NIKE: NYC CULTURE RESEARCH
To help Nike NYC really connect with young, diverse communities, I was asked to join a team that jumped into a deep research sprint.
52 interviews across four boroughs in just eight days. My role was lend insight and map out where the energy was actually coming from
neighborhoods, subcultures, mindsets. We weren’t pushing product. We were listening. Tapping into how this new generation talks about
identity, politics, creativity, and what really moves them. Those insights helped shape projects like the Parks & Rec AF1s, the De Lo Mio
launch in Washington Heights, AM LA MEZCLA in Queens, and even how Nike showed up at Brooklyn Flex dance events. It was about
getting out of the bubble and rooting the brand in the real NYC not just Manhattan, but the full story of it all.