Nike Men’s
Brand Plan
THE CHALLENGE
How to serve the men’s consumer in FY23
We were tasked to create a brand plan that clarified the needs and challenges in serving the men’s consumer in North America, with consumer segmentation at the center. This document reflected Nike’s vision, North Star positioning, and roadmap for FY23.
THE INSIGHT
There’s no single Nike Men’s consumer
Global research uncovered four key men’s segments for Nike, each with different motivations, styles, needs, and perspectives on the world of sport. It was up to us to define each segment and outline connection points for North America FY23.
THE RESULT
Sport is a platform for change
Focusing on four segments (A, B, C, and E), we created consumer profiles and inspirational videos to define the needs of each persona. While all connect to Nike, they do so in varied ways, and the connotation of sport is radically different for each.
Considerations:
First, we had to redefine sport, athleticism, and the modern athlete under the new definition of the overall Nike men’s platform, based on global quantitative and qualitative research.
Next, we built layered profiles around four key men’s segments, each with their own needs, motivations, and relationships to sport.
Segment A:
Seeking Greatness
Segment B:
Shared Achievement
Segment C:
Holistic Growth
Segment E:
Expressing Individuality
Finally, we mapped out a brand plan based on Nike’s FY23 priorities that incorporated the interests and needs of all four segments.
Work in collaboration with INDUSTRY