluation of the Technique:
TP018382
It helped in branching out various factors and possibilities into more detailed outcomes. By taking the reverse direction once the obvious possibilities were obtained, concept fan helped in adjusting the whole path to the outcome. Synopsis: Concept fan provides different interlinked paths and branches between the problems and their possible solutions.
Lotus Blossom:
Figure 6: Lotus Blossom Technique
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BM006-3-2 CRI Evaluation of Technique:
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Lotus blossom has helped in gathering most of the probable data. The concept of putting all the data in matrix form aided in building up new links between attributes. The best suited ideas for the sports apparel are encircled. Synopsis: Lotus blossom consists of the use of analytical capacities and helps to generate a great number of ideas that will possibly provide the best solution to the problem.
Scamper:
Standard fabric with advanced fiber like thread which can change its color.
Substitute
Combine
Apparels with massagers, heaters, music players.
Adapt
Changes in thread structure of fiber e.g. offering different modes of adaptability.
Modify
Modify the current designs to come up with some new textures and lines. Providing shelter against rain and cold.
Put to another use
Apparels designed to heal a wounded part of a human body.
Eliminate
N/A
Reverse/rearrange
Idea of usage of such apparels other than sports like daily wear.
Table 4: SCAMPER
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Individual Assignment Ideas generated
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1 2 3
Garment with changeable outlook in terms of color or style. Create multipurpose apparels which can serve as both daily wear and sport wear. Design apparels consisting of a heater, massager, cooling system, etc
Evaluation of the Technique: By using SCAMPER, few ideas were generated as seen above. The basic components of the technique provided different paths to be thought of which resulted in getting these ideas. On the other hand, the technique is limited to few aspects only. Synopsis: SCAMPER is a technique which provides different ideas by forcing yourself in a limited environment.
Attribute Listing:
Feature Fabric Colour Battery Design Weight Attributes (Current) Polyester/ Nylon Black, Blue, Grey N/A Sports Light
Table 5: Attribute Listing
Ideas (New) Microfiber Multicoloured Rechargeable Trendy, Casual Extra Light
Ideas generated Fiber material could be advanced like by using microfiber. Weight of apparel could be decreased which can act as an extra feature. Adding trendy and casual designs to such suits making them useful for multi purposes.
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Its a useful technique when it comes to particular features. The technique helps in linking the problems and features which possible solutions and ideas. Synopsis: Attribute listing is breaking the problem down into smaller and smaller bits and seeing what you discover once its done.
Force Fit Trigger:
Speed Attractive Wild Extinct Popular Valuable Dominating
Success Motivation Sky Pleasant Height Stepwise Relaxing

