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4. Nike Intellegence Report (North America)
Client: Nike
Agency: Digi Fairey
Role: Strategy
Date: 20/03/2022
Location: North America
Project: Ethnographic Research for Nike – Future-Proofing for Gen Z
Brief:
To deeply understand Gen Z's relationship with sports, products, and the Nike brand, with a focus on identifying how Nike can stay relevant and future-proof its offerings for this influential generation.
Method:
We conducted extensive ethnographic research in New York and Los Angeles, two cultural hubs with strong Gen Z influence. This research included engaging a diverse cross-section of Gen Z tastemakers and mainstream consumers, capturing insights through mixed-media formats, including video diaries, social media tracking, and in-person interactions. The mixed-method approach allowed for a well-rounded, authentic view of how Gen Z connects with Nike and views sports culture.
Through a series of workshops and deep-dive interviews, we distilled the findings into essential themes that highlighted Gen Z's preferences, expectations, and behaviors. These insights informed actionable recommendations tailored to resonate with Gen Z's unique sensibilities, such as an emphasis on sustainability, community engagement, and digital-first experiences. Additionally, we identified trends and potential shifts that Nike should anticipate in the coming years to stay relevant in this evolving landscape.
The findings were broken down and extracted into key themes. We did further interviews to get an in-depth knowledge regarding specific topics.
We then produced actionable takeouts that were executable and predictions of the future that Nike should be aware of.
Lastly we created a content matrix to deliver the content in their relevant bitesize formats.