Nike's Howe: Define Women's Product Needs

As 90,000-plus fans crammed into the Rose Bowl in Pasadena, Calif., to watch the Women's World Cup championship game, members of the sporting goods industry smiled.

And there, as a nation watched, USA player Brandi Chastain's game winning shoot-out goal ? and all of the Nike-endorsed product she adorned ? reinforced what many of us already had suspected: Women's sports, the long-time emerging product category, may have finally arrived.

With Chastain and teammate Mia Hamm leading the way, the women's sports movement is in high gear. And companies such as Nike Inc., Beaverton, Ore., are helping to lead the charge. But in its attempts to market this trend, Nike is sensitive to the fact that more product alone is not the answer, says CJ Howe, global women's brand director.

For starters, Nike is focusing its efforts on providing a better fit, more comfort and better performance. To get a beat on the growing women's market, SPORTS TREND discussed the movement with Howe.



SPORTS TREND: What can manufacturers and retailers do to continue to take advantage of the excitement surrounding women's sports?

Howe: It's all about women finding great products that work for them and seeing themselves imaged in this sport culture. Manufacturers and retailers must produce, buy and present better, more complete product offerings that work for women.

They also must deliberately image more women in their marketing efforts. Women are participating at record-breaking level; so let's see it.



SPORTS TREND: Should the sporting goods industry as a whole invest more money on promoting the women's side of the market?

Howe: With women's participation growing, it only makes sense to increase support. This isn't a temporary trend. Sports and fitness are becoming more a part of a woman's life. We're seeing more participation integrated into their lives long after high school competition ends.



SPORTS TREND: Other than the U.S. Women's World Cup victory and the WNBA, what else is propelling the women's market?

Howe: The WNBA and Women's World Cup are great examples of what's happening today. But we cannot forget the excitement in women's tennis, or the fact that the fastest growing group of runners participating in road races is women.

Also, the Summer Olympic Games in Sydney [Australia] will be driven by stories of incredible female athletes. It's really not difficult to find excitement in women's sports.



SPORTS TREND: Can manufacturers help retailers do anything more on the retail front to promote women's sporting goods products? Can full-line retailers do more to make the shopping environment more conducive to women?

Howe: Improving the shopping experience will help us [the sporting goods industry as a whole] to capture the energy surrounding women in sports. Women enjoy shopping where they find great selection and great service. Let's bring some attention to the space dedicated to the women's side of the business.

Once again, imaging and an inviting environment will help. And ensuring that sales associates understand the features and benefits of products built for women also will help. Ultimately, it comes down selection.



SPORTS TREND: Do women have enough choices with products such as apparel, footwear, equipment, etc.? Can more be done?

Howe: It's not about just producing more product to make more product. Manufacturers must understand the needs of the female athlete. Providing better fit, more comfort, and ultimately better performance, is what she's looking for. This probably leads us to the need for more product ... more of the "right" product.