Service — Global Brand Strategy, Consumer Insights

The comprehensive brand reset provided a clear roadmap for Nike Tennis, aligning all marketing and category initiatives with a unified purpose. The revitalized direction helped elevate the category and connect more meaningfully with tennis enthusiasts worldwide.

Nike Tennis had a legacy most brands would kill for and no shared idea of what to do with it. Seasonal marketing was pulling in different directions.

We conducted deep consumer research and facilitated collaboration across internal teams, ultimately defining a new category direction that celebrated the heritage of Nike Tennis while embracing the evolving landscape of the sport. This included a brand manifesto, mission/vision statements, and strategic priorities that guided future marketing efforts.