The Client: Nike
The question:
How is our relationship with the outdoors changing?
The timeframe: 12 weeks
Context
The city and the outdoors have long been different places to play. But increasingly there is overlap between them in the way they are experienced and explored. This is creating a new generation of enthusiasts, demanding new tools, products and services. Nike asked us to put on our hiking shoes and get out and explore this emerging terrain.
What did we do?
Over 12 weeks we hiked, ran, camped, climbed and swam our way around the world. We explored the outdoors in all it’s glory, moved from city to forest and back again, and met a whole bunch of people along the way. In Mexico City, NYC, Berlin and Tokyo we spent extended periods of time with people living between the city and the outdoors. We learnt about what they needed to do what they do, who they are doing it with and of course why they are doing it at all.
What was the impact?
Our ethnographic explorations uncovered a wealth of insights that formed a new ideation construct for Nike innovation. It’s a long way out, but in a few years time you’ll see new products and services emerge that were conceived of on rock faces, around campfires and high up in the sky.
