Finding the Female Athlete, Research Paper Example

Sportswear Market Tendencies

Nowadays, retailers are elaborating a new way of thinking concerning the manufacture of women’s sportswear. This phenomenon is a result of the appearance of two new trends in sports fashion industry. These two are: “First, sportswear shoppers are demanding product with more style; second, lifestyle needs are having a greater influence on design and presentation”[1]. By making female sportswear more diverse, the mentioned tendencies present the stores with the opportunity to set up exclusive identities, and to make focus on distinctive features their product provides.

As the casual fashion gets more popular among youths, the sportswear is becoming a most convenient way of being dressed casually. “Active wear has had a definite influence on women’s sportswear and vice versa. In effect, athletic wear is supposed to be specifically functional, but it quickly becomes casual fashion in its own right”[2]. Nowadays each chain of branded clothes seems to realize that women’s sportswear is developing into a more complex proposition. Only those brands that recognize the need for presenting their customers with the opportunity to improve their lifestyles get the chance to stand out in the marketplace and to maintain a strong brand image. “To satisfy the critical need for differentiation, many retailers are trying to develop unique connections that are exclusive to the store, whether through private label, exclusive brands or lifestyle considerations”[3].

The study of contemporary sportswear market showed that the triumph of women in prestigious and professional sports has increased consumer demand for sportswear designed exclusively for the female body. “As the number of women athletes continues to increase, the female consumer is no longer content to wear men’s athletic apparel in smaller sizes”[4]. Most fashion designers have naturally reacted by including female sportswear into their typical clothes lines, trying to respond effectively to the female athletes’ strive to wear fashionable and secure athletic attire. “But the study also shows that while this cross-fertilization between the women’s sportswear market and the fashion world may be the industry’s greatest asset, it is also its toughest challenge”[5]. The research proposes that women are the major sporting products purchasers, accountable for four-fifths of all athletic clothes purchases. As clothing alternatives and growing choices for the female athlete are getting more under attack, women searching for athletic clothing and shoes are expected to prefer those shopping environments that recognize the clothing requirements typical for both their preferred sport and lifestyle.

Nike History

Nike was established in 1962, by Bill Bowerman and Phil Knight. The company was initially founded as Blue Ribbon Sports. In 1972 Bowerman and Knight finally decided to name their forthcoming corporation “Nike”, which can be interpreted as winged Greek goddess of victory. Knowing that many people expected Nike’s logo to be a wing, but despite the logical expectations of general public Nike owners appeared to be satisfied with “Swoosh”. The “Swoosh” has presently become a legendary symbol well-known all over the world. It was worked out in 1971, by Carolyn Davidson for no more than $35.00. Nowadays Nike can be easily recognized both by the “Swoosh” logo and its famous “Just Do It” slogan that allows Nike to stand out as one of the greatest sportswear manufacturers.

Naturally, it wasn’t for one day that Nike testified its great name and created a strong brand image that today cannot be confused with any other similar company. There were times in the early 80’s when many consumers were greatly dissatisfied with the Nike’s production not being settled in United States. People were discontented with the fact Nike shoes were manufactured in Vietnam, China, and Indonesia where the workmen are paid low wages and treated badly. However, this large conflict ending into boycotts, never prevented Nike Company from running its business successfully.

The business reached its high level when the world’s greatest basketball player Michael Jordan came to the company in 1985. It became a turning point for the business indeed. Jordan’s active participation in Nike’s promotional campaigns has completely changed the position the Nike Company occupied at the market. Whether Nike accepts this as a true or not, Jordan is undeniably bearing the responsibility for a great part of the company’s stunning triumph. “Later on down the line Nike teamed up with more famous athletes like Bo Jackson, Andre Agassi, Charles Barkley, Deion Sanders, Ken Griffey, Scottie Pippen, Penny Hardaway, Jason Kidd, Barry Sanders, and many more”[6]. The Nike’s cooperation with Jordan has established a tradition of using famous sportsmen’s popularity for the sportswear business benefit. This particular marketing tactic has become a widespread tool of influence on general public.

Brief History of Females Sports

From the very antiquity till recently any sort of athletic contest has been recognized as a solely masculine business. Warriors were the first sportsmen of the ancient times, who were traditionally participating in athletic competitions in order to demonstrate and ascertain own fighting power and to prove one’s being strong, brave, and full of energy. The Ancient Olympics were made up of a range of sport contests that were carried out exclusively for men, while women were not only out of competing, – they were not even permitted to watch the contests. Nevertheless, an independent women’s athletic event, the Heraea Games was ultimately developed.

