Concept Deep Dive
Nike Windrunner Storm-FIT
Packable wind jacket with orange Storm-FIT seal — moves with the run.
ApparelWomenEvergreen85% confidenceHigh readiness
MSRP
$160
Band $140–$200
COGS
$52
Margin 68%
Yr1 demand
263k
units, 6 seasons
Recycled
80%
−36% CO₂
Target Persona
Maya, urban runner
Age 26 · $72k income
Runs 3x/week, commutes by bike, follows run-club culture on TikTok.
"I want one shoe that survives my commute and my Saturday long run."
Demand Forecast
units (000s) by season
Competitive Landscape
| Brand | Product | MSRP | Gap we exploit |
|---|---|---|---|
| Adidas | Ultraboost Light | $190 | Heavier, less breathable |
| On | Cloudsurfer | $160 | Less durable outsole |
| Hoka | Clifton 10 | $145 | Less style versatility |
| New Balance | FuelCell Rebel | $140 | Narrower fit profile |
Bill of Materials · Supply Path
| Component | Material | Cost | Sourcing |
|---|---|---|---|
| Upper | Recycled engineered mesh | $14 | VN · 2 suppliers |
| Midsole | Responsive EVA foam | $18 | ID · 1 supplier |
| Outsole | High-abrasion rubber | $9 | VN · 3 suppliers |
| Laces & trims | Recycled polyester | $7 | CN · 4 suppliers |
| Total COGS | $48 | vs target $52 | |