Nike and Its Customers

Over the years, Nike has established an enormous loyal customer base.  No matter what sport they play, athletes have gravitated toward Nike.  Nike has been achieved the reputation of being a quality manufacturer and provider of athletic shoes, apparel and equipment that continue to give athletes the edge that they need when game time arrives.  The willingness of Nike to listen to the consumer about what they want and need also has a lot to do with this loyalty.

Nike understands that its reputation is on the line whenever an athlete laces up for competition and is wearing that swoosh.  That is why Nike continues to push the envelope when designing its products.  Nike doesn't just want to produce the best products, they want to produce the best products that people want to wear.  After all, this is what earned Nike the reputation of being the best.

One of the ways that Nike gives customers what they want is through the NikeID program.  This program is offered on select styles of shoes and allows the customer to design a custom pair of shoes by selecting from many available options.  Nike identified an area of its business that had the potential to boost the perceived value of the brand with a little more effort.  It also creates a more personalized experience for the customers that decide to use this feature.

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