“Athletic brands should be [in tune with] the culture of the customers” “...surroundings definitely play a part ... if I see friends with it, I’m more inclined”
“As a millennial ... being fashionable as well as comfortable really attracts me.” “[advertisement] effectiveness depends on your personal view of the people in the ads” Through user interviews and surveying, more insight was gained as to what consumers want in a brand and how to best connect with the target demographic.