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Nike discovered after the pandemic that people no longer used gyms to exercise but their own home or the street. They also noticed that the important thing behind physical exercise was no longer to achieve an athletic body but to improve personally day by day, prioritizing their mentality.
With this, they carried out a rebranding of the brand where the focus is more about progress than on the objective, emphasizing the process and the small advances or daily errors in sight and irregular compositions, using the error as end game.
