The Approach:
We took a global approach and met these Youth and Teen Focused Performers on their home turf – in the US and China. We met them on the pitch, gridiron, courts and gyms to understand everything about what life as a Focused Performer is like – and the brands that help them on this journey.
We then went in-home to celebrate their trophy cases, investigate their closets and overall: get a deep understanding of the brands, apparel and equipment powering their journey.