Real voices, real experiences, shaping real insights.

Using foundational research as a jumping off point, our mixed methodology featured a Europe-wide survey, one to one interviews with aspirational consumers, and further interviews with industry insiders – the people creating the experience – such as coaches, run club founders, and athletes.

A series of field trips to key European cities also allowed us to immerse ourselves in the distinct running and training cultures of those places.

In all, we gained first-hand perspectives, and meaningful, differentiated insight from over 600 consumers – alongside a true understanding of the influences that shape their mindsets.

The result: five muses that guide product design, communications, and experiential offerings.

A richer understanding of EMEA runners and gym-goers – their similarities, their differences – in key cities across central Europe.

A series of consumer mindsets that defines the Next Gen Muse, and how Nike can connect with them in everything it does.