Children’s focus groups inspire Nike strategy
19/01/2022
The Dynamo Go and Play Pack collection includes shoes that are easier to put on and take off, according to the company, after hundreds of testers suggested this was important.
Kevin Dodson, vice-president for kids footwear product, said: “Anyone who's spent time with kids knows that when they can pull on their own shoes quickly and easily, it gives them confidence and a feeling of empowerment, and that gets them moving more.”
Using feedback from Nike’s Consumer Insights team, which conducts panels with children and caregivers worldwide, the Nike Kids Product team aimed to make products fast and simple to get on; incorporate one-handed functionality; provide secure pocket storage; and make the clothing work for children with disabilities.
The accessible design will expand into future children’s collections, complementing “Nike’s push to invite the next generation into sport”.
“This is just the beginning of the solutions we can create,” said Mr Dodson. “I think in the near future we'll be known for being true leaders in easy-on, easy-off footwear and apparel.”
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