Brief

To map out the running scene of Rio, in its entire diversity, and serve Nike a body of insights to reshape the brand's approach there.

Concept

I mapped out runners from the 4 regions of Rio (South, West, North and Central), brought a global Nike team of a designer and photographer and along with a local journalist we connected and interviewed runners all over town.

Methodology

Engaged the runners on conversations about their neighborhoods, work, city challenges, their current running experience, their usage of chat and social media platforms.
Also spoke with non-running people from the same neighborhoods, to better understand the opportunities and challenges.

Outcome

The research became a book which ended up being the seed for the Nike Brazil campaign for the Olympics 2016.