OBJECTIVE: Nike wants to break into the yoga market, but how can a brand that is authentic to sport and fitness break into a market that is inauthentic to who you they are?
1. 77% of our survey respondents do not see Nike as a yoga brand.
2. 100% of our focus group participants actively participated alongside doing yoga.
3. 69% of our survey respondents would purchase Nike yoga products if Nike explicitly stated that they sold yoga products.
OPPORTUNITY: Connect an activity that is inauthentic to Nike's core structure that stays true to the brands beliefs.
AUDIENCE: Your driven team player, who is passionate about her sport of choice.
IDEA: A digital, social and retail ad campaign that allows your driven team player to resonate with Nike fitness yoga and align it with her desired athletic pursuits.