Bm006-3-2 Cri Individual Assignment Tp018382

BM006-3-2 CRI Individual Assignment TP018382
Name of Product: Smart Tech Suit
Student Name: Bilal Ahmed Khan
Student No: TP018382
Intake: UC2F0911 ME
Module Name: Creativity and Innovation
Lecturer: Hemalatha A/P Ramalingam
Submission: 27th September 2010
Word Count: 2195
Level 2 Asia Pacific University College of Technology and Innovation Page 1

Executive Summary:
The proposed product concept ‗Smart Tech Suit‘ being offered to the famous sports apparel
brand Nike with the intention of entering a new era of apparel design and technology. No other
apparel brand has come up with such an idea before. In other words, it‘s a chance offered to Nike
to make this break through and prove it as the best of all other such existing brands.
The features and functions that would be offered by Smart Tech Suit are divided into two main
categories: The outlook of the suit would be altered by just pressing few buttons. In detail, the
color and the orientation of the fabric thread could be altered. The former would result in
providing a range of colors to be used. That means that the same piece of cloth could be used at
different times providing a variety to the user. The later would be designed in such a way that the
apparel would be able to serve as a water proof fabric or could become a normal sporty outfit
with airy fabric type. The level of technology can easily be judged by going through the features
offered by the suit. (Refer to Appendix F)
The target market includes all the athletes and anyone who exercises. As expected by the
features offered by the suit, the price range of this suit is projected to be expensive. This attracts
only rich people around the world. Moreover, Nike is brand that is reliable and renowned for its
quality. So the regular customers of Nike could be the potential customers of the Smart Tech
Suit.
The techniques used for Problem finding, fact finding and objective findings are Laddering
Technique, Who, What, Where, When, Why and How, competitor analysis and market
segmentation.
Techniques used for Idea Generation are concept fan, lotus blossom, mind mapping, attribute
listing, scamper force fitting trigger and brainstorming (classical) and for Idea Evaluation,
techniques used are force field analysis (FFA) and sticky stars.

Contents
Introduction: ...............................................................................................................................5
Company Profile: ....................................................................................................................5
Objective Finding:.......................................................................................................................6
SWOT and TOWS ANALYSIS: .............................................................................................6
Fact Finding: ...............................................................................................................................8
Who, What, Where, When, Why and How?.............................................................................8
Problem Finding: ...................................................................................................................... 10
Laddering Technique:............................................................................................................10
Competitor Analysis: ................................................................................................................ 11
Direct Competitor:.............................................................................................................11
Indirect Competitor: .......................................................................................................... 12
Market Segmentation: ........................................................................................................... 13
Demographic: .................................................................................................................... 13
Psychographic: .................................................................................................................. 13
Geographic: ....................................................................................................................... 14
Behavioral: ........................................................................................................................ 14
Idea Generation: ........................................................................................................................ 15
Mind Mapping: ..................................................................................................................... 15
Concept Fan: ......................................................................................................................... 17
Lotus Blossom: ..................................................................................................................... 18
Scamper: ............................................................................................................................... 19
Attribute Listing: ................................................................................................................... 20
Force Fit Trigger: .................................................................................................................. 21
Brainstorming (Classical): ..................................................................................................... 23
Product Description:.................................................................................................................. 23
Design: .............................................................................................................................. 23
Technology: ...................................................................................................................... 23
Idea Evaluation: ........................................................................................................................ 25
Force Field Analysis:.............................................................................................................25
Sticky Stars: .......................................................................................................................... 28

Evaluation and Screening: .........................................................................................................29

References: ............................................................................................................................... 30
Appendix: ................................................................................................................................. 31
Appendix A: Company Profile .............................................................................................. 31
Appendix B: PROFILE: ADIDAS ......................................................................................... 33
Appendix C: Awards & Recognition: .................................................................................... 35
Appendix D: Income Statement: ............................................................................................ 36
Appendix E: Explanation of Sticky Dots: .............................................................................. 38
Appendix F: Color Changing Fabric: ..................................................................................... 40
Appendix G: Concept Fan Explanation:................................................................................. 41
Appendix H: Force Field Analysis Detail: .............................................................................42
Appendix I: Ideas from Brainstorming (Classical) session: .................................................... 43
Appendix J: A Coat of Many Changing Colors…………………………………….…………...44
Appendix K: Questionnaires:………………...…………………………………………………..46

Introduction:
Company Profile:
Nike Inc. was incorporated in 1968 under the laws of the state of Oregon, USA. The company is
famous for its quality work in sportswear including footwear, clothes and accessories.
Nike is the leading manufacturer of sportswear in the world. Nike has revolutionized the sports
market in terms of marketing and technological advancements. Nike Swoosh is one of the most
successful and recognized brand logos in the world of sports. In short, Nike has literally
redefined the terms like marketing, retailing, manufacturing and production.
Refer to Appendix A in order to get more information on Nike.
Figure 1: Nike Logo (Courtesy Nike, 2010)

Objective Finding:
Synopsis: Objective finding involves divergent thinking to generate list of problems one is
facing.
SWOT and TOWS ANALYSIS:

Strengths (S) Weaknesses (W)
1. Nike is a very competitive 1. Non diversified sports range.

global organization. 2. Profit margin is affected by
2. Nike has no factories, thus retailers as Nike‘s own
no investments in retailer market is quite
manufacturing plants. This limited.
keeps them focused on 3. Are known for child labor and
product innovation and R & inhumane working conditions
D. for their workers.
3. The strong history of
successive decisions and
sponsorships really makes it
the number one sports brand
of the world.
Opportunities (O) SO: WO:
1. Introduction of sunglasses and 1. Develop and produce 1. Diversify current sports

jewellery into the market multiproduct line. range and variety.
which associate high profits S1S2O1 W1O1O2
with them. 2. Expand international 2. Increase number of its
2. Development of business business to invade the own retailers.
internationally especially emerging markets. W2O2

among the emerging markets S2S3O2

like China and India. 3. Invasion of different
3. Nike‘s entry into fashion industries like the fashion
which is still not believed by industry.
its owners. S2S3O3
Threats (T) ST: WT:
1. Rise in competitor market and 1. Innovate and evaluate 1. Development of flexible

lack of new models by Nike. ideas and models to boost product line.
The model developed by Phil up their pace among the W1T1
Knight i.e. (high value branded competitors. 2. Undergo joint ventures
product manufactured at a low S2S3T1 with anti child labor
cost) is quite common now 2. Create new policies for organizations to change
among competitors. retail sector to cope up any negative images in the
with the pricing issue. mind of the consumers.
2. No control of product pricing S2T2 W3T1
offered by external retailers to
consumers. That affects the
sales of Nike‘s products.
Table 1: SWOT and TOWS Analysis of Nike

Fact Finding:
Who, What, Where, When, Why and How?
1. Who is the target market?
Athletes, sport lovers and every regular individual who exercises.
2. What are the features that could be added in a normal track suit?
Features like offering more variety and functionality to what is already there in the
market. Precisely, color changing ability combined with massage and healing power. In
other words, introducing a range of diversity in the sports apparel industry.
3. Where the need in improvement does persist?
Following a daily routine for exercising could be boring and dull which can be improved
by using variety in colors of the outfits. Moreover, track suits are one of the most
comfortable outfits existing. The usage could be increased by making them water proof.
Hence serving as a protecting apparel.
4. When will be the possibility of introducing such a suit in the market?
As the research in the particular field is already being done, it would take just a matter of
couple of years to introduce the product in the market.

5. Why modifying a sports apparel?
Modifying sports apparel is just one aspect of this idea. For now, it fits best on the type of
technology used, especially the suit being equipped with technologies like color changing
technology and alteration of thread orientation. In fact, more emphasis is given on the
apparel being casual and protective i.e. multipurpose.
6. How can the right feedback be obtained from the people about the concept?
By contacting the target market especially by putting on forums and questionnaires

regarding the proposed idea. The proposed price tag could also be attained through such
an effort.
Synopsis: Fact Finding is the generation of relevant data to improve the understanding of a
problem by looking at different perspectives.

Problem Finding:
Laddering Technique:
Figure 2: Laddering Technique
By using this technique we move on from clothing industry (general) to sportswear (specific).
As we go down further, we become more specific towards the aim. As seen from the technique
above, we jump onto track suits and eventually to the multi purpose tracksuits. The laddering
technique covers little aspects of its components. Moreover, it is too general.
Synopsis: Problem is the consideration of varieties of problem perspectives which eventually

leads to decision making.

Competitor Analysis:
Direct Competitor:
The rival which tops the list of being the direct competitor of Nike is ‗Adidas‘.
(Refer to Appendix B).
Company Puma Adidas

Name
Product Name Light weight Track Suit ClimaCool Track Suit
Product Photo
1. Light weight 1. Highly ventilated meshed material.

Features 2. Shiny finishing 2. Convertible bottom.
3. Convertible sleeves 3. Offers one year warranty
Target Middle classed children, Middle classed teenagers and adults.

Market teenagers and adults.
Strengths 1. Available around the world 1. Available throughout the world.
2. Reliable 2. Waterproof.
3. Cheap as compared with 3. Available in variety of colors.
competitors
Weaknesses 1. Less variety of colors available 1. Product only available in dull colors.
2. Fabric gets cracked when
folded intensely
Price $60 - $80 $75 - $100
Table 2: Direct Competitor Analysis

Synopsis: Direct competitor is the competitors that directly compete with the organization.
Indirect Competitor:
Company Wal-Mart
Name
Product Name Starter - Big Men's Track Suit
Product Photo
1. Easy to use daily wear.

Features 2. Available in sharp colors
Target Middle and lower classed teenagers and adults.
Market
Strengths 1. Economical.
2. Water proof.
Weaknesses 1. Unattractive outlook.