Until the late nineteenth and early twentieth centuries few women still participated in sports competition. The Victorian Era (1840-1901) is considered to mark the beginning of female sports. Due to the technological advancements, urbanization and immigration women started to have much more opportunities than before, and were finally allowed to represent some kind of workforce. General changes in social systems of Europe and North America resulted in growing female involvement in social life. The women’s rights movement appearance was aimed at establishing women in society as equals to men. Even though women were allowed to take part in many sports, few showed enthusiasm about the matter since social lack of receptiveness and misunderstanding prevented women from the radical movements.

From 1900 the contemporary Olympics has started to have female participants, even though initially women participated in relatively few events. Considering lack of physical force and resistance, women were eventually prevented from participating in the number of physically intensive contests, and the number of female versions of male sports was developed (netball, baseball, etc.).

In 1990s female professional team sports for the first time gained fame and attractiveness. This tendency was especially noticeable within basketball and football (soccer) sports. The female teams’ popularity reached its highest level in United States, yet the tendency was as well present in certain European countries and former Communist states.As a result of a comparative lack of public attention to female athletics, most early women’s professional sports leagues failed after a short struggle, and eventually amateur competitions became the major setting for women’s sports. Nowadays, women contest professionally and as amateurs in practically every key sport, although the intensity of participation naturally decreases when the more violent contact sports are considered.

No need to say, female sports have to a great extent changed women position in society. “The importance of studying women in sport is inarguably one of the most influential and overlooked topics of the women’s movement. In the sports arena women are given the opportunity to level with men”[7]. Naturally among all of the novelties that came from “women in sport”, dress transformation had the greatest effect and influence of the overall social change. The women who occupied the front position of the fashion and sport trends were college women actively participating in athletic competitions.

Nike and Female Consumer Within the Industry

No wonder that such legendary brands as Nike have recently faced the need for aiming their promotional campaigns not simply on general public, but on men and women specifically. In 1995 Nike published the primary version of “Let Me Play” making emphasis on advantageousness of organizing sports for women and girls. In 2oo7 as a respond to Don Imus’s offensive comments concerning Rutgers’ female basketball players Nike Company introduced a promotional campaign praising the successes of celebrated female athletes like Serena Williams and Mia Hamm, among others. “To prove the company’s commitment to the advancement of female athletes, Nike started the Let Me Play Fund with $425,000 to issue grants for equipment and uniforms for girls’ sports teams (Howard)”[8]

Nike is obviously familiar with its audience. The company conveys to its potential consumers the one message that is surely able to attract attention and establish successful relationship with prospective customers. “Consumers identify a message that inspires them to respond to or act on an issue already on their radar, and Nike garners instant interaction with the public, whether a sale is made or not”[9]. Performing its marketing tactics Nike knows well that just as soon as connection with the audience is established, high sales are practically guaranteed.

On October 18th, 2009, thousands of runners will meet in the picturesque streets of San Francisco for the sixth annual Nike Women’s Marathon. Race is carried out to the benefit of The Leukemia & Lymphoma Society. Moreover, Team In Training (TNT), the world’s biggest charity sports training program, has been created in order to help inexperienced runner attracted by the possibility to making one’s first marathon to get ready to participate in the sports event. Nike Company proposes months of training from its certified coaching staff[10]. The event, already being strongly promoted, attracts the women from all over the country.

In additional to numerous sportive events supported and carried out by Nike, the company proposes numerous training possibilities for female unprofessional athletes. At Nike’s official cite you can find Nike Training Widget that is designed to help you organize and perform a convenient and effective training. You are also presented with the possibility to create your own design of particular sportswear items (shoes, clothes, gear) performed with Nike’s quality and your own vision of style. The cite also has a section dedicated to famous female athletes, telling the stories of Maria Sharapova, Gretchen Bleiler, Jessica Mendoza, Sanya Richards, among others[11].

No doubt, Nike proposes most modern and convenient possibilities of shopping. They praise their own high qualitative sports goods, expanding their clothes line constantly, being an active public figure. I believe their marketing tactics to be extremely efficient. The only point I would advise the company to pay more attention to is casual clothing for those not truly interested in sports, but appreciating the comfort and convenience of what they wear.

Nike vs. Adidas

Nike’s major rival Adidas Company is an international manufacturer of sporting goods that occupies a top position in the sportswear industry. It is believed that Adidas predominate in the industry in terms of marketing strategy. While Nike’s “strategy is to penetrate the market through sponsoring teams and players”[12], Adidas’s strategy is “to heavily invest on the events rather than sponsoring teams and players”[13]. Both companies strive to employ the FIFA world cup as an authoritative weapon in order to increase overall sales. Nike goes after the long term strategy. It major tactic is to sign the long term contracts with the famous athletes and popular teams. The major disadvantage in this strategy is that if the sponsoring team or players does not perform well, the fact might affect the sales negatively.