Table 6: Force Fitting Trigger
Protection Warm Funky Multipurpose Daily wear Comfortable Decent
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Keywords and Features based on them
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Attractive + Multipurpose
Sharp colors with thread used that can change its structure according to users demand.
Relaxing + comfortable + Speed Valuable + Success + Motivation
Airy fabric for maximum air inflow. Heaters fitted along with thread that can change its color according to users need.
Decent + Funky + Daily Wear
Comfortable light fabric which can be used for couple of days with out being washed.
Ideas generated 1 2 3 Attractive apparels that can be used for multi purposes like convertible apparels. Relaxing and comfortable apparels designed for running (speed) and working out. Apparels equipped with advanced and valuable technology like massagers and heaters can play key roles towards success and motivation.
4
Decent and funky designs especially made for daily wear.
Evaluation: The technique proved out to be quite successful as seen from the ideas generated. The mind was forced to think over the keywords that describe the pictures. The formula of this technique extracted the above given ideas which further narrow down the quest to come with up with a new design of a Track suit. Synopsis: Force fitting trigger is the technique which involves forcing yourself to obtain ideas by using a set of pictures.
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Brainstorming (Classical):
The technique was used among the same individuals who were asked to fill in the questionnaire (Appendix K). The session also included two lecturers which was very beneficial. The list of the ideas obtained through this session is attached in Appendix I. It should be noted that the ideas on which the proposed product is solely based are also supported by this session. Synopsis: It involves a discussion of ideas between 5-8 people. Its just a way to gather as many ideas as possible from each participant without any disturbance in the flow.
Product Description:
The product that I would suggest to Nike is termed as Smart Tech Suit. The smart tech suit is sport apparel equipped with advanced features which would simply make it a mega break through in the apparel industry. The ideas were shortlisted from Idea 1 and Idea 2 from the SCAMPER technique; where as the last part of the chosen concept was selected from Idea 1 from Concept map. Design: Smart Tech Suit would be modern, trendy and decently designed apparel. Technically speaking, the suit is especially designed for the ones who love sports and at the same time, like hanging out in the same kind of casual outfits. Apart from these, the suit is designed to change its outlook color according to the setting of the user. The suit would be able to switch between ranges of colors. Technology: When it comes to technology, smart tech suit is out of the league. The advanced features that it would offer are going be mind blowing. Firstly, the thread structure that would be used to make up the suit would be able to alter its orientation by just pressing few buttons. This idea is actually taken from the concept of a thread that is planned to be used for the military for camouflage. (Refer to Appendix F for more details). The features that that the suit is designed to offer are that the suit could become waterproof when required. At the same time, it would be able to serve as typical sports apparel with airy and light fabric material. This would be achieved by the electronically changing the orientation of the thread structure. Another feature which would really enhance the usage of such technology is the
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changing of the color of the outfit itself. The thread used would electronically change its color pigments resulting in a different color. (Refer to Appendix F and Appendix J for more details). Specification Description
Prototype
Sizes
Children, teenagers and adults All groups having S, M, L and XL size ranges
Material Design Battery

Color Range Price
Polyester, Nylon and Microfiber Trendy, smart and casual Rechargeable Li-ion
Black, Grey, Blue, Red, Brown, Yellow, Silver $ 150 - $ 200
Table7: Product Specifications
Figure 7: Remote Control (Courtesy Navitus, 2010)
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The figure above shows the type of remote control that would be provided with the Smart Tech Suit.
Idea Evaluation:
Force Field Analysis:
Complicated washing procedures (-3)
Multipurpose (+4)
Costly (-4)
Fabric color can be changed (+4)
Low battery life (-3)
Smart Tech Suit
Occupies less space (+3) Break through in apparel industry (+3) Reliable (3)
Maintenance is costly (-2)
Figure 8: Force Field Analysis
Net score = Supporting Factors Restricting Factors = 17 12 =5 Level 2 Asia Pacific University College of Technology and Innovation Page 25
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Refer to Appendix H to get more information on the Supporting and Restricting factors. Solution Finding: There are two ways in which the net score of the force field analysis can be increased. Firstly, the supporting factors can be increased or made more effective. On the other hand, the restricting factors could be decreased.
Complicated washing procedures (-2)
Multipurpose (+4)
Fabric color can be changed (+4) Costly (-4) Occupies less space (+3) Break through in apparel industry (+3) Reliable (3)
Figure 9: Force Field Analysis
Smart Tech Suit

Low battery life (-1)
Maintenance is costly (-1)
Net score = Supporting Factors Restricting Factors = 17 8 =9
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BM006-3-2 CRI Evaluation of the Technique:
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The technique was successfully implemented and the results are also fruitful. The technique can be evaluated by considering the two components that it consists i.e. the supporting and restricting factors. All the possible aspects are listed down with their value. More emphasis was carried out in improving the restricting factors of the suit which resulted in significant change in the net score after modification. Synopsis: Its the evaluation of an idea by assigning points to its positive and negative aspects and then calculating the net score.
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Sticky Stars:
Figure 10: Sticky Stars
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It can now be deduced from the above table that Smart Tech Suit would be a great success if produced. The results are significantly much better than its competitors in terms of design, technology used, reliability and features offered by the suit. Its not only the comparison of one attribute but a whole possible collection of several terms which are vital to be projected to obtain a view of the proposed idea. Synopsis: Its a technique used to evaluate each aspect of a design by assigning them with different weightings (stars). Its also a comparison between other competitors.
Evaluation and Screening:

