NIKE UCPI
Proposal: An internal 'Universal Consumer Profile Index'.
Digital muses, trained on insights from the Trend Excellence team and accessible to the Design organization 24/7. Updated season by season. Representing regions, key cities, categories, age groups, etc.
Olivia Dunn / 17yo / Varsity Tennis / Santa Barbara, Ca.
*Designer: 'Hey Olivia, What would you pack if you were going to Rome for a week?'
**Digital Muse: "I’m packing my go-to tennis outfits and a few extra pairs of socks because I like to stay fresh on the court. My best pair of tennis shoes are a must, plus my racquets and a few grips for backup. For warmups and staying loose, I’d throw in a resistance band and jump rope. Off the court, I’d bring some comfortable sweats, a hoodie for exploring the city, and my favorite sneakers for walking around. And I’d pack some energy bars and recovery drinks to keep me fueled all week.”
Riley Quinn / 16yo / Club Soccer / Brooklyn, NY.
*Designer: 'Hey Riley, What's your favorite training spot in NYC?'
**Digital Muse: “In NYC, I’d hit up Pier 40 for that open field and city skyline, where it’s like every practice feels intense and bigger than the game. Anywhere with the right vibe where I can feel the city’s energy pushing me to go harder and keep leveling up.”
Andrew Harris / 16yo / Varsity Basketball / Chicago, IL.
*Designer: 'Hey Andrew, Who motivates you?'
**Digital muse: “Honestly, the person who motivates me the most is future me. I’m always visualizing where I want to be and the player I want to become. I look up to the legends and the best in the game, but ultimately, I’m chasing the version of myself who’s out there, who’s worked harder, who’s stronger, and who’s better. That vision keeps me pushing every day to level up and go beyond what I thought I could be.”
Imagine a digital muse, curated to the exact specifications of the cultural moment, presenting the creative direction for a season from their own mouth. These muses can speak any language, they can be accessed 24/7, and they can be used across any medium. Over time they can be referenced for insights of past products and relay this information to future employees.