2. Product availability only in few colors.
3. Only available online in selective parts of the world.
Price $24 - $50
Table 3: Indirect Competitor

Market Segmentation:
Demographic:
The demographics are covered according to the following:
-Age:
The age range covered by the product is between 15 to 60 years.
-Gender:
The Suit would be available for both genders.
-Income:
The users have to be financially strong as the price of this suit would be quite high. Only a
certain amount of people with financial stability would be able to enjoy the vast variety of
features offered by this suit.
Synopsis: Demographics are the characteristics of a population which include aspects like age,
gender, income, race, etc.
Psychographic:
As the suit is one of the latest innovations of technology, the users of this suit are required to be
the ones who don‘t have any technology phobias. This is further supported by the fact that some
people like to keep technology on one side and their daily life sticking to some other traditions.
Moreover, the users must have sporting activities in their lifestyle in order to fully benefit from
the product.
Synopsis: Psychographics are any attributes relating to personality, values, attitudes, interests, or
lifestyles of a population.

Geographic:
Geographically, the smart tech suit would be most successful in all the sports loving countries.
The continents involved in this will be Europe, Australia, America and some parts of Asia and
Africa. To be more specific, the suit is best for areas where it rains quite frequently. In other
words, the product would best serve the residents of areas where there is frequent rain along with
trends of sports like most European countries.
Synopsis: Geographic is the aspect which covers different parts of the earth.
Behavioral:
In terms of brand loyalty, smart tech suit belongs to the most prestigious sports apparel
manufactures of the world. Nike‘s marketing strategies and policies allow a lot of feedback from
the customers. For the ones who are big fans of ‗Nike‘, smart tech suit would be a great break
through in the apparel industry.
Synopsis: Behavior of a system is it‘s response to the environment.
Figure 3: Bubble Diagram showing Target Market

Idea Generation:
Mind Mapping:

Ideas generated
1 Apparels designed according to flag colors of specific countries e.g. red and white theme
for US.
2 Fabric which can heal a wound by providing it with required temperatures and moisture
level.
3 Adding solar cells on fabric so the battery charges up by it self under sunlight.
Evaluation of the Technique:
The ideas seem to be of great help and important as it‘s the extract of the whole technique. Then
whole network and its interconnection is of great consideration that every aspect is linked to each
other directly or indirectly. The technique also has some limitations and negative points. The
look of the mind map can be confusing as its pattern shows. Moreover, this makes it a bit
uncomfortable to be used with as it demands more attention a time then the rest of the available
techniques.
Synopsis: Mind map is a technique which begins with one point and gets divided into several
branches from that particular point as the origin.

Concept Fan:
Figure 5: Concept Fan
Ideas generated
Garments which can become water proof or airy like a regular sports outfit.
Producing garments with custom made designs.

It helped in branching out various factors and possibilities into more detailed outcomes. By
taking the reverse direction once the obvious possibilities were obtained, concept fan helped in
adjusting the whole path to the outcome.
Synopsis: Concept fan provides different interlinked paths and branches between the problems
and their possible solutions.
Lotus Blossom:
Figure 6: Lotus Blossom Technique

Evaluation of Technique:
Lotus blossom has helped in gathering most of the probable data. The concept of putting all the
data in matrix form aided in building up new links between attributes. The best suited ideas for
the sports apparel are encircled.
Synopsis: Lotus blossom consists of the use of analytical capacities and helps to generate a great
number of ideas that will possibly provide the best solution to the problem.
Scamper:
Substitute Standard fabric with advanced fiber like thread which can change its
color.
Combine Apparels with massagers, heaters, music players.
Adapt Changes in thread structure of fiber e.g. offering different modes of

adaptability.
Modify Modify the current designs to come up with some new textures and
lines.
Providing shelter against rain and cold.
Put to another use Apparels designed to heal a wounded part of a human body.
Eliminate N/A
Reverse/rearrange Idea of usage of such apparels other than sports like daily wear.
Table 4: SCAMPER

Ideas generated
1 Garment with changeable outlook in terms of color or style.
2 Create multipurpose apparels which can serve as both daily wear and sport wear.
3 Design apparels consisting of a heater, massager, cooling system, etc
By using SCAMPER, few ideas were generated as seen above. The basic components of the
technique provided different paths to be thought of which resulted in getting these ideas. On the
other hand, the technique is limited to few aspects only.
Synopsis: SCAMPER is a technique which provides different ideas by forcing yourself in a

limited environment.
Attribute Listing:
Feature Attributes (Current) Ideas (New)
Fabric Polyester/ Nylon Microfiber
Colour Black, Blue, Grey Multicoloured
Battery N/A Rechargeable
Design Sports Trendy, Casual
Weight Light Extra Light
Table 5: Attribute Listing
Ideas generated
Fiber material could be advanced like by using microfiber.
Weight of apparel could be decreased which can act as an extra feature.
Adding trendy and casual designs to such suits making them useful for multi purposes.

