NIKE
"WEEKEND HANGS"
THE
CHALLENGE:
•
To gain intimate knowledge of trendsetters— the thoughts and activities
of suburban teenagers, in particular their likes and dislikes in relation to
their shoes.
THE
APPROACH:
•
Hang out with teens in their homes over a weekend and hold informal focus groups
in living rooms and neighborhood restaurants.
THE
RESULTS:
•
Nike was able to infiltrate the teen lifestyle and ultimately see how their
brand fit into the teenage psyche.
.
•
Travel with participants to shopping malls to track what catches their attention.
Also to document their lifestyles and interests outside of fashion.
