Nike’s mission is to bring inspiration and innovation to every athlete in the world. The brand was looking to understand the global intersections of youth style consciousness with digital lifestyles to inform the future of their business and consumer products.
It was critical to understand how consumers defined style, how they shopped, and how the junction between style and technology could enable them to shop. Nike wanted to understand differences not only across typologies, but how those variedacross the globe.
To help live this mission, we traveled the world talking and running immersion sessions with trend-setters, core athletes and those inspired by them.
We uncovered a range of insights such as “its not what you wear but how you wear it” and “consumers experience passion through attention to product detail”, each leading to actionable thoughtstarters for the brand and business.
While consumers each had their own passions and commitment to style, they all wanted to mix lifestyle with function. They could get one or the other, but rarely both in the same place. We learned how Nike could tap consumer's passion for their products to better facilitate a purchase.
Our key global insights and cultural threads helped develop better UX design, more immersive shopping technology, and a more dynamic online retail environment to engage consumers.