ACADEMY - CLUB PLAYERS Novo Hamburgo - Brazil

FOCUS GROUP WITH MORE THAN 40 ATHLETES AND INSIGHTS RECEIVED DURING THE YEAR WAS THE BASE FOR THIS RESEARCH.

Who are they?

F.O.T PLAYERS BETWEEN 13-17 YEARS OLD , USED TO PLAY WITH CORE AND ENTRY BOOTS

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

THESE PLAYERS DEPEND ON THEIR PARENTS MONEY AND THEY ARE STILL DEVELOPING THEIR PERSONALITY

THEY ARE NOT LOYAL TO ONE EXCLUSIVE BRAND OR SILO, THEIR BOOT CHOICES ARE BASED ON PRICE/DESIGN/COMFORT

VERY INFLUENCED BY STATEMENT BOOTS AND PROFESSIONAL PLAYERS

Most popular players

THEY ARE ALSO INFLUENCED BY OTHER SPORTS/BRANDS

OAKLEY - HURLEY -NIKE SB - ADI - QUIKSILVER

WHAT THEY ARE LISTEN TO

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

where they buy their boots?

  • 80% OF THE INTERVIEWED PLAYERS BUY THEIR BOOTS AT PHYSICAL STORE
  • 20% ONLINE

AVERAGE BOOT PURCHASE

VARIABLE FROM 3 TO 6 MONTHS

WHAT MAKE THEM BUY A BOOT?

  1. PRICE
  2. AESTHETIC
  3. LIGHTWEIGHT
  4. BOTTOM FLEXIBILITY
  5. UPPER COMFORT AND SOFTNESS
  6. DURABILITY

how can we make core boots better?

Colorful plates - Lightweight - Signature boots
  • LIGHTER BOOTS
  • SOFTNESS AND DURABILITY ON THE UPPER AT THE SAME TIME
  • BOTTOM FLEXIBILITY
  • VISIBLE TECHNOLOGIES/INNOVATION
  • SIGNATURE BOOTS - PARTNERSHIP WITH ATHLETES ( EXEMPLE: HV X JORDAN - TIEMPO/ PIRLO )
  • LACELESS
"Usually when the upper material is softer, it's not durable, would be amazing to have both"
"I usually go with the lighter boot at the store, independent of the brand"

great NIKE accomplishments on core

CORE PLAYERS ARE SEEING WITH REALLY GOOD EYES THIS INNOVATIONS

DYNAMIC COLLAR ON CORE BOOTS
MULTI GROUND 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

core and entry boots are the top 15 best seller nike boots AROUND THE world

Credits:

Nike, Fernanda

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