A global brand, many local contexts

Nike reaches consumers across markets, but a global brand does not necessarily meet the same expectations everywhere. In this case study, we explore how cultural differences and values within target groups shape the challenge of connecting with consumers across regions.

Combining culture and values

We bring together THT Consulting’s Seven-Dimension Model of Culture and Glocalities’ values-based segmentation to examine how cultural context, values and lifestyles inform consumer behaviour. This combined perspective helps us consider where broad patterns hold and where a more local view matters.

Research across markets

The Glocalities survey included more than 48,000 respondents in 20 countries and 12 languages. Fieldwork took place in December 2013 and January 2014. For the regional analysis, we look at 16,420 respondents across Europe, North America, Latin America and Asia, including 4,837 Nike users.

Understanding a global audience

We compare Nike users with non-users and explore how consumer trends and underlying values vary across regions. This raises a central question for global brands: how can they remain recognizable worldwide while connecting with consumers in local markets?

From cultural insight to local relevance

At Glocalities, we use international research and values-based segmentation to help organizations understand audiences and shape relevant positioning and communications. Download the full case study to explore the audience profiles, regional comparisons and implications for brand strategy.