It‘s a useful technique when it comes to particular features. The technique helps in linking the
problems and features which possible solutions and ideas.
Synopsis: Attribute listing is breaking the problem down into smaller and smaller bits and
seeing what you discover once it‘s done.
Force Fit Trigger:
Speed Success Protection

Attractive Motivation Warm
Wild Sky Funky
Extinct Pleasant Multipurpose
Popular Height Daily wear
Valuable Stepwise Comfortable
Dominating Relaxing Decent
Table 6: Force Fitting Trigger

Keywords and Features based on them

Attractive + Multipurpose Sharp colors with thread used that can change
its structure according to user‘s demand.
Relaxing + comfortable + Speed Airy fabric for maximum air inflow.
Valuable + Success + Motivation Heaters fitted along with thread that can
change its color according to user‘s need.
Decent + Funky + Daily Wear Comfortable light fabric which can be used for
couple of days with out being washed.
Ideas generated
1 Attractive apparels that can be used for multi purposes like convertible apparels.
2 Relaxing and comfortable apparels designed for running (speed) and working out.
3 Apparels equipped with advanced and valuable technology like massagers and heaters
can play key roles towards success and motivation.
4 Decent and funky designs especially made for daily wear.
Evaluation:
The technique proved out to be quite successful as seen from the ideas generated. The mind was
forced to think over the keywords that describe the pictures. The formula of this technique
extracted the above given ideas which further narrow down the quest to come with up with a new
design of a ‗Track suit‘.
Synopsis: Force fitting trigger is the technique which involves forcing yourself to obtain ideas by
using a set of pictures.

Brainstorming (Classical):
The technique was used among the same individuals who were asked to fill in the questionnaire
(Appendix K). The session also included two lecturers which was very beneficial. The list of the
ideas obtained through this session is attached in Appendix I. It should be noted that the ideas on
which the proposed product is solely based are also supported by this session.
Synopsis: It involves a discussion of ideas between 5-8 people. It‘s just a way to gather as many
ideas as possible from each participant without any disturbance in the flow.
Product Description:
The product that I would suggest to Nike is termed as ‗Smart Tech Suit‘. The smart tech suit is
sport apparel equipped with advanced features which would simply make it a mega break
through in the apparel industry. The ideas were shortlisted from Idea 1 and Idea 2 from the
SCAMPER technique; where as the last part of the chosen concept was selected from Idea 1
from Concept map.
Design:
Smart Tech Suit would be modern, trendy and decently designed apparel. Technically speaking,
the suit is especially designed for the ones who love sports and at the same time, like hanging out
in the same kind of casual outfits. Apart from these, the suit is designed to change its outlook
color according to the setting of the user. The suit would be able to switch between ranges of
colors.
Technology:
When it comes to technology, smart tech suit is out of the league. The advanced features that it
would offer are going be mind blowing. Firstly, the thread structure that would be used to make
up the suit would be able to alter its orientation by just pressing few buttons. This idea is actually
taken from the concept of a thread that is planned to be used for the military for camouflage.
(Refer to Appendix F for more details).
The features that that the suit is designed to offer are that the suit could become waterproof when
required. At the same time, it would be able to serve as typical sports apparel with airy and light
fabric material. This would be achieved by the electronically changing the orientation of the
thread structure. Another feature which would really enhance the usage of such technology is the

changing of the color of the outfit itself. The thread used would electronically change its color
pigments resulting in a different color. (Refer to Appendix F and Appendix J for more details).
Specification Description
Prototype
Sizes Children, teenagers and adults

All groups having S, M, L and XL size ranges
Material Polyester, Nylon and Microfiber
Design Trendy, smart and casual
Battery Rechargeable Li-ion
Color Range Black, Grey, Blue, Red, Brown, Yellow, Silver
Price $ 150 - $ 200
Table7: Product Specifications
Figure 7: Remote Control (Courtesy Navitus, 2010)

The figure above shows the type of remote control that would be provided with the Smart Tech
Suit.
Idea Evaluation:
Force Field Analysis:
Multipurpose (+4)
Complicated washing
procedures (-3)
Fabric color can be

Costly (-4) changed (+4)
Occupies less
Low battery life (-3) Smart Tech Suit
space (+3)
Maintenance is costly (-2) Break through in

apparel industry (+3)
Reliable (3)
Figure 8: Force Field Analysis
Net score = Supporting Factors – Restricting Factors
= 17 – 12
=5

Refer to Appendix H to get more information on the Supporting and Restricting factors.
Solution Finding:
There are two ways in which the net score of the force field analysis can be increased. Firstly, the
supporting factors can be increased or made more effective. On the other hand, the restricting
factors could be decreased.
Complicated washing Multipurpose (+4)

procedures (-2)
Fabric color can be

changed (+4)
Costly (-4)
Occupies less
space (+3)
Smart Tech Suit
Low battery life (-1) Break through in
apparel industry (+3)
Maintenance is costly (-1) Reliable (3)
Figure 9: Force Field Analysis
Net score = Supporting Factors – Restricting Factors
= 17 – 8
=9

The technique was successfully implemented and the results are also fruitful. The technique can
be evaluated by considering the two components that it consists i.e. the supporting and restricting
factors. All the possible aspects are listed down with their value. More emphasis was carried out
in improving the restricting factors of the suit which resulted in significant change in the net
score after modification.
Synopsis: It‘s the evaluation of an idea by assigning points to its positive and negative aspects
and then calculating the net score.

