MARKETING TO WOMEN

I just installed the Nike trainer app on my iPhone. It’s interesting to see that the app is especially made for women. You can check the app on their website (if it ever loads). The program shows several exercises (unfortunately limited to fitness studio / aerobics like workouts, but I suppose that’s the biggest sport among women) and a sports calendar, as well as a possibility to invite buddies and compete with others. To me it’s no surprise that Nike especially targets women with this ad, as they know by now that women are a very interesting target group. According to this study, only the US market for women’s athletic apparel was worth $23 billion in 2000. I haven’t heard later research, but I don’t doubt the figures will be higher now.