SECTOR
Sport
SERVICES
Qualitative Research
Consumer Closeness
OFFICE
London
Markets
UK, USA, Sweden, Greater China
THE CHALLENGE
Nike knew mental health was reshaping how people experience sport, but internally, terms like "wellness", "wellbeing" and "mental health" were used inconsistently, with no shared framework for what they meant or how Nike should respond.
OUR APPROACH
Through a trust-led, ethnographic research programme, daily voice-note diaries, home visits and immersive storytelling with 32 people and nine experts across the UK, US, Sweden and China. We uncovered that people now use movement not just to train the body, but to process stress and reconnect mind and body.
The work gave Nike a shared language and strategic framework for mental health, and built the internal confidence behind Nike Mind, Nike's first neuroscience-based footwear, which sold out globally in under 20 minutes and drove more than 2 million restock requests.
Want to uncover the human truths behind your next big innovation? Let's build it from real human understanding.
We were incredibly impressed by the thoughtful approach the mix took throughout the project. The team was so empathetic on a challenging topic, making us as the internal team and the people we met, feel completely at ease. This carried on through the kick-off, recruitment, in-person discussions, and final delivery.
ROB KIRBY, NIKE, GLOBAL INSIGHT DIRECTOR
