THE CHALLENGE

An international sports brand was looking to renew their strategy for kids’ wear development and messaging. To achieve this, it was necessary to understand the role of play, sports and movement from the perspective of kids aged 4-13 and their parents.

THE APPROACH

We conducted a semiotic analysis on dominant and emerging codes in kids’ play and sports. This was informed by education specialists’ expertise on how these have evolved in and outside of school. We engaged kids and their parents in digital diaries to take a closer look at family dynamics, daily life, role of play and sports as well as preferences when it clothing and style which were brought to life in-depth interviews with kids and their parents.

THE OUTCOME

The insights informed the brand on the segments to prioritise in the Japanese market. This contributed to drawing cultural context sensitive guidelines for future kids’ product, content and experience development.

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