From January to April 2026, I worked as an independent brand consultant for Nike, presenting my strategic findings to agency partners at Wieden + Kennedy Portland.
Research
I conducted a 1.5 month long research project, including desk research, focus groups, a survey, and in-person discovery.
Strategy
Using data from my research, I synthesized my core findings and conducted a segmentation and targeting analysis. I distilled the findings into a core insight and developed a strategic framework.
Executional Recommendations
I recommended specific, actionable tactics for Nike to implement based on my strategic framework, designed all mockups, and established KPIs.
The Ask
How can Nike’s apparel category grow purchase consideration among young women by meeting them where they are in how they move, train, and express their identity?
Winning Women’s Activewear Is Critical for Nike’s Next Phase of Growth
Women’s activewear is one of the fastest-growing and most valuable categories in apparel, making it a core battleground for brand growth and maintaining market share.
Women tend to purchase more frequently across categories, driving stronger CLV and long-term revenue. Increasing participation in fitness and the rise of athleisure as everyday make this a high growth area Nike can’t afford to miss out on.
Once the leader in womenswear, Nike is stalling in the women’s market and losing share to competitors.
And new entrants like Vuori and Alo Yoga are gaining a foothold.
Research Approach
1: Desk Research
Industry databases: Mintel, IBISWorld, Euromonitor Passport
Company sources: earnings calls & investor reports
External sources: analyst reports & industry publications
2: Focus Groups & Interviews
4 30-min focus groups
2-3 women each (diverse ages and training styles)
3: Survey, n=114
Quantitative survey to validate and scale insights uncovered in desk research and focus groups
4: Physical and Digital Discovery
In-person/online retail analysis and product try-ons to guide recommendations
Objectives
Gain a deep understanding of young women’s relationship with Nike and other competitors.
Understand key motivators and deterrents when purchasing activewear.
Segment active young women into distinct personas based on training style and activewear preferences/behaviors.
What I found: There is a disconnect between Nike’s brand identity and the daily fitness habits of young women.
Nike’s massive scale means it’s respected, but not necessarily relatable.
This sentiment was especially true for two identified segments: The All-Day Athleisurer and the Studio Fanatic
From my focus groups and survey, I segmented all respondents into one of four groups: The Utility Shopper, The Performance Athlete, The All-Day Athleisurer, and The Studio Fanatic. I quantified the total addressable market of each group using MRI Simmons.
I chose to focus on the The All-Day Athleisurer (ADA), and The Studio Fanatic (SF), who presented the biggest opportunity for Nike.
These two groups provide both scale and signal, with ADA being the biggest segment, and SF as a trend setter online and in boutique studio spaces where Nike’s competitors tend to dominate.
Winning these segments sets up Nike as a partner for athleticism and exemplifies the “every body is an athlete” mission.
I drew out four key themes in my research about these segments and their relationship with Nike:
1. The Athlete Gap
Nike’s connection to sports is a defining brand characteristic, but, this doesn’t always resonate when it comes to day-to-day activewear. Group fitness is a huge part of their lives, but Nike is missing in these spaces.
Of survey respondents attend group fitness classes regularly
82%
2. The Fit Barrier
One of the most common reasons why women stick with their favorite brand? They know the style, size, and fabric that works for them and they keep going back. Nike’s strong emphasis on performance-driven gear inadvertently leads many women, who prefer softer fabrics and more casual styles, away.
50%
Of women would be more likely to purchase Nike if it had softer, yoga-style fabrics
Many participants preferred to shop in person, where they can see and feel the clothing themself. These women usually only encounter Nike apparel when in Dick’s Sporting Goods. Unfortunately, this rarely results in purchase.
While in a sporting goods store, these women are usually not in the mindset to shop for clothing. Because Dick's is a traditional big-box retailer focused on team sports, only seeing Nike in this environment reinforces the perception that the brand is for "serious athletes,” rather than the fitness lifestyle this demographic associates with.
3. Digital Overwhelm
Nike’s digital experience was frequently described as "overwhelming" or “cluttered”.
Consumers prefer the curated, "boutique" feel of competitor sites that offer clearer styling inspiration.
The @Nikewomen instagram currently heavily focuses on professional athletes and NikeSKIMS, further distancing the brand from the everyday woman or typical activewear use cases.
