Client: Nike
Project: BETRUE 2019
Agency: ON ROAD
Sypnosis: To stir away from perfomative action by identifying London’s LGBTQIA + community in sports and enabling a meaninful connection that visibilises and better supports their communities
Role: Assistant Researcher
Project: BETRUE 2019
Agency: ON ROAD
Sypnosis: To stir away from perfomative action by identifying London’s LGBTQIA + community in sports and enabling a meaninful connection that visibilises and better supports their communities
Role: Assistant Researcher
My involvement:
- Network manager
- Interview assistance
- Qualitative analysis support
- Interim insights write- up support
Challenge
Nike had been vocal about their allyship to the LGBTQIA+ community but they were yet to take action. The task on this project was to connect with the sports’ queer community in the hopes to build better and more positive environments
Nike had been vocal about their allyship to the LGBTQIA+ community but they were yet to take action. The task on this project was to connect with the sports’ queer community in the hopes to build better and more positive environments
Insight
Through intensitve research, we touched based within all levels of community of sports: causal enthusiast, athletes, PE teachers and students that play sports in in order to uncover the barriers to sport that the communities faces.
Through intensitve research, we touched based within all levels of community of sports: causal enthusiast, athletes, PE teachers and students that play sports in in order to uncover the barriers to sport that the communities faces.
Outcome
Strategic recommendations focusing on emporing the community and creating a meaningful positioning for Nike. The Be True collection goes beyond celebrating athletes who are expanding sport for the next generation—on and off the field—and inspiring others to feel the joy in being authentically themselves, it defys boundaries by supporting queer employees with tools and providing $2.7 million in support of causes to advance inclusion and celebrate the passion of sport by all athletes
Strategic recommendations focusing on emporing the community and creating a meaningful positioning for Nike. The Be True collection goes beyond celebrating athletes who are expanding sport for the next generation—on and off the field—and inspiring others to feel the joy in being authentically themselves, it defys boundaries by supporting queer employees with tools and providing $2.7 million in support of causes to advance inclusion and celebrate the passion of sport by all athletes