4CTA2054 Concept to Customer · Session 3 · Worksheet
Nike Audit and Customer Profile
Name: ______________________ Group / territory: ______________________
The rule for both parts: use the exact words from the word bank at the back, and next to every claim write a source and date, or the word untested. Untested is allowed. Invented is not.
Part A · Nike Audit
A1. Brand codes. Six rows. At least two codes from the session (Swoosh, Just Do It, athlete first, Air, Flyknit, ZoomX) and at least one franchise (Air Force 1, Air Max, Dunk, Air Jordan, Pegasus, Cortez).
| Code or choice | Fixed or flex? | Evidence (source, date) | How our range uses it |
|---|
| Air Force 1 shape | Flex, on purpose | Nike x Nigo LO2, Nike newsroom, 22 Apr 2026 | Keep the AF1 base; change the leather, not the shape |
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A2. Identity prism (Kapferer). One line per facet, about Nike now. Use one word bank word where you can.
| Facet | Nike now | Evidence (source, date) |
|---|
| Physiquesee and touch | | |
| Personalityif Nike were a person | | |
| Culturevalues and roots | | |
| Relationshiphow it treats you | | |
| Reflectionwho is in the ads | | |
| Self-imagehow buyers feel | | |
A3. Brand personality (Aaker). Score Nike 0 to 3 on each dimension, then circle the strongest one.
| Sincerity | Excitement | Competence | Sophistication | Ruggedness |
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A4. Extension fitDoes our range fit Nike? High, medium or low, and why.
A5. The Swoosh testCover the logo. What still makes our idea Nike?
A6. Trickle down or bubble up?Which way does our idea travel, and from whom?
A7. For our range, Nike is not...Your reading, not a Nike rule.
Part B · Customer Profile
Describe one working segment in your territory. Pick words from the word bank: at least three words, from at least two groups. Leave age, city or budget blank if no evidence supports them.
Too vague“Our customer is young people who like fashion and sport.”
Write it like this“Our customer is comfort-led, value-conscious and community-driven: 31% of Thai 18 to 29s choose clothes for comfort (YouGov, 2025); community-driven still to test in interviews.”
| Profile field | Word bank word(s) | What it means for this customer | Source, date / untested |
|---|
| Why they buymotivation | | | |
| What they value | | | |
| How they behave | | | |
| How they livemoment, activity | | | |
| Barrierwhat stops them buying | | | |
| Channeldiscover, then buy | | | |
| Price comparisonreal, dated, local currency | | | |
B2. Our customer in one sentenceThree word bank words, each with a source or marked untested.
B3. Self-image checkHow does this customer want to feel in Nike? Does it match A2?
B4. Biggest evidence gapAnd how I will fill it before Session 4.
Word bank · describing the customer
Tick the words you use. Every word needs evidence behind it in your report.
Why they buy (motivation)
- Ego-driven
- buys to be seen and admired; the product says something about them
- Status-seeking
- wants signs of rank: limited, expensive or hard to get
- Achievement-driven
- buys to hit a goal: a faster 5k, a first marathon
- Belonging-seeking
- buys to fit into a group, team or scene
- Self-expressive
- uses what they wear to show personal taste
- Identity-led
- buys what matches who they believe they are
- Performance-obsessed
- judges everything on what it does for their sport
What they value
- Comfort-led
- comfort decides the purchase, ahead of trend
- Comfort-seeking
- looks for comfort first, then other things
- Quality-focused
- pays more for materials and build that last
- Value-conscious
- wants the most for the money, not the cheapest
- Price-sensitive
- a small price rise stops them buying
- Authenticity-seeking
- wants the real thing and the real story
- Sustainability-minded
- checks impact, materials or repair before buying
- Heritage-loving
- drawn to archive, original and classic models
How they behave
- Trend-led
- follows what is new and visible right now
- Early adopter
- buys new products first, before the crowd
- Drop-chaser
- queues and enters raffles for limited releases
- Collector
- buys to keep, often several of one model
- Brand-loyal
- returns to the same brand by habit or trust
- Deal-hunting
- waits for sales, outlets and codes
- Research-heavy
- compares specs and reviews for a long time
- Review-reliant
- will not buy without reviews from others
- Community-driven
- buys what their club, crew or online group backs
- Digitally native
- discovers, chooses and pays mostly on a phone
How they live
- Everyday mover
- walks, commutes and moves all day; wants all-day wear
- Weekend runner
- runs for fun at weekends; not a racer
- Gym regular
- trains indoors several times a week
- Football supporter
- follows a club; wears the shirt off the pitch
- Streetwear-led
- dresses from street culture, sneakers first
- Hybrid work and leisure
- one outfit for desk, gym and evening
- Social sharer
- posts outfits, runs and drops online
Word bank · auditing the brand
Brand personality (Aaker, 1997)
- Sincerity
- honest, down to earth, wholesome
- Excitement
- daring, spirited, imaginative, up to date
- Competence
- reliable, intelligent, successful
- Sophistication
- upper class, charming, refined
- Ruggedness
- tough, outdoorsy, strong
Identity prism (Kapferer)
- Physique
- what you can see and touch: logo, product, colour
- Personality
- the character, if the brand were a person
- Culture
- the values and roots behind the brand
- Relationship
- how the brand treats you, and you it
- Reflection
- the customer the brand shows in its ads
- Self-image
- how buyers see themselves when they wear it
Audit words
- Brand code
- a recognisable element repeated on purpose
- Fixed
- must not change, or it stops being Nike
- Flex
- can change safely while still reading as Nike
- Franchise
- a long-running product family, e.g. Air Max
- Extension fit
- how well a new product matches the parent brand
- Trickle down
- a style moves from elite to mass (Simmel)
- Bubble up
- a style moves from street to brand (Polhemus)