ACADEMY - CLUB PLAYERS Novo Hamburgo - Brazil

CORE ATHLETES - F.O.T. - FOCUS GROUP - 40+ PLAYERS - BRAZIL.

Who are they?

CORE F.O.T PLAYERS BETWEEN 13-17 YEARS OLD

FACEBOOK PICTURES

OUTSIDE FOOTBALL THEY LIKE SOCIAL MEDIA, PLAYSTATION, WATCH FOOTBALL GAMES ON TV (PREMIER LEAGUE), REGIONAL AND NATIONAL CHAMPIONSHIP, HANG OUT WITH THEIR FRIENDS

WHAT THEY ARE LISTEN TO

  • FUNK ( MC KEVINHO, MC BIN LADEN, MC G15)
  • RAP (RACIONAIS - PROJOTA)

IDEAL PRICE POINT

PRICE BETWEEN R$179 -300 REAIS ( $50-90)

WHERE THEY BUY THEIR BOOTS?

80% OF THE INTERVIEWED PLAYERS BUY THEIR BOOTS AT PHYSICAL STORES

LOCAL SPECIALTY STORES

20% ONLINE

AVERAGE BOOT PURCHASE

VARIABLE FROM 3 TO 6 MONTHS

DESIGN

THEY WANT WHAT THEY HAVE

CLASS - DARING - ABILITY - GENIUS - LEADERSHIP > STAR <

INFLUENCED BY OTHER SPORTS/BRANDS

FAVORITE BRANDS : OAKLEY - HURLEY -NIKE SB - ADI - QUIKSILVER

FIT

THE MOST COMMON CHOICE OF THESE PLAYERS IS MERCURIAL, BUT IS VERY USUAL LISTEN THAT THEY COULDN'T BUY IT DUE FIT ISSUES

"Boys from 13-17 go straight into Mercurial and HV. The most common reason why they do not buy is fit . If they have a wider and high foot they can't even try the boots on. Then they go to Adi or other brands" Retail Info

the main reason to buy a new boot: DURABILITY

MATERIAL FAILURE / UPPER PLATE DELAMINATION ARE THE MAIN REASONS

"I go to the store to buy a new boot only when mine is not playable anymore" Caio

" If I really want a new boot usually I need to make several promises to my parents like: I'll clean my room, I don't need a Christmas present. Not easy to get"

AT THE STORE WHAT THEY ARE LOOKING FOR ?

  1. AESTHETIC : BOLD - BRAND VISIBILITY - COLORFUL/TRANSPARENT PLATE - UNIQUE
  2. LIGHTWEIGHT
  3. BOTTOM FLEXIBILITY : MORE NATURAL MOVEMENT
  4. UPPER COMFORT AND SOFTNESS
  5. DURABILITY: BOOTS MUST LAST 6 MONTHS

" When I buy a new boot I want everybody to notice, I want to stand out, show that is new"

"Usually I go to the store with something in mind (silo and brand) but if I don't find it, which is very common, I will choose another one that is pretty and fits well"

how can we make core boots better?

Colorful plates - Lightweight - Signature boots
  • LIGHTER BOOTS - Ex. Puma Evospeed
  • SOFTNESS AND DURABILITY ON THE UPPER AT THE SAME TIME
  • NATURAL MOTION UNDER THE FOOT
  • VISIBLE TECHNOLOGIES/INNOVATION
  • SIGNATURE BOOTS - PARTNERSHIP WITH ATHLETES ( EXEMPLE: HV X JORDAN - TIEMPO/ PIRLO )
  • LACELESS

"I notice that when the upper material is softer, it's not durable, would be amazing to have both"

"Most of the time I go with the lighter boot , independent of the brand"

great NIKE accomplishments on core

CORE PLAYERS ARE SEEING WITH REALLY GOOD EYES THESE INNOVATIONS

DYNAMIC COLLAR ON CORE BOOTS

"Now Nike is also thinking on us! Visible Innovation on CORE! I can be faster, have more comfort, play better without paying more for it" Lucas Beza

MULTI GROUND PLATE
BETTER UPPER MATERIALS + INNOVATIVE PLATE

“I love that Nike brought some innovation for Core boots, besides the cuff , now this new plate” Gabriel K - U16 Novo Hamburgo - When tested MG plate

Competitors

ACCORDING TO THE PLAYERS THE REASON TO BUY BOOTS OF OTHER BRANDS ARE:

  • ADI: LIGHTWEIGHT/UPPER SOFTNESS AND ADAPTABILITY
  • PUMA: LIGHTWEIGHT
  • MIZUNO: UPPER COMFORT/GOOD PRICE

"Nike always wins on design, Nike boots are prettier than other brands, but when I look for comfort and lightweight I go with Adi" Novo H. Player

Credits:

Nike, Fernanda

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