Every sport has types of clothing
or equipment that are a necessity for the athlete to own. Football players need
pads and cleats. Runners need running shoes. Baseball players need a glove and
a bat. Golfers need clubs, appropriate
clothes, and golf balls.
These products all provide utilitarian value to the consumer
in that they allow athletes to accomplish tasks in their respective sports.
These products allow the consumer to get the job done. Running shoes allow the
consumer to run and golf clubs allow the consumer to play golf.
By offering
a wide variety of these products, Nike offers utilitarian value to their
consumers. However, providing utilitarian value to the consumer is not how Nike
separates themselves from their competitors. After all, Adidas, New Balance,
and many other companies offer some of the same products, providing relatively
the same utilitarian value to consumers.
The main
differentiating factor for Nike over its competitors stems from the hedonic
value it provides to its consumers. This type of value “is provided entirely by
the actual experience and emotions associated with consumption, not because
some other end is or will be accomplished” (Babin 29).
One way Nike achieves this type of
experience is through their celebrity sponsorships and celebrity product lines.
For example, basketball players who admire LeBron James, Kevin Durant, or Kobe
Bryant are in luck. Nike offers product lines sponsored by these athletes, who
wear their gear in their games. Wearing the same shoes LeBron James wears when
he plays is something that entices consumers. It makes the consumer feel cooler
and more confident, while building a connection between the consumer and
superstar athletes. Knowing that you’re wearing the same basketball shoes as
one of the best basketball players in the world enhances the end experience for
the consumer.
Another way Nike provides hedonic value
is by allowing the consumer to make the product more personal. Using the
convenient Nike ID, consumers can customize their own shoes. Nike ID allows the
consumer to change everything from the color of the shoelaces to the color of
the sole. It even allows you to imprint your name or initials on the shoe.
Creating one’s own shoe allows the consumer to become more emotionally attached
to the product, rather than simply walking into an outlet store and choosing
one. Nike ID lets you create a unique, customized shoe that has never been made
before. It truly is one of a kind.
www.nike.com. Just Do It.