Nike CEE Running Consumer Insights & Creative Strategy The reset of Nikeâ€™s Running brand was aided by insight from the Central & Eastern European region (CEE). By means of creative workshops, ideas were sparked on how to ignite young runners. Intuitive Patterns worked in partnership with This Memento and The Change Agent Â
The project a collaborative and participatory research process & methodology: a archetype of the Runner was recruited and local client teams in Moscow, Istanbul, Warsaw and Athens visited the consumers at their home, and participated in their sports.
To get a holistic view of the consumer world, we called upon our network of ‘experts’ from several disciplines such as journalism, fashion designers, anthropology and other: by means of interviewing we got to the main drivers of city culture, and recent trends and influences.
By means of a storytelling based workshop in each of the cities, insights were created and statements on the consumer essence established. Â
Our team in collaboration with the Nike country teams, presented the overall insights to the integrated regional team (including brand, retail and sales) to kick-off a dayâ€™s workshop in setting the category direction. Â
In a collaborative process the regional and country marketing teams, generated 3 big ideas for the Running category in the CEE region. Â
For Nike Warsaw we moderated the strategy meeting & facilitated a creative workshop and defined their yearly marketing plan. Â