Portrait of a Young 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 athlete – in order to develop a global brand experience strategy for this audience and forge a lifelong bond between Nike and the Young Athlete. IA Collaborative conducted months of immersive, contextual research to capture the mindset, lifestyle, and deepest aspirations of young athletes, through the lens of two sport-obsessed 10-year olds. The research culminated in the "Portrait of a Young Athlete" video and award-winning book (GOOD Design 2016). IA Collaborative was proud to surpass Nike's standards for creative excellence with both deliverables.