The how

Identifying the new cohort – and opening up their world.

We recruited Gen Z athletes who see the marathon as the first, not the last. Running is a flex; progress is a feedback loop. Always chasing the next challenge – a marathon, a fitness race, a triathlon, dreams of the Olympics.

Through in-depth one-to-one interviews, we built a picture of a generation driving marathon participation to record numbers, living for competition – with others and with themselves. For them, ambition is all.

The end result

New Muses that unlock an emerging generation.

Uncovering the strategic opportunities and the consumer tensions at play – and delivering cultural insight that unlocks potential for Nike’s German brand marketing.