Sticky Stars:
Figure 10: Sticky Stars

It can now be deduced from the above table that Smart Tech Suit would be a great success if
produced. The results are significantly much better than its competitors in terms of design,
technology used, reliability and features offered by the suit. It‘s not only the comparison of one
attribute but a whole possible collection of several terms which are vital to be projected to obtain
a view of the proposed idea.
Synopsis: It‘s a technique used to evaluate each aspect of a design by assigning them with
different weightings (stars). It‘s also a comparison between other competitors.
Evaluation and Screening:

It can now be concluded that the concept design of the Smart Tech Suit would be a great success
according to the target market stated. On the other hand, the feedback collected from the students
and lecturers which fitted into the target market. The feedback also favors the success of the
Smart Tech Suit. (Refer to Appendix K for the Questionnaires).
The suggestions on improvements that I got from the respondents of the questionnaires were
mainly concerning the price of the product. The proposed price might hinder the progress of the
suit. Another concern was shown on the washing and maintenance of the suit. That needs to be
improved as well. Moreover, a very good suggestion was to use a watch/band instead of the
remote control.
For the future reference of the suit, the suit could also be equipped with some more features.
Those features could include the addition of a massager, healer or a heater in the suit. So the next
model of the suit could be much more advanced.
Lastly, even the evaluation techniques used favor the success of the suit. In conclusion, the
proposed opportunity can be a great incentive for Nike to prove once again, that they are world‘s
no.1 sports apparel industry.

References:
Infinite Innovation Ltd, 1997-2006, How to use SCAMPER technique. [ONLINE] Available
from: http://www.brainstorming.co.uk/tutorials/scampertutorial.html. [Accessed 10/08/10].
Jones, Caroline (2007/8). PROFILE: ADIDAS. [ONLINE] Available:

http://www.innovationleaders.net/as_company_profile.html. [Accessed 13/08/10].
Marina Hyde. 2008. The Sport Blog. [ONLINE] Available

at:http://www.guardian.co.uk/sport/2008/aug/22/olympics2008.olympicsathletics. [Accessed 02
September 10].
Nikebiz. 2010. Company Overview. [ONLINE] Available

at:http://www.nikebiz.com/company_overview/facts.html. [Accessed 07 September 10]
sony, (2010), Sony Navitus remote control [ONLINE]. Available

at:http://www.smarthome.com/8047/Sony-Navitus-Remote-Control-RM-
NX7000/p.aspx [Accessed 01 September 10].
The Financial. 2010. Nike's Quarterly Profit Jumps 53%. [PDF] Available
at:http://www.finchannel.com/Main_News/Business/65859_Nike's_Quarterly_Profit_Jumps_53
%25%E2%80%8E_/. [Accessed 01 September 10].
Value Based Management.net. 2009. Force Field Analysis. [ONLINE] Available

at:http://www.valuebasedmanagement.net/methods_lewin_force_field_analysis.html. [Accessed
01 September 10].

Appendix:
Appendix A: Company Profile
When Nike co-founder Bill Bowerman made this observation many years ago, he was defining
how he viewed the endless possibilities for human potential in sports. He set the tone and
direction for a young company created in 1972, called Nike, and today those same words inspire
a new generation of Nike employees.
Our goal is to carry on his legacy of innovative thinking, whether to develop products that help
athletes of every level of ability reach their potential, or to create business opportunities that set
Nike apart from the competition and provide value for our shareholders.
It started with a handshake between two visionary Oregonians - Bowerman and his University of
Oregon runner Phil Knight. They and the people they hired evolved and grew the company that
became Nike from a US-based footwear distributor to a global marketer of athletic footwear,
apparel and equipment that is unrivaled in the world.
Along the way, Nike has established a strong Brand Portfolio with several wholly-owned
subsidiaries including Cole Haan, Converse Inc., Hurley International LLC, NIKE Golf, and
Umbro Ltd.
Our world headquarters is located near Beaverton, Oregon, a suburb of Portland. So while the
Pacific Northwest is the birthplace to Nike, today we operate in more than 160 countries around
the globe. Through our suppliers, shippers, retailers and other service providers, we directly or
indirectly employ nearly one million people.
That includes more than 30,000 Nike employees across six continents, each of whom makes their
own contribution to fulfill our mission statement: to bring inspiration and innovation to every
athlete* in the world.

Nike Facts:
FOUNDING
Back before the Swoosh logo and long before the days we were called Nike, there was Blue
Ribbon Sports (BRS). It was the company Phil Knight, our founder, and legendary track coach
Bill Bowerman created in 1964 to provide athletes with better shoes. Their first year sales totaled
around $8,000. It wasn‘t until 1971 that BRS introduced the concept of the Greek winged
Goddess of victory—Nike— followed by the launch in 1972 of the company we know today as
Nike. In December 1980 we went public. And the rest is history.
EMPLOYEES
Nike employs more than 33,000 people globally. Our Nike World Headquarters located in
Beaverton, Oregon is home to more than 7,000 employees.
REVENUE
For the fiscal year ending May 31, 2009, we reported record revenues of $19.2 billion, a 3
percent increase over last year‘s earnings.
NIKE WORLD CAMPUS

