Case Study: Nike Pacific co-creates an inclusive future of football with Today

Nike Pacific engages 24 Gen Z co-creators with Today

Nike Pacific partnered with the vendor Today to explore how young women, girls, and gender-diverse people imagine an equitable future for football and sport in 2030. The challenge was to authentically engage this Gen Z audience during the peak of Melbourne’s COVID lockdown to gather insights for Nike's creative and marketing strategy.

Today implemented a unique co-creative solution by sending out kits and hosting a week-long research session in a closed Discord group. This approach fostered safety and trust, empowering 24 participants to share their visions through creative outputs like vlogs and playlists. The project provided Nike with key insights for its Pacific region marketing and added a fundamentally co-creative method to its customer engagement toolkit, also winning a Good Design Award for Design Research.

Nike Pacific