Nike Adapt BB: The Most Advanced Fit Solution Till Date

Nike has introduced its uniquely designed self-lacing basketball shoes, Adapt BB, which can be adjusted using a smartphone application. The shoes come without laces and have a pull tab and molded heel for easy entry. The wireless charging feature and advanced fit make the product suitable for all foot sizes. The press release featured Jayson Tatum and the catchphrase of the product is “most advanced fit solution till date”. Nike uses sponsorships with clubs, federations, and local leagues for attracting young athletes to their products. The company has partnered with famous professional athletes to draw in new customers. The target market of the brand comprises of athletes, sports and fitness enthusiasts aged between 17-35.

Nike Adapt BB
Press release

Company background
• The multinational corporation specializes in producing sports
accessories, equipment, footwear, apparel and other services.
(Nike, 2017)
• Established back in 1964, the brand has now branched out to
different countries, launching different product ranges.
• The target market of the brand comprises of athletes, sports and
fitness enthusiasts aged between 17- 35. (Putbrese 2016)
• The company is widely known for its illustrious advertisements
featuring prominent sports personalities.

Adapt BB technology
• Adapt BB is a uniquely designed technology incorporated
in self-lacing basketball shoes introduced by Nike.
• The product can be adjusted using a smartphone
application.
• It will improve the experience of the players. (Nike, 2019)
• The advanced fit makes the product suitable for all foot-
sizes.
• The technology will be used for more sports items in the
future.

Product characteristics
• Consistent yet customized fit
• Flexible yet strong
• Customizable according to the features of the consumer’s
smartphone.
• The shoes come without laces
• Pull tab and molded heel allows easy entry.
• Wireless charging (Nike 2017).

The press release of Adapt BB
• The company advertisement featured Jayson Tatum
for launching the new product. (CelticsBlog, 2019)
• The catchphrase of the product is “ most advanced
fit solution till date”.
• The purpose was of the release was to mark the
company’s foray into exclusive auto-lacing
sneakers. (Business Insider, 2019)
• The innovation was synchronized with the evolving
trend of automated lacing sneakers in the recent
years.

Sponsorships and promotions
• The company uses sponsorships with clubs, federations
and local leagues for attracting young athletes to their
products. (Highsnobiety, 2019)
• New customers are drawn in by partnering with famous
professional athletes.
• Most of the NFL team wear gears designed by Nike.
• The new media marketing schemes has helped the
company reach out to a wider audience.

References:
CelticsBlog. (2019). Jayson Tatum introduces the Nike Adapt BB.
[online] Available at:
https://www.celticsblog.com/2019/1/15/18184110/jayson-tatum-
introduces-nike-adapt-bb-boston-celtics [Accessed 24 Jan. 2019].
Business Insider. (2019). Nike is going after 3 kinds of customers.
[online] Available at: https://www.businessinsider.in/Nike-is-going-
after-3-kinds-of-customers/articleshow/46844244.cms [Accessed 24
Jan. 2019].
Highsnobiety. (2019). Nike Adapt BB: Release Date, Price & More
Info. [online] Available at: https://www.highsnobiety.com/p/nike-adapt-
bb-release-date-price/ [Accessed 24 Jan. 2019].
Squadrone, R., Rodano, R., Hamill, J. and Preatoni, E., 2015. Acute effect of
different minimalist shoes on foot strike pattern and kinematics in rearfoot
strikers during running. Journal of sports sciences, 33(11), pp.1196-1204.
Putbrese, L., 2016. Consumers’ Brand Loyalty: Nike. International Journal of
Market Research.
Anon, (2019). www.nike.com. [online] Available at:
https://www.nike.com/us/en_us/ [Accessed 24 Jan. 2019].

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Mahdi, H.A.A., Abbas, M., Mazar, T.I. and George, S., 2015. A Comparative
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with special reference to Competitive Advantage in the context of a
Dynamic and Competitive Environment. International Journal of Business
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