Industry-leading sportswear brand faced new target audience
Client’s target audience has always skewed young, but the influences, aspirations & behaviour of the latest cohort were significantly different.
The Client needed to ensure it understood Gen Z and communicated the brand in a way that resonated with them.
We recruited semi-professional athletes in four key markets, conducted in-depth interviews & in-field observations to identify patterns of behaviour.
These insights into the group’s attitudes & motivations were combined with macro-trend research to provide a clear profile of the target audience.
The insights gained from this research were used to finesse Client’s brand communications & redesign the brand experience provided in their Beijing
This saw greater emphasis placed on dialogue, experimentation & shared entertainment.