© AOQ 2026
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What will it take for Nike to matter again to the next generation of Londoners?
London doesn't forgive easily. By 2025, Nike was feeling it. A new generation of Londoners had grown up with their own relationship to sport, culture and the brands that show up in their lives, and Nike was no longer guaranteed a place in it. The brand needed to understand who these young Londoners really were, what they valued, and what it would actually take to earn their loyalty. AOQ was brought in to find out.
We immersed ourselves in the worlds of young Londoners. Across Brixton, Enfield, Chiswick, Hackney and Paddington, we went everywhere they went: stables in south west London, calisthenics gyms in Stratford, chess clubs on Brick Lane, capoeira classes, skate shops, bedrooms and community hubs. We spoke with people from every background and borough, going deep into what the city means to them, how sport fits into their lives, and what it would actually take for a brand to earn their loyalty.
A strategic insight report, a cultural map and an interactive platform that brought participants' worlds to life. It culminated in a live panel at a youth centre in Brixton, where young Londoners spoke directly to Nike's London and global leadership. The work helped reframe internal conversations around the city, giving Nike a clearer understanding of where credibility is earned and how culture is moving.
Nike London + W+K
AOQ/028/031/035
Understanding Young Londoners
What will it take for Nike to matter again to the next generation of Londoners?
© Ask One Question 2026
Contact Us
© Ask One Question 2026
Contact Us
What will it take for Nike to matter again to the next generation of Londoners?
London doesn't forgive easily. By 2025, Nike was feeling it. A new generation of Londoners had grown up with their own relationship to sport, culture and the brands that show up in their lives, and Nike was no longer guaranteed a place in it. The brand needed to understand who these young Londoners really were, what they valued, and what it would actually take to earn their loyalty. AOQ was brought in to find out.
We immersed ourselves in the worlds of young Londoners. Across Brixton, Enfield, Chiswick, Hackney and Paddington, we went everywhere they went: stables in south west London, calisthenics gyms in Stratford, chess clubs on Brick Lane, capoeira classes, skate shops, bedrooms and community hubs. We spoke with people from every background and borough, going deep into what the city means to them, how sport fits into their lives, and what it would actually take for a brand to earn their loyalty.
A strategic insight report, a cultural map and an interactive platform that brought participants' worlds to life. It culminated in a live panel at a youth centre in Brixton, where young Londoners spoke directly to Nike's London and global leadership. The work helped reframe internal conversations around the city, giving Nike a clearer understanding of where credibility is earned and how culture is moving.
Nike London + W+K
AOQ/028/031/035
Understanding Young Londoners
What will it take for Nike to matter again to the next generation of Londoners?
© Ask One Question 2026
Contact Us
What will it take for Nike to matter again to the next generation of Londoners?
London doesn't forgive easily. By 2025, Nike was feeling it. A new generation of Londoners had grown up with their own relationship to sport, culture and the brands that show up in their lives, and Nike was no longer guaranteed a place in it. The brand needed to understand who these young Londoners really were, what they valued, and what it would actually take to earn their loyalty. AOQ was brought in to find out.
We immersed ourselves in the worlds of young Londoners. Across Brixton, Enfield, Chiswick, Hackney and Paddington, we went everywhere they went: stables in south west London, calisthenics gyms in Stratford, chess clubs on Brick Lane, capoeira classes, skate shops, bedrooms and community hubs. We spoke with people from every background and borough, going deep into what the city means to them, how sport fits into their lives, and what it would actually take for a brand to earn their loyalty.
A strategic insight report, a cultural map and an interactive platform that brought participants' worlds to life. It culminated in a live panel at a youth centre in Brixton, where young Londoners spoke directly to Nike's London and global leadership. The work helped reframe internal conversations around the city, giving Nike a clearer understanding of where credibility is earned and how culture is moving.
Nike London + W+K
AOQ/028/031/035
Understanding Young Londoners