It can now be concluded that the concept design of the Smart Tech Suit would be a great success according to the target market stated. On the other hand, the feedback collected from the students and lecturers which fitted into the target market. The feedback also favors the success of the Smart Tech Suit. (Refer to Appendix K for the Questionnaires). The suggestions on improvements that I got from the respondents of the questionnaires were mainly concerning the price of the product. The proposed price might hinder the progress of the suit. Another concern was shown on the washing and maintenance of the suit. That needs to be improved as well. Moreover, a very good suggestion was to use a watch/band instead of the remote control. For the future reference of the suit, the suit could also be equipped with some more features. Those features could include the addition of a massager, healer or a heater in the suit. So the next model of the suit could be much more advanced. Lastly, even the evaluation techniques used favor the success of the suit. In conclusion, the proposed opportunity can be a great incentive for Nike to prove once again, that they are worlds no.1 sports apparel industry.
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References:
Infinite Innovation Ltd, 1997-2006, How to use SCAMPER technique. [ONLINE] Available from: http://www.brainstorming.co.uk/tutorials/scampertutorial.html. [Accessed 10/08/10]. Jones, Caroline (2007/8). PROFILE: ADIDAS. [ONLINE] Available: http://www.innovationleaders.net/as_company_profile.html. [Accessed 13/08/10]. Marina Hyde. 2008. The Sport Blog. [ONLINE] Available at:http://www.guardian.co.uk/sport/2008/aug/22/olympics2008.olympicsathletics. [Accessed 02 September 10]. Nikebiz. 2010. Company Overview. [ONLINE] Available at:http://www.nikebiz.com/company_overview/facts.html. [Accessed 07 September 10] sony, (2010), Sony Navitus remote control [ONLINE]. Available at:http://www.smarthome.com/8047/Sony-Navitus-Remote-Control-RMNX7000/p.aspx [Accessed 01 September 10]. The Financial. 2010. Nike's Quarterly Profit Jumps 53%. [PDF] Available at:http://www.finchannel.com/Main_News/Business/65859_Nike's_Quarterly_Profit_Jumps_53 %25%E2%80%8E_/. [Accessed 01 September 10]. Value Based Management.net. 2009. Force Field Analysis. [ONLINE] Available at:http://www.valuebasedmanagement.net/methods_lewin_force_field_analysis.html. [Accessed 01 September 10].
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Appendix:
Appendix A: Company Profile
When Nike co-founder Bill Bowerman made this observation many years ago, he was defining how he viewed the endless possibilities for human potential in sports. He set the tone and direction for a young company created in 1972, called Nike, and today those same words inspire a new generation of Nike employees. Our goal is to carry on his legacy of innovative thinking, whether to develop products that help athletes of every level of ability reach their potential, or to create business opportunities that set Nike apart from the competition and provide value for our shareholders. It started with a handshake between two visionary Oregonians - Bowerman and his University of Oregon runner Phil Knight. They and the people they hired evolved and grew the company that became Nike from a US-based footwear distributor to a global marketer of athletic footwear, apparel and equipment that is unrivaled in the world. Along the way, Nike has established a strong Brand Portfolio with several wholly-owned subsidiaries including Cole Haan, Converse Inc., Hurley International LLC, NIKE Golf, and Umbro Ltd. Our world headquarters is located near Beaverton, Oregon, a suburb of Portland. So while the Pacific Northwest is the birthplace to Nike, today we operate in more than 160 countries around the globe. Through our suppliers, shippers, retailers and other service providers, we directly or indirectly employ nearly one million people. That includes more than 30,000 Nike employees across six continents, each of whom makes their own contribution to fulfill our mission statement: to bring inspiration and innovation to every athlete* in the world.
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Nike Facts: FOUNDING Back before the Swoosh logo and long before the days we were called Nike, there was Blue Ribbon Sports (BRS). It was the company Phil Knight, our founder, and legendary track coach Bill Bowerman created in 1964 to provide athletes with better shoes. Their first year sales totaled around $8,000. It wasnt until 1971 that BRS introduced the concept of the Greek winged Goddess of victoryNike followed by the launch in 1972 of the company we know today as Nike. In December 1980 we went public. And the rest is history. EMPLOYEES Nike employs more than 33,000 people globally. Our Nike World Headquarters located in Beaverton, Oregon is home to more than 7,000 employees. REVENUE For the fiscal year ending May 31, 2009, we reported record revenues of $19.2 billion, a 3 percent increase over last years earnings. NIKE WORLD CAMPUS The original Nike World Headquarters officially opened its doors in June 1990. By 2001, the original campus had doubled in size with the addition of six more buildings. The Nike campus today consists of 17 main buildings whose names pay tribute to some of our most legendary athletes: John McEnroe, Joan Benoit Samuelson Center, Michael Jordan, Bo Jackson (gym), Mike Schmidt, Nolan Ryan, Lance Armstrong (gym), Mia Hamm, Ken Griffey, Jr., Pete Sampras, Jerry Rice, Tiger Woods Center, The Joe Paterno and C. Vivian Stringer Child Development Centers, Dan Fouts, Alberto Salazar, and Steve Prefontaine Hall. The six-acre lake that rests at the heart of the Nike World Campus is seven feet deep at its deepest point. Home to migratory ducks and geese, this serene lake has been known to surprise a few employees not watching where theyre going.
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At 450,000 square feet, the Mia Hamm building is the largest on campus. Coming in at a not-soclose second is the Nolan Ryan Building on the original campus (completed in December 1992) at 225,000 square feet. All together, the buildings on campus total slightly more than 2 million square feet or just about 35 football fields. The main entry to Nike World Campus is at One Bowerman Drive, honoring legendary University of Oregon, Olympic Track and Field coach and Nike co-founder Bill Bowerman. In addition to our 193-acre campus near Beaverton, we operate across the world in a variety of facilities. Our first Niketown store opened in 1990 in downtown Portland. This first store set the standard for interactive consumer environments. Averaging more than 30,000 square feet of selling space, Niketowns attract millions of consumers every year around the globe. Nike also has Nike Stores, NikeFactory Stores and NikeWomen stores in the US and around the world. Nike IHM, Inc., is based near the World Campus and produces Nike AIR-SOLE cushioning components used in Nike footwear products. It also sells small amounts of various plastic products to other manufacturers. (Taken from NikeBiz, 2010-Company Overview)
Appendix B: PROFILE: ADIDAS

