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More than any other brand in the world, Nike understands that it takes a precise and inspiring understanding of who you’re creating for, if you want to break through in a cluttered marketplace.

The first step is to have a razor-sharp portrait of “the muse ” – which we define as the most dynamic and compelling archetype within the target audience. He or she is aspirational, not representative. They’re the person you want the world to believe your brand is for.

Since our first engagement with Nike in 1998, we’ve completed over a dozen projects to define the muse for various sports, geographies and retail partners. Focused on the intersection of sports and style, we’ve gone shopping with athletes, dug through their closets, and even tried to train with them (we’re still out of breath!).

Our work with Nike has helped to inspire global go-to-market strategy, product innovation, in-store merchandising, and even the launch of Foot Locker’s House of Hoops.