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 lacked a clear and cohesive brand direction reflecting its legacy and current market dynamics, making it difficult to drive engagement and align seasonal marketing efforts.

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.