Global social strategy + consumer intelligence.
Culture moves fast. Chasing it is usually how brands end up behind it.
Jordan isn't just basketball. It's sport, fashion, music, sneaker culture and identity; all moving at different speeds within different audiences. The work sat at the intersection of Jordan social, consumer intelligence and performance – helping the brand understand what was moving, why, and where to go next. The opportunity wasn't to make more noise. It was to understand the signals – connecting what people were doing with what they cared about, then turning that intelligence into sharper creative and social decisions. Taking the "in-between" signals to capture new loyalty streams.
The Signals.
Social + consumer intelligence
Editorial testing + strategic reporting
Working alongside Jordan's global social teams, we built reporting and testing frameworks designed to move beyond what happened and get closer to why. Quarterly reporting, Women's analysis, channel performance and consumer behavior became inputs for strategic recommendations – connecting the data back to creative, culture, and the decisions teams needed to make next.
The Shift.
From reporting, to intelligence.
The goal wasn't another performance report. It was a clearer connection between consumer behavior, channel performance and creative decision-making – turning social intelligence into something teams could actually use.