The original Nike World Headquarters officially opened its doors in June 1990. By 2001, the
original campus had doubled in size with the addition of six more buildings.
The Nike campus today consists of 17 main buildings whose names pay tribute to some of our
most legendary athletes: John McEnroe, Joan Benoit Samuelson Center, Michael Jordan, Bo
Jackson (gym), Mike Schmidt, Nolan Ryan, Lance Armstrong (gym), Mia Hamm, Ken Griffey,
Jr., Pete Sampras, Jerry Rice, Tiger Woods Center, The Joe Paterno and C. Vivian Stringer Child
Development Centers, Dan Fouts, Alberto Salazar, and Steve Prefontaine Hall. The six-acre lake
that rests at the heart of the Nike World Campus is seven feet deep at its deepest point. Home to
migratory ducks and geese, this serene lake has been known to surprise a few employees not
watching where they‘re going.

At 450,000 square feet, the Mia Hamm building is the largest on campus. Coming in at a not-so-
close second is the Nolan Ryan Building on the original campus (completed in December 1992)
at 225,000 square feet. All together, the buildings on campus total slightly more than 2 million
square feet or just about 35 football fields.
The main entry to Nike World Campus is at One Bowerman Drive, honoring legendary
University of Oregon, Olympic Track and Field coach and Nike co-founder Bill Bowerman.
In addition to our 193-acre campus near Beaverton, we operate across the world in a variety of
facilities. Our first Niketown store opened in 1990 in downtown Portland. This first store set the
standard for interactive consumer environments. Averaging more than 30,000 square feet of
selling space, Niketowns attract millions of consumers every year around the globe. Nike also
has Nike Stores, NikeFactory Stores and NikeWomen stores in the US and around the world.
Nike IHM, Inc., is based near the World Campus and produces Nike AIR-SOLE cushioning
components used in Nike footwear products. It also sells small amounts of various plastic
products to other manufacturers.
(Taken from NikeBiz, 2010-Company Overview)
Appendix B: PROFILE: ADIDAS

Adidas is on the move and always has been: It has had an adventurous history since it first grew
out of a family business in Herzogenaurach, Germany in the 1920s. With the hostile separation
of two brothers‘ interests in the 1940s, nearly going bust in the 1980s and then executing two
rescue operations, first by sending production offshore to Asia and then by reinventing itself into
a design and marketing company, Adidas has riden the waves of change in the sports goods
sector both up and down. Alongside its own brands, it owned the Saloman ski and sportswear
brand for nearly a decade and now includes the Reebok, Taylormade Golf and Rockport brands
in its stable.

Things are now definitely on track and, if the current marketing slogan, ―Impossible is Nothing",
is anything to go by, the company is brimming with confidence. This is not surprising when you
consider that Adidas now consistently out-performs the rest of the sector and has enjoyed eight
years of consecutive double digit net income growth. It is now the world's number two sports
apparel manufacturer with total sales for 2007 of €10.3bn and profit growth of 9%.
Walk along any high street and it is clear that wearing sports clothing is definitely a fashion
statement, and possibly an indication of athletic prowess. Adidas recognised this trend early on
and has developed high-performance sports lines in collaboration with the likes of Stella
McCartney, Yohji Yamamoto, Porsche Design and Rolland Berry. That said, the company does
not sacrifice its commitment to improving sporting performance and aims to launch at least one
major new technology or technological evolution per year. Even more than its peers, Adidas has
put performance at the heart of its product portfolio and invests specifically to support this. R&D
projects involve collaborations with professional and amateur athletes including Zinedine
Zidane, Michael Ballack and Allyson Felix. In addition, Adidas works with clubs such as AC
Milan and Bayern Munich to test and optimise products. Over recent years this has led to
development of technologies such as ForMotion, which supports the core adistar and Supernova
families, as well as the next generation of the Response and BOUNCE running shoes.
Alongside providing performance products, Adidas recognizes that consumers make purchase
decisions based not only on brand but also on availability, convenience and breadth of product
offering. As a result the company has been refining its distribution proposition, concentrating on
expanding its own outlets or ‗controlled‘ space and improving retail relationships. There are now
over 1000 Adidas stores around the world and, in the run up to the Beijing Olympics the
company opened an average of two stores a month in China. By 2010, the aim is to generate at
least 30% of the group‘s revenues through controlled space.
To keep its brand in the public focus Adidas has also sponsored sportsmen and women for many
years. In 2008, 295 footballers, 64 rugby players, 71 tennis players, 24 basketball players and 8
golfers all benefited from its three stripe logo. One of the first prominent endorsers of Adidas

equipment was American running legend Jesse Owens, the gold medalist at the 1936 Summer
Olympics. As well as sponsoring the Beijing Olympics Adidas is also supporting the 2012
Olympic Games in London in a deal worth around $200 million: in this sector such brand
awareness is critical. Going forward, Adidas is also embracing a number of niche sports and
lifestyle activities fuelled by the current trends in individualism, health and wellbeing with, for
example, a new woman's Yoga range. As it aims to take over world number 1 position in the
sector from Nike, Adidas will be innovating incessantly both within existing sports and outside
the core.
(Taken from Innovation Leaders, 2010-Adidas Group)
Appendix C: Awards & Recognition:

Awards and Recognitions
Nike Named as One of the 100 Best Corporate Citizens
for 2010
Nike Tops Climate Counts List in Corporate

Commitment to Climate – Nike tops the list of Climate
Counts' third annual corporate climate scores.
Nike Named in Top 10 of Newsweek's 2009 Green

Rankings
The Ethisphere Institute named Nike as one of the

World‘s Most Ethical Companies for 2010.
Nike Received Top Score in Design Innovation from

Ceres
Best Workplaces for Commuters– 2004, 2005, 2006

Recognized for commuter benefits program and its
significance on reducing traffic and air pollution.

