global sports brand · China
stretching a performance brand into luxury
Established where the brand had permission to play in luxury and built the consumer, cultural and strategic playbook required to make the move credible.
can we credibly take it into luxury, and what would we need to change to make that work?
a global sports brand wanted to understand how its performance heritage could credibly stretch into luxury in china.
we mapped the mindset and behaviours of luxury consumers, identified where the brand had permission to play, and translated the work into a china luxury playbook.
what we designed
a luxury growth playbook defining the right consumer mindsets, cultural positioning and strategic principles across product, identity, retail, community and activation.
impact
the strategy helped inform the launch of jordan wings in china, translating jordan's performance and cultural heritage into a more elevated luxury expression
how we built the view
social listening across weibo, red and dewu · 36 luxury consumer interviews · 9 brand-insider interviews · 18 industry expert interviews · 6 movers & shakers interviews · store and wardrobe visits
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