Adidas is on the move and always has been: It has had an adventurous history since it first grew out of a family business in Herzogenaurach, Germany in the 1920s. With the hostile separation of two brothers interests in the 1940s, nearly going bust in the 1980s and then executing two rescue operations, first by sending production offshore to Asia and then by reinventing itself into a design and marketing company, Adidas has riden the waves of change in the sports goods sector both up and down. Alongside its own brands, it owned the Saloman ski and sportswear brand for nearly a decade and now includes the Reebok, Taylormade Golf and Rockport brands in its stable.
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Things are now definitely on track and, if the current marketing slogan, Impossible is Nothing", is anything to go by, the company is brimming with confidence. This is not surprising when you consider that Adidas now consistently out-performs the rest of the sector and has enjoyed eight years of consecutive double digit net income growth. It is now the world's number two sports apparel manufacturer with total sales for 2007 of 10.3bn and profit growth of 9%.
Walk along any high street and it is clear that wearing sports clothing is definitely a fashion statement, and possibly an indication of athletic prowess. Adidas recognised this trend early on and has developed high-performance sports lines in collaboration with the likes of Stella McCartney, Yohji Yamamoto, Porsche Design and Rolland Berry. That said, the company does not sacrifice its commitment to improving sporting performance and aims to launch at least one major new technology or technological evolution per year. Even more than its peers, Adidas has put performance at the heart of its product portfolio and invests specifically to support this. R&D projects involve collaborations with professional and amateur athletes including Zinedine Zidane, Michael Ballack and Allyson Felix. In addition, Adidas works with clubs such as AC Milan and Bayern Munich to test and optimise products. Over recent years this has led to development of technologies such as ForMotion, which supports the core adistar and Supernova families, as well as the next generation of the Response and BOUNCE running shoes.
Alongside providing performance products, Adidas recognizes that consumers make purchase decisions based not only on brand but also on availability, convenience and breadth of product offering. As a result the company has been refining its distribution proposition, concentrating on expanding its own outlets or controlled space and improving retail relationships. There are now over 1000 Adidas stores around the world and, in the run up to the Beijing Olympics the company opened an average of two stores a month in China. By 2010, the aim is to generate at least 30% of the groups revenues through controlled space. To keep its brand in the public focus Adidas has also sponsored sportsmen and women for many years. In 2008, 295 footballers, 64 rugby players, 71 tennis players, 24 basketball players and 8 golfers all benefited from its three stripe logo. One of the first prominent endorsers of Adidas Level 2 Asia Pacific University College of Technology and Innovation Page 34
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equipment was American running legend Jesse Owens, the gold medalist at the 1936 Summer Olympics. As well as sponsoring the Beijing Olympics Adidas is also supporting the 2012 Olympic Games in London in a deal worth around $200 million: in this sector such brand awareness is critical. Going forward, Adidas is also embracing a number of niche sports and lifestyle activities fuelled by the current trends in individualism, health and wellbeing with, for example, a new woman's Yoga range. As it aims to take over world number 1 position in the sector from Nike, Adidas will be innovating incessantly both within existing sports and outside the core. (Taken from Innovation Leaders, 2010-Adidas Group)
Appendix C: Awards & Recognition:

