Nike

Understanding the meaning of ‘Cool’ for Gen Z

Background: Nike is constantly seeking to uncover the latest cultural trends and shifts that influence consumer behavior. With Gen Z being a crucial audience for Nike, this generation acts as a key focus for research and insights.

Objective: Understand what ‘cool’ means to Gen Z today, providing clear insight into the various factors that influence perceptions of ‘cool’ and how broader societal trends are impacting the evolution of this word.

Deliverable: A rich, visually-dynamic report illustrating how cool is constructed for Gen Z today and within that, a mapping of the brands that are resonating and why. Strategic recommendation on where the opportunities lie for Nike to connect with this audience in a culturally-relevant and dynamic manner.

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