NY Youth Culture
To push Nike's brand further in it's approach in NYC.
Brief
The aim was to gain insight into NYC’s local youth to align influencer strategy with what’s happening at street level. The goal was to explore cultural mindsets, give context to influential neighborhoods and city locales, and identify who and what authenticates culture for youth in NYC.
Concept + Action
A research focusing on the young New York, a vastly diverse generation that is redefining their social world — as well as the wider culture around them — with a new outlook: no Nike talk, just listening about their takes on life, sexuality, wellness, politics, city challenged, ebb and flow on international influence, technology and digital outlets.
Methodology
I mapped out the culturally most influential neighborhoods of NYC and their most influential cultural mindsets. I spent 8 days conducting 52 interviews all across New York from many different backgrounds and points of view, with the support of a videomaker and a writer. I put together on a straightforward presentation featuring videos, observations, insights and action suggestions.
Outcome
The research helped the NYC Nike office reconnect with influential demographics having a broader approach through the boroughs not been limited to Manhattan.
Park and Rec AF1 Collection and campaign in partnership with NYC Department of Parks and recreation.
De Lo Mio AF1A and campaign, culminating into a new Footlocker store in Washington Heights.
AM LA MEZCLA co-created with local Queens consumer Gaby Serrano for Air Max Day.
Product placement at key dance movements such as Brooklyn Flexn on their events.