University of Hertfordshire · 4CTA2054 Concept to Customer · Session 1

Pick your territory

Your first move on the Nike Asian range brief. Fill this in before Session 2 (Fri 16 Oct) and bring it with three reference images.

The brief in one line

You are Nike's creative and strategy team. Adidas cracked Asia first. Design Nike's answer: a culturally-led range for one Asian territory. Not imitation. Response.

1. Choose one territory

Pick the ground where you can name a real person, a real need, and a real place they buy. Not the coolest aesthetic.

China · GuochaoNational pride, streetwear, construction cues (pankou, layering). Xiaohongshu and Douyin. South Korea · K-popDance, team dressing, off-duty style, fandom communities (Weverse). Idol approval is real. Japan · CraftArchive detail, subculture, collectible packaging, specialist stores, creator authorship. Thailand · Football/TikTokFootball belonging, jersey street style, Songkran, video commerce on TikTok Shop.

2. Name one real person it is for

Age, city, and what they do on a normal Tuesday. If you cannot picture their Tuesday, you do not know them yet.

3. Write your one sentence

Complete it. Evidence matters more than ambition.

Nike's range for them should

because

4. The culture test

Remember the adidas lesson: decoration can be copied overnight, construction shows you did the homework.

One construction or design decision that carries the culture (not a print):

5. Three reference images to bring

Real campaigns, products or street photos from your territory. Note what each one teaches you.

Image 1 and what it shows:
Image 2 and what it shows:
Image 3 and what it shows:

Check yourself

Could another brand copy your idea in a week? If yes, go deeper. The best answers sit in product, construction and who made it, not in colour and a celebrity.

Session 1 worksheet · Tutors: Morchen Liu and Nicola De Main · Portfolio 70% + Audio presentation and A3 summary 30% · Deadline 16 January 2026, 16:00 via Canvas.