Work

Creating a New Outdoor Adventure Platform and Strategy

When Nike asked IA to help define a strategy to win in the outdoor market, the team jumped in kayaks, scaled cliffs and ran dirt trails to understand the market and define the needs of demanding, multi sport athletes. Together with Nike, IA uncovered and defined a new brand and new product strategy. IA developed a brand migration strategy, made authentic by a combination of new adventure racing products, communication and sponsorship strategies.