Challenge

Physical activity is disappearing from our daily lives. Nike’s Sustainable Business and Innovation Lab contracted shiftN to build a broad systemic understanding of the drivers of physical activity and sports participation – and possible future trends. By better understanding these drivers, Nike, as well as other stakeholders could better target their efforts and investments and thus more effectively promote participation.

Contribution

shiftN gathered an extensive evidence base and worked with an international group of experts from academia and a range of industries to develop a visual platform for systemic thinking and strategising about sports participation. In addition, shiftN worked with design, communication and management consultants to investigate how emerging business models connected to the complex systemic patterns in which sports participation is embedded.

Impact

This work was used to to ground the Nike-led Designed to Move campaign that was launched in 2013 to promote physical activity as a path to health and success. The campaign was supported by a broad coalition of U.S. and international institutions.