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Nike is a prominent brand that manufactures and sells athleisure wear, accessories, and equipment. Nike is a globally celebrated athletic organization that prioritizes performance, style, and innovation with each one of their products. Nike offers many different products for every level of every sport, even those who are more casual in their endeavors. Many people have remained loyal to the brand for these reasons and they expect long-lasting, good quality products when they purchase Nike.

A new consumer product that I would like to introduce is the Nike Pulse Watch. The Nike Pulse Watch would offer comprehensive health and fitness tracking like heart rate, recovery status, step tracking, and stress levels. It could also offer motivation like daily goals, real time stats, and workout modes. Adding a fitness watch to their catalogue would mean that loyal customers would not have to go to another brand for a watch. The market for fitness watches is steadily growing and projected to reach approximately 37 billion USD by 2035. People of all demographics are becoming more health conscious and embracing health/fitness trackers as technology continues to advance.

When deciding to launch a potential new product, there are many things to take into consideration. Nike researchers should focus on understanding their audience of athletes and what they would be most interested in. One of the main objectives here would be to learn how many consumers utilize fitness watches as well consistently purchasing Nike products. This will help us understand how many of Nike’s current customers would not only benefit from this product, but also how in demand it would be for them. Alternatively, understanding the competition is equally as important.

For this kind of research, collecting both primary data and secondary data is key here. Primary data research means asking these questions, implementing surveys, interviewing current athletes, and running product tests. Secondary data research will help analyze the data collected from the primary research. This will analyze the statistics, reports, and competitor positioning. Combining both of these research techniques will help Nike assess the market demand to successfully launch this new product.

Sources:

Harrison, J.H.D.O.D. E. (2026). Essentials of Marketing Research (6th ed.). McGraw-Hill Higher Education (US). https://bookshelf.vitalsource.com/books/9781265800833

Core Market Research. (2026, September). Fitness watches market size, trends & forecast 2025–2035. Core Market Research. https://coremarketresearch.com/report/fitness-watches

Pereira, D. (2026, September 4). Nike marketing strategy. The Business Model Analyst. https://businessmodelanalyst.com/nike-marketing-strategy

NIKE, Inc. (n.d.). Explore Nike’s purpose and read our mission statement. https://about.nike.com/en/mission