NIKE TEEN GIRLS ECOSYSTEM
We Believe
Girls are the Future of SporT.
With girls dropping out of sport 2X the rate of boys by age 17. We have a commitment to girls across the globe to create experiences and access to sport that is designed with them at the center.
PUBERTY IS THE STEEPEST DROP-OFF POINT FOR SPORT
Puberty itself is not the problem for girls. It’s the systems around her that are not set up to support her during this time
The Irony
SHE NEEDS SPORT MORE THAN EVER DURING THIS TIME
The benefits of sports will improve her physical, emotional and mental well-being during this transitional time. This is also the critical juncture in which sets up her relationship to sport for life
The Problem
Our Challenge
Girls and their parents don’t see girls in store or online, making it feel like she doesn’t belong at Nike.
Teenagers don’t want to be seen as kids anymore
Younger teens (12-14 yr old) prefer to shop at teens/ junior sections while older teens (15-17 yr old) prefer to shop at Women’s.
Nike digital journey doesn’t represent teenagers
Offers, guidance and tools, imagery, and curated content on .com are usually based on 12-year-olds and under, or adults.
Our Mission