Client: Nike

Situation: Nike wanted to better understand the Women's fitness category, which has been historically under-served for the past few years.

Current research and insights started and ended with phrases like "she is driven, stylish, and ambitious" which although true, were so vague as to be useless.

In other words, they wanted us to provide a fresh and current POV on the Nike North American Women, also called a Modern Girl of Fitness (MGOF).

But… we had no budget. Of course.

Solution: Personally organized some of the first primary research done on the account at the agency, which consisted of 20-25 participants from different markets (West Coast, Midwest, and East). We arranged one on one interviews via Skype, as well as homework assignments asking participants to keep journals over the next week recording things such as how mobile/digital was integrated into their fitness lifestyle, fitness regiments, inspiration sources, etc.

Results: Created a comprehensive POV deck on the MGOF for the client, which inspired work and thinking on media and creative teams across partner agencies and grew our scope overall