Brief

To research and map out the state of the youth in Seoul, refreshing the approach of the local Nike office towards the youth consumers, and their dynamics through cultural influence and social behaviors.

Concept + Action

An immersive research and connection trip to Seoul, spending two weeks deep diving levels of the city and it's dwellers (speaking with all walks of life). Came back with a full body of observations, insights and actionables that ended up influencing Nike South Korea to reshape their approach to aligned with their consumer targets through their cultural influence.

Methodology

I mapped out the culturally influential neighborhoods and rented 4 days apartments on each: Hongdae, Itaewon, Hannam, Apugjeong. I connected with the cultural scene and it's movers. Spent time diving into the local spots mingling with locals. Spent time at Hongik University, art galleries and museums, night clubs, restaurants / bars, retail, visited music management agencies and fashion studios.