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Nike CEE Running Consumer Insights & Creative Strategy The reset of Nike’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  

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.  

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 day’s workshop in setting the category direction.  

In a collaborative process the regional and country marketing teams, generated 3 big ideas for the Running category in the CEE region.  

For Nike Warsaw we moderated the strategy meeting & facilitated a creative workshop and defined their yearly marketing plan.