Why do we run? Who do we train with? What keeps us moving, and where do we want our journey to take us?
Consumer behaviour moves fast. This deep dive into Gen Z runners and gym-goers across EMEA uncovered their motivations, aspirations, attitudes, and emotions – allowing Nike to stay ahead of change, and connect more deeply with its Next Gen audiences.
the challenge
To leverage the power of the communities that had been authentically built by three Nike Well Collective Trainers, to show their communities how the foundational mix of strength, endurance and mobility (aka cross training) is a life-long tool for managing the stress of modern life.
the aim
To help people progress – maybe in big ways, maybe in smaller ones, but all creating a positive impact that started with the Nike Well Collective Trainers and rippled out right across their communities. That hit an objective of democratising cross training, by focusing on inclusivity, scalability and community.