Chapter 15: Innovations: Adoption, Resistance, and Diffusion

 Innovations

Nike keeps innovating their products. For example Nike states:

"True innovation isn't just new and different. It's new and better. It's surprising. Sometimes it's shocking. Nobody does that better than Nike. Yet we know you can't anoint yourself as innovative- the consumer ultimately decided that for themselves. That's why we spread so much time with athletes and consumers-listening, observing, studying and then creating products that enhance athletic performance and overall consumer experiences. 

It's our connection to athletes and consumers that allow us to create game-changing technologies and products. Innovations like the Nike Flywire support system, Lunarlite foam cushioning, Hyperdunk basketball shoe, new generations of Free footwear, and new Trainer 1 shoe continue to set the standard for the industry."

Adoption 

Nike continues to bring new offerings to the market. Consumers continue to wait for Nike shoes to drop, as some range to be special edition. Nike consumers continue to buy from Nike, as they believe it has cultural meaning, such as athletic wear or street fashion. Most Nike consumers obtain a low-effect hierarchy of effects when making a buying decision. Many consumers obtain brand awareness therefore they understand the good quality of goods offered. This increases the chance of buying their products without any informative search. Once the buyer has bought the product they will obtain an attitude formation, which most of the time is a positive attitude towards their purchase. Thus, the positive attitude created by the purchase increases an adoption of being a loyal customer to the company.

Diffusion

Nike will continue to be a top company in the market as they continue to innovate to consumers preferences. For the years to come with different fashion trends Nike will have to adapt to those fashion trends to stay popular in retail. Nike products must take part in diffusion as new innovated products such as their running shoes must pertain to be unique from other competitors. In the image below shows the evolution of the Nike Pegasus. An example, how Nike shoes have change due to the percentage of consumers that have adopted an innovation of fashion trends throughout time.