Research & Strategy
Helping Brooks resonate with Gen Z by translating cultural insights into brand positioning, campaigns, and product storytelling.
Client Ask: Develop a brand strategy for Brooks to authentically connect with Gen Z. Translate competitive, cultural, and consumer insights into actionable recommendations for brand positioning, marketing campaigns, product storytelling, and future activations.
What I did: Led a Gen Z research and strategy initiative to uncover how Brooks can deepen cultural resonance with younger runners. My work includes designing and analyzing a consumer survey, auditing Brooks’ current social and cultural footprint, conducting focus groups with runners, and synthesizing insights into actionable recommendations for brand positioning, community activations, and social storytelling.
This project is currently in progress. Check back for updates soon…