INTERVIEW SCRIPT : TEACHER (T) AND STUDENT (S)
( +/-5 tminutes of spoken interaction)

T : Thank you for your presentation. To start calmly, can you tell me why you chose Nike as your topic?

S : I chose Nike because it is one of the most influential sports companies and I wanted to understand how it manages to stay important in so many markets. Preparing the presentation also helped me see the company from a different angle.

T : What was the most interesting thing you discovered while preparing the presentation?

S : I think the most interesting information was the scale of the company. I did not know it had almost seventy eight thousand employees worldwide. I was also surprised by the recent fall in revenue. I expected Nike to be constantly rising, but that is not the case.

T : In your opinion, what is the strongest aspect of Nike as a company?

S : For me, the strongest aspect is the brand. The Swoosh symbol and the name are recognised almost everywhere. It gives the company a solid position that many competitors cannot reach.

T : Let us look at the analysis part of your presentation. Why do you think Nike has remained successful for such a long time?

S : I think it is mainly because Nike keeps adapting to different generations. They have shoes for athletes, for Gen Z with more fashionable styles, and even for young children. They also use customisation apps, which helps people feel more involved in the product. This kind of flexibility keeps them relevant.

T : Looking ahead, what do you think the company should prioritise in the next few years?

S : I think their first priority should be environmental responsibility. Public opinion is changing and consumers expect companies to be clear and honest. Another priority is digital innovation, because younger customers expect interactive tools and personalisation.

T : Which demographic groups do you believe will have a major impact on Nike’s future?

S : Probably Gen Z and Gen Alpha. They are demanding customers and they make choices based on identity and values. If Nike does not meet their expectations regarding responsibility and authenticity, those groups might move to other brands.

T : You mentioned environmental responsibility. I must admit I am sceptical about what Nike claims. Do you honestly believe they are making real progress, or is this mainly communication?

S : I think there is a mixture of both. They are trying to introduce recycled materials and circular programmes, but at the same time they still use a large global supply chain with high environmental impact. So it is progress, but not enough yet.

T : Another question. If international trade tensions continue to increase, Nike could be in a difficult position. Would you agree?

S : Yes, I think so. Because Nike relies heavily on factories in Asia, higher tariffs or political tensions would increase costs and reduce flexibility. That would weaken their competitive position.

T : Let us be very direct. Do you think future generations will continue paying very high prices for sneakers produced in difficult conditions in developing countries?

S : That is a serious concern. If the production model does not improve, younger consumers might reject it. Many of them care about fairness and impact. So Nike will need to adapt its practices if it wants to keep those customers.

T : Now let us imagine the situation differently. If you were in charge of Nike today, what would you make your top priorities?

S : First, I would improve transparency about production and worker conditions. Second, I would invest in recycling and repair programmes to reduce environmental impact. And finally, I would reinforce digital customisation because many people enjoy designing their own products.

T : If you had the chance to define a new market for Nike, what would you choose?

S : I think a market connected to well-being and health services could work, for example digital training tools combined with accessories. It would extend the brand beyond clothing.

T : Last question. If you could design a Nike product for a celebrity, who would it be and why?

S : I would design something for a younger artist, perhaps someone active on social media. It would help Nike reach new audiences and show that the company can respond to cultural changes quickly.

T : Thank you. That was thoughtful and clear. You responded with structure and justification, which shows good preparation.