Portrait of a Young Female Athlete: Informing Global Brand Experience Strategy

Nike engaged IA Collaborative to help them understand and bring to life a powerful yet under-addressed target market — the youth female athlete — in order to develop an authentic and meaningful global brand experience strategy for this audience. The IA team conducted months of months of immersive, contextual research to capture the mindset, lifestyle, and deepest aspirations of young female athletes, through the lens of a sport-obsessed 10-year old, Emily.