Nike Value Stores play an important role as an accessible entry point to the brand across EMEA. While these stores attract a high volume of visitors, converting that traffic into purchases is not always straightforward. Consumers come with strong expectations around value and experience, yet their needs, behaviours and motivations vary widely across locations and contexts. Nike wanted to better understand who their value store consumers are, how they shop, and what shapes their in-store decisions in order to identify opportunities for improvement. 

Fronteer conducted a qualitative research programme to build a deep understanding of Nike Value Store consumers across EMEA. This included desk research, expert interviews, and immersive market visits across multiple countries. Over 300 in-store interviews with consumers and store athletes provided first-hand insights into behaviours, expectations and decision-making. These inputs were synthesised into clear consumer profiles and key themes, forming a shared understanding that informed the overall direction of the project.

The project delivered a clear and structured understanding of Nike Value Store consumers, including distinct shopper profiles and their underlying motivations. These insights were translated into a strategic direction that helps guide future decision-making across store formats and markets. It provides Nike with a shared foundation to enhance the in-store experience, strengthen relevance for different audiences, and support more consistent performance across the value channel.