Conclusion

Whether Nike is performing successfully or not is a question being answered without hesitation, – it surely does. No matter what, today Nike is the prime seller of athletic footwear and athletic attire in the world. I believe their brand image to be bright, clear and effective. Any girl or women wearing Nike looks stylishly and feels comfortable. Nike’s greatest advantage in terms of women preferences is that it provides great choice. Nike’s clothing line presents a variety of colors, materials and styles. And that is exactly what every normal girl wants to have choice of.

Works Cited

“Adidas vs. Nike.” Sulekha.com. 30 Apr. 2009. <http://anilmadugula.sulekha.com/blog/post/2006/07/adidas-vs-nike.htm>.

Ayers, Jessica. “Nike + Consumer.” Public Relations Out Loud. 30 Apr. 2009. <http://www.platformmagazine.com/article.cfm?alias=Nike–Consumer>.

Duff, Mike. “Niche marketing in fashion in women’s sportswear.” BNET. 30 Apr. 2009. <http://findarticles.com/p/articles/mi_m3092/is_14_38/ai_55302190/>.

“Girl Power Boosts Female Sportswear Industry.” Fashion Windows. 30. Apr. 2009. <http://www.fashionwindows.com/visual/2001/sportswear.asp>.

“Nike History.” The Shoe Game.com. 30 Apr. 2009. <http://theshoegame.com/Nike-History.html>.

“Nike Women’s Marathon.” Inside Nike Running. 30 Apr. 2009. <http://insidenikerunning.nike.com/category/events/nike-womens-marathon/>.

Nike Women. 30 Apr. 2009. <http://www.nike.com/nikeos/p/nikewomen/en_US/>.

Owen, Summer R.“Women and Sport.” Women’s History Then and Now. 30 Apr. 2009. <http://www.cwrl.utexas.edu/~ulrich/femhist/sports.shtml>.

[1] Mike Duff, “Niche marketing in fashion in women’s sportswear,” BNET, 30 Apr. 2009. <http://findarticles.com/p/articles/mi_m3092/is_14_38/ai_55302190/>.

[2] Mike Duff, “Niche marketing in fashion in women’s sportswear,” BNET, 30 Apr. 2009. <http://findarticles.com/p/articles/mi_m3092/is_14_38/ai_55302190/>.

[3] Mike Duff, “Niche marketing in fashion in women’s sportswear,” BNET, 30 Apr. 2009. <http://findarticles.com/p/articles/mi_m3092/is_14_38/ai_55302190/>.

[4] “Girl Power Boosts Female Sportswear Industry”, Fashion Windows, 30. Apr. 2009. <http://www.fashionwindows.com/visual/2001/sportswear.asp>.

[5] “Girl Power Boosts Female Sportswear Industry”, Fashion Windows, 30. Apr. 2009. <http://www.fashionwindows.com/visual/2001/sportswear.asp>.

[6] “Nike History”, The Shoe Game.com, 30 Apr. 2009. <http://theshoegame.com/Nike-History.html>.

[7] Summer R. Owen, “Women and Sport”, Women’s History Then and Now, 30 Apr. 2009. <http://www.cwrl.utexas.edu/~ulrich/femhist/sports.shtml>.

[8] Jessica Ayers, “Nike + Consumer”, Public Relations Out Loud, 30 Apr. 2009. <http://www.platformmagazine.com/article.cfm?alias=Nike–Consumer>.

[9] Jessica Ayers, “Nike + Consumer”, Public Relations Out Loud, 30 Apr. 2009. <http://www.platformmagazine.com/article.cfm?alias=Nike–Consumer>.

[10] “Nike Women’s Marathon”, Inside Nike Running, 30 Apr. 2009. <http://insidenikerunning.nike.com/category/events/nike-womens-marathon/>.

[11] Nike Women, 30 Apr. 2009. <http://www.nike.com/nikeos/p/nikewomen/en_US/>.

[12] “Adidas vs. Nike”, Sulekha.com, 30 Apr. 2009. <http://anilmadugula.sulekha.com/blog/post/2006/07/adidas-vs-nike.htm>.

[13] “Adidas vs. Nike”, Sulekha.com, 30 Apr. 2009. <http://anilmadugula.sulekha.com/blog/post/2006/07/adidas-vs-nike.htm>.