(Taken from NikeBiz, 2010-Awards & Recognition)
Appendix D: Income Statement:
(Taken from Nikebiz, 2010-Financial Performance)

(Taken from Bloomberg, 2010-Apparel market shares)

(Taken from Bloomberg, 2010-Apparel market shares)
Appendix E: Explanation of Sticky Dots:
Design:
Design of the suit is one of the most important parameter. The whole outlook depends on the
design of the suit. It mostly includes the style, appearance, variety of colors, etc. The allocation
of the value (stars) depends how well each aspect in design is covered according to the target
market. The Smart Tech Suit scores the highest in this section as the design ideas proposed for it
are truly according to the proposed target market. This feature would be further enhanced by the
feedback of the consumers (Idea proposed in Concept fan).

Features:
It is termed as the maximum that could be extracted out of a ‗Track Suit‘ by equipping it with
various features that can maximize the performance and ability of the suit. Addition of the heater
to the Smart Tech Suit is such an example. In this section, Smart tech suit scored the maximum
points as it offers a wide variety of functions. It is surely the best when compared with its
competitors regarding features.
Technology:
It is the blend of modern science and research implied in a piece of cloth. In this section, none of
all the four competitors could score 100 percent. Smart Tech Suit scored the maximum but not
100 percent as there is still a lot of room to make it more advanced and technological. At this
point of time, the features offered by tech smart suit would still be a great success.
Maintenance:
As more technology and features are blended together, more complications could arise in terms
of maintenance and practicality. Other than the smart tech suit, most of the remaining suits are
easy to maintain as they are not equipped with a lot of features. This makes the smart tech suit
distinctive and a little hard to maintain.
Reliability:
When it comes to reliability, the quality of the product matters the most. The best quality is the
most reliable. Regarding the reliability, most of the competitors scored well in the sticky dots
technique. That is supported by the fact that the brands which are behind those products are
greatly concerned about the quality of their products. Smart tech suit would also be included in
such reliable products as Nike is a state symbol of quality and reliability of their products.
Price:
The price is an important factor in classifying the target market. Unfortunately, this attribute does
not compete very well for smart tech suit as compared with its competitors. The price of the
smart tech suit is set according to the features that the suit would have to offer. If the price is
taken according to the function offered by the suit, it could easily be justified.

Appendix F: Color Changing Fabric:
Color-changing fabric” is one of my personal favorites in the domain of Wearable Electronics.

Being able to change the color of my clothing as simple as to flip a switch or have it changed
‗automatically‘ triggered by let‘s say ambient light changes or temperature or – sometimes – by
my well feeling, gives endless opportunities and possibilities for fashion designers.
According to Dr. Greg Sotzing from the University Connecticut, this comes one step closer to
reality: Dr. Sotzing has created enhanced ―electro chromic‖ polymers — a flexible material that
changes color when an electrical charge is applied to it.
Electro chromic polymers have been around for a while, but they were too small and fragile to be
practical, but Sotzing has found a way to make them long and flexible enough to be woven into
cloth.
The trick for making the fibers useful for color-changing fabrics, according to Williams, is to
control the fibers on the scale of a single pixel.
Threads with different charges could be woven together with thin metal wires designed to deliver
various voltages, with the intersection between a thread and a wire serving as a pixel.
Changing the voltage with an embedded battery would result in different colors.
This potentially goes beyond simply making your outfit that perfect shade of green; a jacket or
shirt made from the polymers could actually serve as a TV screen for watching shows or serving
up advertisements.
Ah – better take the TV back to be more realistic but nevertheless, changing the color partially
on the complete clothing to adjust to different occasions would be of great benefit; no need to go
home and change the dress / jacket.
(Taken from crunchwear, 2010-Color Changing Fabric)

Appendix G: Concept Fan Explanation:
The concept fan above provides us with several new ideas and connections that can be made
between them. A few of them are discussed below:
 Market Research:
Market research is one of the most important features as it directly links the
manufacturers with the target consumers. The feedback of the consumers could prove
very beneficial in increasing the sales and productivity of the suit. E.g. the consumers can
be acquired about the fabric which they find out to be most comfortable especially in
sports etc.
 Implementation of Technological Concepts:
This is a process where science and technology comes into play practically. Just like the
new tire coming in contact with the road for the first time. The feasible concepts can be
merged with the clothing industry for advancements in the desired field. E.g. a garment
can heal a wound by covering the wound and providing it with the optimum temperature
and moisture.
 Affordable Price Range:
No matter what anyone says, money is one of the ultimate powers in this world.
Considering this fact, the price of the product matters a lot. The affordable and efficient
the price is, it results in greater number of sales.

