"State of Youth" was a comprehensive global research study conducted in partnership with Nike and On Road, examining the attitudes, behaviors, and mindsets of Gen Z across three major cities: London, New York, and Seoul. The research engaged with over 60 young people aged 13-25 who were active in various sports and creative pursuits.

I interpreted the research and interviews to develop multiple territories and narrative buckets to support Nike’s GTM strategy. Report available on request.