CULTURAL ANTHROPOLOGY: ETHNOGRAPHER
work
work
■Nike: Hair Dynamics In Sports
What Brought Me In
Nike was looking to deepen the conversation with women. A static insight regarding hair dynamics and performance sparked curiosity about the ways that Nike could play in this arena.
They needed to know: is this a space worth playing in? And if so, how should they show up?
The Approach
Through a mix of expert and participant interviews, observational sessions, private message threads and digital prompts across the U.S. and the U.K. we built trust quickly, surface unspoken needs, emotional drivers and new ways in for Nike.
What Emerged
The research made one thing clear: there’s no silver bullet for removing barriers. But just like Nike redefined comfort with Air Max, the path forward lies in what Nike does best—supporting people in reaching their peak performance.
For this audience, that meant more than a one-size-fits-all solution. It required a cultural shift—meeting them where they are, and moving with them.
Our insights reframed how Nike thought about cultural tension and audience expectation. We helped over 50 stakeholders across teams, functions, and senior leadership build a shared language of empathy and understanding.
The work sparked real conversations. What followed was a unified internal vision, strategic guardrails, and space for creative innovation—moving Nike from insight to action with clarity and purpose.
Note: Specifics are confidential and intentionally withheld.
reach me
My expertise has been applied to commercial advertising, corporate brand marketing, and various creative projects.