NIKE - NOTHING BEATS A LONDONER

Nike felt they were losing touch with youth across London, giving up key market and cultural equity in a crucial European city. Partnering with advertising agency W+K, ON ROAD were tasked with finding out what makes Londoners aged 15 to 19 really tick in an effort to bring to life the voice of the city's youth in an exciting, irreverent way for the Nike brand. Key within this study was to challenge Nike's preconceived ideas of London youth, to find an opportunity to connect and, crucially, to find real and authentic stories straight from the lives of this young audience