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Nike

Rethinking retail marketing for younger shoppers

Nike embarked on an ambitious mission to revolutionize the marketing approaches of its retail partners, ensuring they could captivate the coveted younger shopper demographic. To unlock this transformative potential, they first needed an intimate understanding of how 18- to 24-year-olds navigated the intricate ecosystem of channels throughout their shopping journeys.

Immersive shop-alongs were conducted with these digital-native consumers across key markets like New York, Los Angeles, Chicago, and Seattle. These intensive experiences, coupled with in-depth interviews, unveiled pivotal insights that illuminated their unique behaviors, motivations, and expectations.

Armed with these revelations, meticulously detailed personas and customer journey maps were crafted. These powerful design artifacts provided an unprecedented level of empathy and clarity, empowering Nike to transform their retail partners' marketing strategies. With razor-sharp focus, they could now forge authentic connections and craft exceptional experiences that resonated with the voice of the next generation.

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A cross-channel journey was developed

Shop-a-longs were conducted in fours cities in dyads.

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Two personas were developed, showing cross channel behaviors.

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