Awards and Recognitions
Nike Named as One of the 100 Best Corporate Citizens for 2010
Nike Tops Climate Counts List in Corporate Commitment to Climate Nike tops the list of Climate Counts' third annual corporate climate scores. Nike Named in Top 10 of Newsweek's 2009 Green Rankings
The Ethisphere Institute named Nike as one of the Worlds Most Ethical Companies for 2010.
Nike Received Top Score in Design Innovation from Ceres
Best Workplaces for Commuters 2004, 2005, 2006 Recognized for commuter benefits program and its significance on reducing traffic and air pollution.
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(Taken from NikeBiz, 2010-Awards & Recognition)
Appendix D: Income Statement:
(Taken from Nikebiz, 2010-Financial Performance)
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(Taken from Bloomberg, 2010-Apparel market shares)
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(Taken from Bloomberg, 2010-Apparel market shares)
Appendix E: Explanation of Sticky Dots:
Design: Design of the suit is one of the most important parameter. The whole outlook depends on the design of the suit. It mostly includes the style, appearance, variety of colors, etc. The allocation of the value (stars) depends how well each aspect in design is covered according to the target market. The Smart Tech Suit scores the highest in this section as the design ideas proposed for it are truly according to the proposed target market. This feature would be further enhanced by the feedback of the consumers (Idea proposed in Concept fan).
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It is termed as the maximum that could be extracted out of a Track Suit by equipping it with various features that can maximize the performance and ability of the suit. Addition of the heater to the Smart Tech Suit is such an example. In this section, Smart tech suit scored the maximum points as it offers a wide variety of functions. It is surely the best when compared with its competitors regarding features. Technology: It is the blend of modern science and research implied in a piece of cloth. In this section, none of all the four competitors could score 100 percent. Smart Tech Suit scored the maximum but not 100 percent as there is still a lot of room to make it more advanced and technological. At this point of time, the features offered by tech smart suit would still be a great success. Maintenance: As more technology and features are blended together, more complications could arise in terms of maintenance and practicality. Other than the smart tech suit, most of the remaining suits are easy to maintain as they are not equipped with a lot of features. This makes the smart tech suit distinctive and a little hard to maintain. Reliability: When it comes to reliability, the quality of the product matters the most. The best quality is the most reliable. Regarding the reliability, most of the competitors scored well in the sticky dots technique. That is supported by the fact that the brands which are behind those products are greatly concerned about the quality of their products. Smart tech suit would also be included in such reliable products as Nike is a state symbol of quality and reliability of their products. Price: The price is an important factor in classifying the target market. Unfortunately, this attribute does not compete very well for smart tech suit as compared with its competitors. The price of the smart tech suit is set according to the features that the suit would have to offer. If the price is taken according to the function offered by the suit, it could easily be justified. Level 2 Asia Pacific University College of Technology and Innovation Page 39
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Appendix F: Color Changing Fabric:
Color-changing fabric is one of my personal favorites in the domain of Wearable Electronics. Being able to change the color of my clothing as simple as to flip a switch or have it changed automatically triggered by lets say ambient light changes or temperature or sometimes by my well feeling, gives endless opportunities and possibilities for fashion designers. According to Dr. Greg Sotzing from the University Connecticut, this comes one step closer to reality: Dr. Sotzing has created enhanced electro chromic polymers a flexible material that changes color when an electrical charge is applied to it. Electro chromic polymers have been around for a while, but they were too small and fragile to be practical, but Sotzing has found a way to make them long and flexible enough to be woven into cloth. The trick for making the fibers useful for color-changing fabrics, according to Williams, is to control the fibers on the scale of a single pixel. Threads with different charges could be woven together with thin metal wires designed to deliver various voltages, with the intersection between a thread and a wire serving as a pixel. Changing the voltage with an embedded battery would result in different colors. This potentially goes beyond simply making your outfit that perfect shade of green; a jacket or shirt made from the polymers could actually serve as a TV screen for watching shows or serving up advertisements. Ah better take the TV back to be more realistic but nevertheless, changing the color partially on the complete clothing to adjust to different occasions would be of great benefit; no need to go home and change the dress / jacket. (Taken from crunchwear, 2010-Color Changing Fabric)
