Situation:

The “Just Do It” mantra was hugely successful, but Nike needed to know where to go next. They were embraced by those who were athletic or aspired to be, but they weren’t yet attuned to enormous emerging needs of a smart, wealthy, and powerful group of consumers: females. With its long history of uplifting women and Faith writing the book “EVEolution: The Eight Truths of Marketing to Women,” BrainReserve was uniquely suited to help Nike unleash the power this market.
Challenge:

Conventional wisdom was to “pink it and shrink it” when marketing to women. What was needed instead was recognition of women’s need to elevate themselves – physically and spiritually – through fitness. Women craved a brand that understood and embodied their drive, dedication, and relentless pursuit of excellence. And respected their power: The greatest wealth transfer in history was burgeoning, with women as the primary beneficiaries, and so too were women spearheading a new entrepreneurial movement.
Solution:

The creation of a major new athletic-wear business that spoke to women with fit, colorways, point of sale, and messaging that understood their ethos and aspirations.

Results:

The creation of the $9B Nike Women Brand.