What drives ambitious athletes? What keeps them moving? What shapes their sporting life?

To win in one of EMEA’s most critical markets, Nike needed to truly understand the next generation of German athletes. Our deep dive into performance runners and dedicated gym-goers revealed the opportunities for Nike to win with them. Listening through a market-specific lens from the youngest – and last – of the Gen Z cohort – we honed in on what makes them tick.

New insight into a changing sport and a new kind of runner

A new generation of trail runners is here. From just getting started to ‘trail is life’, they’re reshaping the sport on their own terms – in a sport that’s moving from the mountains to more accessible terrain.

As more runners than ever head off-road, this Europe-wide analysis identified what matters most when it comes to all things trail, helping ASICS stay ahead of the pack.