By using focused primary and secondary research, I had to understand and apply the brand's aesthetics, ethos, consumer behaviours, and new market needs to create the product. Smartphones have enabled many new opportunities while also creating new issues such as social media-based anxiety meaning that simpler phones are back on the rise. Nike's target market is a wide range of age groups so I incorporated their recognisable style so it would still appeal to these consumers as well as the target market for 'dumb' phones.