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Appendix G: Concept Fan Explanation:
The concept fan above provides us with several new ideas and connections that can be made between them. A few of them are discussed below: Market Research:
Market research is one of the most important features as it directly links the manufacturers with the target consumers. The feedback of the consumers could prove very beneficial in increasing the sales and productivity of the suit. E.g. the consumers can be acquired about the fabric which they find out to be most comfortable especially in sports etc.
Implementation of Technological Concepts:
This is a process where science and technology comes into play practically. Just like the new tire coming in contact with the road for the first time. The feasible concepts can be merged with the clothing industry for advancements in the desired field. E.g. a garment can heal a wound by covering the wound and providing it with the optimum temperature and moisture.
Affordable Price Range:
No matter what anyone says, money is one of the ultimate powers in this world. Considering this fact, the price of the product matters a lot. The affordable and efficient the price is, it results in greater number of sales.
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Appendix H: Force Field Analysis Detail:
Restricting Factors: Complicated Washing procedures Washing procedures might include some complications as a special program of washing to be offered by washing machines equipped with that feature. This feature could be suppressed as the product would be able to function without being washed for several days as it is especially designed for daily wear. Costly The price tag for this product is according to the number of useful features that it would offer. As a result, it is considered high as compared with the competitor products available. Low Battery Life Battery would be only consumed more according to the usage of the heating function. This could be improved using the heating function sensibly.
Supporting Factors: Multi Purpose The suit offers multi functions i.e. can serve as a water proof material or a typical sports outfit. Fabric color can be changed Occupies less space Special type of thread is used which makes the suit able to change colors according to the requirements of the user. This feature is prominent when the suit is not in use. As compared with the number of features quipped in the suit, the suit would occupy less space when folded. Break through in Apparel Industry Reliable As this suit would be a bench mark in most advanced garments available in the market, due to the modern features offered by it. This is feature is common in most products by Nike, but in the case of Smart Tech Suit, special consideration would be given to the reliability of the product because of high cost of the suit.
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Appendix I: Ideas from Brainstorming (Classical) session: How to Improve Track Suits
introduction of variety of colors for same design adding massagers to suit electronic outfits which can change style like jeans can convert into jacket introducing cheap disposable suits for more variety using heaters and cooling systems in such suits combining track suits with night suits making track suits super light and flexible using a fabric which can convert the body heat into electrical energy usage of solar cells to replace regular batteries making the suit able to heal a wound introduction of color changing technology in suits making the suit available all over the world usage of self cleaning technologies in track suits suits fitted with built in mp3 players and motion sensors multipurpose suits like converting water proof to airy for sport purposes enhancing usage of track suits by offering custom made designs glowing suits to be used at night suits fitted with cameras on different sides pocket sized suits which can be inflated to normal size when to be used suits having automatic sweat absorption capability
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BM006-3-2 CRI

