1. MOMOKO OKUDAIRA
RYAN LEVENSON
LAUREN BEAUCHEMIN
CHRIS JONES
Workout
warrior

2. HIGH INTENSITYTRAINING PROGRAMS ARE
RAPIDLY EXPANDING, ANDYOUNG PEOPLE ARE
SEEKINGTHEM OUT.
Nike needs to find a way to authentically connect to
this generation of workout warriors.
situation analysis

3. GENERATION YBORN BETWEEN 1985-2004

4. COACHING+
COMMUNITY+
ATMOSPHERE

5. “If I didn't want
to compete, i'd
work out alone”

6. MEETTHEWORKOUTWARRIOR
19-24YEAR OLD MALE
Appreciates his community
Values opinions and advice of coaches and trainers
Wants to be pushed harder
Enjoys a good competition

7. “embrace the suck and
embrace your triumphs
no matter how big or
little they are.”

8. COMFORT
COST
PERFORMANCE

9. OPPORTUNITY:
CULTIVATE + STRENGTHEN
THE FITNESS COMMUNITY OF
THEWORKOUTWARRIOR.

14. CROSSFITEVIVAThe Box
MEMBERS
Training videos and
workout videos from
around the globe
Group pages for gyms and
other communities

15. THEWORKOUTWARRIOR CAN
BE CREATIVE, ENTERTAINED,
AND CONNECTED ALLWHILE
PURSUING HIS FITNESS GOALS.