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Idea for Nike · Consideration

The Fit Index

Make Nike the brand AI assistants quote when runners ask which shoe will actually fit.

A hypothetical idea, not a real campaign. Nike isn't involved. It shows how a mechanic from this week's reporting could work for a well-known brand.

Inspired by: Research on reviews and evidence in GEO (Marketing Week)

01The idea

More people now ask AI assistants which running shoe to buy. Those answers lean on clear, structured evidence: reviews, test data and comparisons from sources they trust. The Fit Index is an open hub of fit information for each shoe (width, length, cushioning, who it suits) built from structured customer reviews and independent testing. It answers the questions runners actually ask, in plain language, so it's useful to people and easy for AI tools to cite.

02How it works

  1. 1Collect the questions runners ask most about fit, from customer service, search data and reviews.
  2. 2Gather structured reviews (foot shape, distance, size bought, how it fitted) instead of star ratings alone.
  3. 3Partner with an independent tester or running community for third-party fit measurements.
  4. 4Publish one clear page per shoe that answers the real questions, with the evidence beside each answer.
  5. 5Each month, ask the main AI assistants the same buying questions and log whether the hub is cited.

Channels: Website, Search, Email, Running communities, PR

Audience: Runners researching their next pair of shoes, from beginners to people training for a race

Targets are set from the brand's own baseline data, so there are no made-up numbers here. Treat it as a starting point for your own plan.

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