Nike
Understanding present and future customer behaviour to drive sales

Brand Challenge

To create the future shopper of sport by understanding the behaviour of consumers (athletes) when they are shopping, browsing and training.

Blurring the boundaries between gym, retail and digital to accelerate product moments, and drive sales of Nike apparel.

Approach

A comprehensive behavioural analysis plugged into a strategic sprint workshop to generate innovative retail ideas.

Comprehensive behavioural analysis

We used a blend of contextual, questioning and observational research techniques to build a complete picture of how consumers see, think, feel and behave when they’re visiting the gym. This included behavioural qualitative research, video diaries, behavioural mapping and semiotic research to build a 360° understanding.

Strategic sprint workshop

Our research was directly inputted to a strategic sprint, where we brought the core team together in an intense and time-bound environment to generate big strategic ideas and smaller initiatives to improve retail sales of Nike products in DWFF gyms.

Three men in a meeting room with a whiteboard filled with sticky notes; one man is explaining and pointing at the sticky notes, while the others listen. Labels indicate their roles: Strategist, Sprint, Workshop. The setting appears professional and collaborative.
Black and white Nike logo with the swoosh and the word 'NIKE' in bold letters.

Transformation

100+ insight-based innovative initiatives

Several ideas and initiatives from the strategic sprint were brought to life creatively, to determine the most impactful way they could be executed which helped Nike gain internal buy-in.

A digital rendering of a modern fitness display with a treadmill, a rack of dumbbells, and Nike branding, mounted on a wooden platform.

Rapid innovative launch

The most successful idea, ‘Kit & Collect’ was launched soon afterwards.

Smartphone displaying a fitness app with a sneaker image, QR code for kit pickup, and text "Time to pick up your performance" on a textured black background.