Understanding how Nike showed up meant looking beyond individual experiences. We immersed ourselves in the cultural and retail realities of each market: how people shop, where they gather, what influences them, and how category dynamics shift from one geography to the next. That context gave greater meaning to what we observed in-store and online.

We paired experience assessments with competitive intelligence, best-in-class benchmarking, and targeted consumer research. We studied established competitors alongside emerging players, looked beyond the category, and went deeper where the opportunity demanded it, from consumer studies to service-focused secret shops, to uncover not just what was happening, but why.

Qualitative observations and quantitative measures came together to show which opportunities mattered most and where, whether by category, retail partner, or market. Recommendations gave teams clear opportunities to pursue, while collaborative workshops brought Nike teams and retail partners together to build alignment, set priorities, and create momentum.

Over five years, the assessments evolved alongside Nike, its partners, and the world of retail. As new stores opened, competitive sets shifted, and new business questions emerged, we expanded our lenses, methods, and measures. Each assessment sharpened the next. Retail intelligence became retail elevation.