Imagine having a powerful performance product at a perfect price. Then the athleisure trend takes off, and with it, an explosion of competition. Instead of feeling the burn, you have to pivot.
First, we took on a category deep dive to discover what Gen X and Millennials were up to when it came to fitness. Truth was, the market, despite its boom, still wasn’t providing crucial things these consumers wanted—and therein lay the opportunity.
This expansive project included product clinics, digital lifestyle panels, a generational workout showdown, and a client willingness to implement a totally fresh take. The result: multiple innovations, including new merchandising, new formats, new brands, new shopping experiences—even new fabrics and styles.
Target loved it. In fact, one pro told us it was the best research she’d seen in a decade.
Namaste for now, competition.