Workout warrior PLANSBOOKWINTER2014
MOMOKO OKUDAIRA RYAN LEVENSON LAUREN BEAUCHEMIN CHRIS JONES
“Facing off with yourself is the biggest challenge you can ever get.�
CONTENTS SITUATION ANALYSIS RESEARCH SUMMARY TARGET AUDIENCE OPPORTUNITIES MEDIA: SOCIAL MEDIA: EVENT
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situation analysis 1
High intensity training programs are rapidly expanding, and young people are seeking them out. Nike needs to find a way to authentically connect to this generation of workout warriors. 2
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“If I didn't want to compete, i'd work out alone�
research summary We surveyed 150+ people, interviewed dozens of our peers, and visited several high intensity training gyms, which revealed the key values of the workout warrior:
COACHING+ COMMUNITY+ ATMOSPHERE
FRIENDS
was the number one response when asked how they got into their training program. This age group loves sharing with their friends and getting motivation from them.
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apparel prefrences Those who are serious about performance prefer flat bottomed, lightweight lifting shoes.
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They would like to buy Dri-Fit, but for many a cheaper, plain t-shirt will suffice.
Comfort , cost, and performance rule when it comes to purchasing workout apparel. Compression shorts are a necessity, so our target audience will often spend the money to have a pair of them.
Money won’t often be spent on new gear just for looks—there has to be a need for the product first.
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“embrace the suck and embrace your triumphs, no matter how big or little they are.� 8
Target audience 9
MEET OUR WORKOUT WARRIOR 19-24 YEAR OLD MALE
He exercises regularly at a CrossFit box or some other sort of training gym. He may be an athlete, or he may just be on a personal fitness journey. Everyday, he’s competing against something, whether it’s his bench press PR or his buddy out pacing him on a run. Above all, he wants be on top of his game—in fitness, and in life. 10
Workout warriors walk into their gym ready to get their ass kicked. They think their community and the motivation it provides is invaluable. They suffer through workouts together, and they love it.
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OPPORTUNITY: CULTIVATE + STRENGTHEN THE FITNESS COMMUNITY OF THE WORKOUT WARRIOR. 12
A new social community Nike X is a new social community where users will have the opportunity to strengthen bonds with fellow gym goers around the globe. It is a journal, a teacher, a companion, and it is your gym community when you can’t be at the gym. Nike will engage users and allow them to create their own content, letting the workout warrior interact however they want. 13
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Users create their own profiles where they can show off their workout victories, track workouts and nutrition, make pump up playlists, and connect with their friends. Their profile is linked to other social networks to allow further sharing.
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Gyms will establish their own pages, to more intimately track participation and progress. Users can create groups for any topic, to allow for connection and competition outside of local boundaries.
The CROSSFIT EVIVA Box
MEMBERS
John
Mobile app version of website
Eugene, OR
Sarah
Eugene, OR
Lisa
Eugene, OR
Brian
Eugene, OR
16 Ryan
Kevin
Mark
Ty
nike is coming. get ready.
NIKE YOU VS. YOU
COMPETITIONS/CHALLENGES/CLASSES/COMMUNITY
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SATURDAY/OCTOBER 18TH/2:0O PM UO REC FIELDS
pop up events/You vs. you Capitalizing on the “ready for anything” mantra of high intensity training, Nike would bring events around the country that bring the community of the online Nike X platform to the physical world. “You Vs. You” reflects the tenacity of the workout warrior and how they’re always pushing themselves to be better than yesterday. They can put this into practice by competing in challenges, learning new skills in group classes, and meeting other strong willed individuals.
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Through our research on the workout warrior, we found that there are two different types of consumers to address. The active participant is already very involved in high intensity training and often looks to their coaches for direction. The newer participants looks to their friends for advice and often wear what they already own from other sports for working out. We are addressing the active participant through Nike X by allowing them to connect with their current fitness community and explore different fitness lifestyles. In order to address the consumer who is newer to the high-intensity training culture, the You vs. You event challenges and educates the individual while introducing Nike’s presence in the market. 20
“ IN HERE, EVERYBODY KNOWS EACH OTHER'S NAMES. NO MATTER IF YOU'RE THE FIRST ONE TO FINISH WORKING OUT OR THE LAST ONE, EVERYBODY ENCOURAGES EVERYBODY.” 21
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