The Modern Uniform

A Football Ethnography for Nike Sportswear

Served as Ethnographic Researcher and Project Manager for Nike Sportswear’s football style study, managing the life cycle of the project and delivering key insights to senior-level client executives.

Formulated the research methodology and conducted ethnographic research across three key markets (Los Angeles, Dallas, Cleveland) via moderating focus groups and one-on-one interviews to gain insights into the style of football athletes.

After 100+ hours of fieldwork I was able to notice patterns that resonated across various markets, as it pertains to:

• the style influences from media and other athletes.

• how a player creates their personal style (on and off the field).

• the finite process of how the athlete puts together their head-to-toe looks.

• Elements that prompt purchase consideration.

The findings were presented to relevant teams at Nike WHQ and recommendations were made on the specific product creation and message development for NFL & NCAA licensed merchandise.