Appendix H: Force Field Analysis Detail:
Restricting Factors:
Complicated Washing Washing procedures might include some complications as a special

procedures program of washing to be offered by washing machines equipped with
that feature. This feature could be suppressed as the product would be
able to function without being washed for several days as it is
especially designed for daily wear.
Costly The price tag for this product is according to the number of useful
features that it would offer. As a result, it is considered high as
compared with the competitor products available.
Low Battery Life Battery would be only consumed more according to the usage of the
heating function. This could be improved using the heating function
sensibly.
Supporting Factors:
Multi Purpose The suit offers multi functions i.e. can serve as a water proof material
or a typical sports outfit.
Fabric color can be Special type of thread is used which makes the suit able to change
changed colors according to the requirements of the user.
Occupies less space This feature is prominent when the suit is not in use. As compared
with the number of features quipped in the suit, the suit would occupy
less space when folded.
Break through in As this suit would be a bench mark in most advanced garments
Apparel Industry available in the market, due to the modern features offered by it.
Reliable This is feature is common in most products by Nike, but in the case of
Smart Tech Suit, special consideration would be given to the
reliability of the product because of high cost of the suit.

Appendix I: Ideas from Brainstorming (Classical) session:
How to Improve Track Suits

 introduction of variety of colors for same design
 adding massagers to suit
 electronic outfits which can change style like jeans can convert into jacket
 introducing cheap disposable suits for more variety
 using heaters and cooling systems in such suits
 combining track suits with night suits
 making track suits super light and flexible
 using a fabric which can convert the body heat into electrical energy
 usage of solar cells to replace regular batteries
 making the suit able to heal a wound
 introduction of color changing technology in suits
 making the suit available all over the world
 usage of self cleaning technologies in track suits
 suits fitted with built in mp3 players and motion sensors
 multipurpose suits like converting water proof to airy for sport purposes
 enhancing usage of track suits by offering custom made designs
 glowing suits to be used at night
 suits fitted with cameras on different sides
 pocket sized suits which can be inflated to normal size when to be used
 suits having automatic sweat absorption capability

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BM006-3-2 CRI Individual Assignment TP018382

Name of Product: Smart Tech Suit

Student Name: Bilal Ahmed Khan

Student No: TP018382

Module Name: Creativity and Innovation

Lecturer: Hemalatha A/P Ramalingam

Submission: 27th September 2010

Word Count: 2195

Level 2 Asia Pacific University College of Technology and Innovation Page 1

Level 2 Asia Pacific University College of Technology and Innovation Page 2

Level 2 Asia Pacific University College of Technology and Innovation Page 3

Evaluation and Screening: .........................................................................................................29

Level 2 Asia Pacific University College of Technology and Innovation Page 4

Refer to Appendix A in order to get more information on Nike.

Figure 1: Nike Logo (Courtesy Nike, 2010)

Level 2 Asia Pacific University College of Technology and Innovation Page 5

SWOT and TOWS ANALYSIS:

1. Nike is a very competitive 1. Non diversified sports range.

Opportunities (O) SO: WO:

1. Introduction of sunglasses and 1. Develop and produce 1. Diversify current sports

Level 2 Asia Pacific University College of Technology and Innovation Page 6

among the emerging markets S2S3O2

Threats (T) ST: WT:

1. Rise in competitor market and 1. Innovate and evaluate 1. Development of flexible

Table 1: SWOT and TOWS Analysis of Nike

Level 2 Asia Pacific University College of Technology and Innovation Page 7

Who, What, Where, When, Why and How?

1. Who is the target market?

Athletes, sport lovers and every regular individual who exercises.

3. Where the need in improvement does persist?

4. When will be the possibility of introducing such a suit in the market?

Level 2 Asia Pacific University College of Technology and Innovation Page 8

5. Why modifying a sports apparel?

By contacting the target market especially by putting on forums and questionnaires

Level 2 Asia Pacific University College of Technology and Innovation Page 9

Figure 2: Laddering Technique

Synopsis: Problem is the consideration of varieties of problem perspectives which eventually

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(Refer to Appendix B).

Company Puma Adidas

1. Light weight 1. Highly ventilated meshed material.

Target Middle classed children, Middle classed teenagers and adults.

Price $60 - $80 $75 - $100

Table 2: Direct Competitor Analysis

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1. Easy to use daily wear.

Weaknesses 1. Unattractive outlook.

Table 3: Indirect Competitor

Level 2 Asia Pacific University College of Technology and Innovation Page 12

The age range covered by the product is between 15 to 60 years.

The Suit would be available for both genders.

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Synopsis: Behavior of a system is it‘s response to the environment.

Figure 3: Bubble Diagram showing Target Market

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Evaluation of the Technique:

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Figure 5: Concept Fan

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Evaluation of the Technique:

Figure 6: Lotus Blossom Technique

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