4. The Aesthetic Concern
Nike may be a go-to for specific functional items, but Athleisurers and Studio Fanatics return to competitors for the cohesive outfits they seek.
Alll of these findings ladder up to one core insight:
For all-day athleisurers and studio fanatics, buying new workout gear comes down to avoiding “activewear anxiety"
Activewear Anxiety isn’t always consious. For ADA and SF, it shows us as defaulting to buying the exact same brand of leggings repeatedly as a mechanism to avoid the unknown —"I stick with what fits and I already know I like.”
How this relates to Nike:
Internal
These women perceive Nike as uncomfortable and unflattering for them. They assume Nike doesn’t have the styles and fabrics they like.
External
They see Nike as being “just for athletes.” The influencers they follow and friends they work out with wear competitors’ products.
So … Nike should just create the styles and
fits these women say they want, right?
Well, Nike already does.
Many women just don’t know or think about them yet.
The biggest problem right now is one of exposure.
Ultimately, Nike doesn’t show up in these women's lives. And Activewear Anxiety prevents them from seeking out new brands on their own.
Nike should champion its lifestyle products to get Athleisurers and Studio Fanatics to rethink Nike.
By strategically placing the Zenvy, Universa, One, and similar lines into these women’s lives, Nike can tackle both internal and external barriers, easing the fear of branching out and winning over these massive audiences.
The Playbook:
This strategy takes a holistic look into how Nike shows up in these women’s lives through multiple touchpoints.
Here’s How Nike Wins:
See - building awareness and reach
Organic Content
Nike incorporates content that features Nike’s women’s lifestyle apparel, in addition to NikeSKIMS and female pro athletes.
Keeping @NikeWomen as its own distinct branded page, cross-collaborating with Nike for reach.
Creators
Nike works with and sends products to active creators who show athleticism in how they show up every day.
They may not be a professional athlete, but they represent the type of athlete with whom most women identify.
Feel - emphasizing fit and comfort
Nike Mobile Fit tour
Nike targets college campuses, metropolitan hubs, and festivals, a mobile dressing room meets these women where they are, encouraging them to find their perfect size.
Dedicated dressing room areas with flattering lighting and full-length mirrors
Built-in mirrors throughout to enhance space, light, and try-on experience
Seamless blend of retail and fitness aesthetic brings Nike’s innovative identity beyond physical stores
Compact workout studio section with mats + barre to encourage trial and movement
Multisensory Workout Activations
Yoga or pilates pop-ups at Artechouse truly immerse patrons in a calming sensory experience, further cementing the comfort and flexibility of Nike’s clothing.
This offers another physical retail channel to get products into their hands.
Experience- refreshing retail touchpoints
Dick’s In-Store Refresh
Nike can leverage its Dick’s Sporting Goods' relationship to redesign the in-store layout, allowing for a more enjoyable shopping experience.
Inspired by Nike’s retail stores, clear signage and a more “boutique” layout easily provide fit and use case information without the guesswork.
Folded products on shelves give a more inviting feel compared to on the hanger.
The Find Your Fit Quiz
The intersection of Nike’s innovation with the ease this target audience seeks: A fit quiz at the top of the women’s section to minimize the “overwhelm”.
UX Refreshes
Video descriptions and product shots provide a more personalized experience and allow customers to envision the fit and style inspiration.
Splitting up clothing by larger occasion sections upfront, compared to the sports drop-down that can get overlooked, creates clearer buckets and leads women directly to what they are looking for.
Within each occasion category, product type visuals up front allow for easier navigation compared to just the list of text on the left-side navigation.
Immerse- encouraging repeat purchase
Boutique studio partnerships
Nike has partnered with chain studios like Orange Theory, Barry’s Bootcamp, and Soul Cycle for wholesale clothing partnerships. Additional collaborations with popular studios provide more physical channels, directly showing up in places Nike has been overshadowed.
Creator led drop
Using Nike’s existing drop model combined with the influence of lifestyle creators, a limited edition line blends cultural relevance with scarcity to drive urgency, deepen emotional connection, and expand Nike’s reach.
Possible creators include Brett Chody (who is already embedded within Nike), Halley Kate, or one of the creators in the “See” phase.
Why This Wins
By meeting All-Day Athleisurer and studio Fanatics in the moments that matter to them, Nike can shift from solely a performance brand to a daily partner, unlocking new consideration for women’s apparel.
