12 nike athletic brand implications in order to

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1.2 Nike Athletic Brand Implications In order to design our research properly, we created a hypothetical situation in which our team was approached by Nike to determine if relocating their retail store on Coburg Rd to the University of Oregon campus would increase profits. It is important to measure if UO students are more brand loyal towards Nike due to it being our athletic brand sponsor and if they prefer to purchase from the Nike Retail Store opposed to other options. If our research shows that students are not necessarily more inclined to purchases Nike regardless of University sponsorship or prefer other brands, we would inform Nike immediately of our findings and let them make the final decision. If, however, our research shows that UO students are more brand loyal towards Nike while also preferring
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to purchase from a retail store, we would then forward the information to Nike and allow them to make the final decision. Questions that would be important to Nike are: Does Nike being the primary athletic sponsor of Oregon create brand loyalty amongst the students who attend the school? Is this brand loyalty sustainable over the 4 or more years that students attend the University? Where do students prefer to purchase their athletic apparel? What factors contribute to preference in athletic apparel?
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