Nike: Evolving Language Strategy
Ensuring language inclusivity.
Nike wanted to understand the current shift in language inclusivity in Spain, France and Italy, specifically focusing on gender neutrality, anglicisms, and neologisms. They needed to ensure their global brand's progressive and inclusive tone of voice in English was reflected in the local market. As an extension to the request, Nike also wanted to understand the language of disabilities in sport, sustainability, and racial discourse in these countries.
Challenges
- Constant shifts in language trends
- Understanding variations of DEI across languages
- Taking a stance that is backed by core values
Solution
- We conducted extensive research, including focus groups and interviews with in-market experts, to understand the sociocultural shifts and language trends.
- We shared strategic recommendations for a strategy that would allow Nike to evolve its language alongside these shifts while remaining true to its brand values.
- We delivered comprehensive reports with data, guidelines, and recommendations, giving Nike a fresh, bold, and up-to-date picture of the status of language in each market.