Asia Pacific University College of Technology and Innovation

Asia Pacific University College of Technology and Innovation

Asia Pacific University College of Technology and Innovation

Figure 1: Nike Logo (Courtesy Nike, 2010)

Asia Pacific University College of Technology and Innovation

SWOT and TOWS ANALYSIS:

Asia Pacific University College of Technology and Innovation

Table 1: SWOT and TOWS Analysis of Nike

Asia Pacific University College of Technology and Innovation

Who, What, Where, When, Why and How?

3. Where the need in improvement does persist?

4. When will be the possibility of introducing such a suit in the market?

Asia Pacific University College of Technology and Innovation

5. Why modifying a sports apparel?

Asia Pacific University College of Technology and Innovation

Figure 2: Laddering Technique

Asia Pacific University College of Technology and Innovation

1. Available throughout the world. 2. Waterproof. 3. Available in variety of colors.

1. Product only available in dull colors.

Table 2: Direct Competitor Analysis

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Table 3: Indirect Competitor

Asia Pacific University College of Technology and Innovation

Asia Pacific University College of Technology and Innovation

BM006-3-2 CRI Geographic:

Figure 3: Bubble Diagram showing Target Market

Asia Pacific University College of Technology and Innovation

Asia Pacific University College of Technology and Innovation

Individual Assignment Ideas generated

Asia Pacific University College of Technology and Innovation

Figure 5: Concept Fan

Asia Pacific University College of Technology and Innovation

BM006-3-2 CRI Evaluation of the Technique:

Figure 6: Lotus Blossom Technique

Asia Pacific University College of Technology and Innovation

BM006-3-2 CRI Evaluation of Technique:

Apparels with massagers, heaters, music players.

Changes in thread structure of fiber e.g. offering different modes of adaptability.

Put to another use

Apparels designed to heal a wounded part of a human body.

Asia Pacific University College of Technology and Innovation

Individual Assignment Ideas generated

Ideas (New) Microfiber Multicoloured Rechargeable Trendy, Casual Extra Light

Asia Pacific University College of Technology and Innovation

BM006-3-2 CRI Evaluation of Technique:

Force Fit Trigger:

Speed Attractive Wild Extinct Popular Valuable Dominating

Success Motivation Sky Pleasant Height Stepwise Relaxing

Protection Warm Funky Multipurpose Daily wear Comfortable Decent

Asia Pacific University College of Technology and Innovation

Relaxing + comfortable + Speed Valuable + Success + Motivation

Decent + Funky + Daily Wear

Decent and funky designs especially made for daily wear.

Asia Pacific University College of Technology and Innovation

Asia Pacific University College of Technology and Innovation

Material Design Battery

Figure 7: Remote Control (Courtesy Navitus, 2010)

Asia Pacific University College of Technology and Innovation

Complicated washing procedures (-3)

Fabric color can be changed (+4)

Low battery life (-3)

Smart Tech Suit