Helping Nike understand youth culture and define their strategy in the Kingdom of Saudi Arabia

Regarded by many as the most conservative country in the world, Saudi Arabia is currently undergoing unheard-of change. On behalf of Nike, two of my colleagues and I spent the better part of a month in the kingdom's two largest cities Jeddah and Riyadh to puncture misconceptions about Saudi culture and to unveil some of its mystery. Participating in the local sports scene and interviewing youth, experts, and influencers, we were able to identify the core of youth culture and the role of sports in the New Saudi. The project resulted in the strategic direction and positioning for Nike in Saudi Arabia.