MPM 731 Business Communication: Nike Adapt BB Press Release Analysis

This report provides an analysis of Nike's press release for the Nike Adapt BB, focusing on its business communication aspects within the context of MPM 731. It highlights Nike's innovative approach to athletic footwear with the Adapt BB, emphasizing the technology's ability to provide a customized fit for athletes through power-lacing, firmware updates, and a mobile app. The report also touches on Nike's mission to bring innovation to athletes worldwide and its global presence. The analysis considers how the press release effectively communicates the product's features and benefits, targeting sports enthusiasts and highlighting the importance of optimal fit for athletic performance. Desklib offers a variety of resources including past papers and solved assignments to support students in their academic endeavors.

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1MANAGEMENT
Press Release of Nike
January 25 2018
Nike introduces its most advanced fit solution for sports enthusiasts - the
Nike Adapt BB
The Nike Adapt BB has an almost symbiotic relationship with its digital app thanks to opt-
in firmware updates.
Getting the perfect fit from a shoe is extremely important and integral. The effort to
achieve a perfect fit has led Nike to undertake scientific research in order to come up with
several innovative technologies in order to provide its customers with the perfect fit. In its quest
to refine fit, Nike in the past, has introduced Huarache, Flywire and Flyknit. In addition, Nike
launched the Nike HyperAdapt 1.0 in 2016, which was the first multi-performance shoe that had
the feature of power lacing that. Not one to rest on laurels, Nike in its continual strive for
perfection, has recently launched Nike Adapt. The Nike Adapt is a platform that designs a
custom fit by uniting a superior power – lacing system, firmware that is updated continuously
and an app, all of which is present in the Nike Adapt BB basketball shoe. During a typical game
of basketball, the foot of an athlete tends to change. It tends to expand minutely to approximately
a half-size and the ability to alter one’s fit quickly by loosening one’s shoe to increase the blood
flow and be able to tighten it again for better performance is an important element that will
enhance the experience of an athlete.

2MANAGEMENT
When a sportsperson wears a Nike Adapt BB, a customized motor and gear train feels the
tension required by the foot of the player and accordingly adjusts to keep the player’s foot snug.
With the help of a manual touch or by means of the Nike Adapt app on a smart phone, a player
can input a plethora of fit settings as per his requirement, which is dependent on the different
moments in a match. For instance, during a time-out, players can loosen his shoe and tighten it
up again as he enters the field to continue the game. In addition, players can opt in for updates
for the FitAdapt technology.
“We decided to pick basketball as the first sport for Nike Adapt because of the plethora
of demands that athletes tend to put on their sports shoes,” says Eric Avar, Nike VP Creative
Director of Innovation. The next step is to use the FitAdapt technology to several other sports.
The FitAdapt technology will be available in the Nike Adapt BB.

3MANAGEMENT
Bill Bowerman and Phil Knight founded Nike in January 25, 1964. Nike is a leading
innovator in apparel, athletic footwear, accessories and equipments. The mission statement o
Nike is to bring innovation and inspiration to all the athletes in the world. Nike sells their
products in one hundred and seventy countries in the world and has more than thirty thousand
employees around the world. The website of Nike is www.nike.com. The Nike Adapt BB thus
aids a player to find their customized fit and provides lockdown, traction and feel right through a
game.
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