Dialogue Nike Design Vice President Martin Lotti

Martin Lotti talked to reporters.

Thinking behind the design of the two competition.

Reporter: you mentioned just now that your favorite works are Mercurial football shoes made of Flyknit technology. How long does it take to make such a design?

In general, 18 months.

This is a more regular time.

But if we had invented the loom project before, because we had never tried such a production process before Flyknit, this time would take several years.

Sometimes, in order to find inspiration, the team will travel together to the countries we want to service to find their special things.

Big ideas really take a lot of time, but we are willing to give time to do it well.

Reporter: you mentioned risks in your speech. Some people say that when the 2014 World Cup was over, many of the star players sponsored by Nike left the stadium early. What's the impact on brand marketing?

Martin Lotti: for athletes, risk can be calculated.

For us, it is a bit difficult to predict, but this is the beauty of the world cup.

At that moment, winning may not be so important because we know that brands need to be built step by step.

We still have a 50% chance to stay longer in front of consumers. All athletes will wear our clothes to fight.

Besides, we also have advertising videos that people will watch repeatedly.

In fact, after the world cup, Nike market share increased a lot, about 20%.

Nike believes that the power of trying is not to succeed.

Reporter: Nike.

Martin Lotti:, Olympic Games and soccer are really sports programs that many people will watch. For example, when Liu Xiang ran in Nike shoes, could you think of the mood of Chinese consumers? The slogan was "ordinary but also able to fly".

This is what Nike wants to convey.

These two events bring great pressure, but we don't want to just sell shoes. For design, this is a good opportunity for us to crave more things and set higher goals.

And only in such a large audience can our good ideas be truly noticed by more and more people.

Reporter: for a sports shoes or sportswear, consumers may not only pay attention to its function, but also pay attention to the attributes of fashion. How can Nike balance the relationship between fashion and occupation?

Martin Lotti: fashion is very important for women's market. Men's sense of fashion is different, but they also want to look cool.

We will combine the two very well. If something looks too bad, people will not want to buy it.

For example, we have a series of tennis shoes and clothes series of Maria series, which are very popular with female consumers.

But functionality is also very important. In fact, it has to be placed in front of the "good-looking", because Nike wants to do the products worn by professional athletes.

Reporter: in these two events, are all the new designs launched by professional athletes facing the mass market so that every consumer can buy them? If there is a mass market at the same time, is there any adjustment in the pricing and design of Nike?

Martin Lotti: the same products can be bought by consumers.

That sounds great, right? But professional shoes will be very expensive. You can buy the same pair as Neymar, if you really like it.

In fact, we offer a lot of price choices. According to the price range, the design will be adjusted and consumers can choose freely.

Reporter: have you found that Chinese consumers are different from those in the past? What is Nike doing in response to these changes?

Martin Lotti: very different. Now more Chinese people love sports. This is the biggest change we have found.

People's lifestyle is changing. They also pay more attention to health and health, and their tastes are also increasing.

This puts forward higher requirements for Nike, whether in design or marketing activities.

The Chinese market must be valued by Nike. We should consider carefully in terms of consumers, pricing, style and so on. Of course, there are sizes.

Reporter: you know that China now attaches great importance to the development of football. As a designer in the field of football, does this mean that there will be great potential for football products in China?

Martin Lotti: we have learned about China's new policy on football.

Nike will also have new projects in China, similar to projects in Italy and other places.

China's football market will develop very fast. For us, it has great potential.

But all this is still in the early stage, and we are still waiting for opportunities.