Brand
Culture
Insight
Foresight
Lifestyle Positioning
Helping lululemon understand the universe around their global casualwear positioning.
Gen Z vs Gen Y
Created a global strategy to introduce a new generation of gamers to Halo, while sparking fun, cross-generational competition.
Yoga Positioning
Created a global strategy to maintain and defend the brand’s leadership in yoga.
Point2 Activation
Brought together running and creative communities through cultural programming and experiential events in Protein STUDIOS and in NYC - recreating the feeling of euphoria which accompanies running the marathon.
Night Embassy
Incepted and ran the global Night Embassy programme in Berlin, Bogotà, Johannesburg, Moscow, Nairobi, Paris, Sao Paulo and Tokyo.
Bad Bunny Partnership Strategy
Create a strategic vision and framework - grounded in authentic cultural insights - that will elevate the adidas x Bad Bunny partnership.
Monthly Insight Drops
Created monthly debriefs of Nike consumers (current and potential) to prompt and
test different concepts and topics, relevant to the success of Nike Women’s business.
.Swoosh Launch
Led the community launch strategy and execution for .Swoosh - Nike's virtual sneaker marketplace.
Future of Influence
Developed the strategy to help Nike Global Futures team remain influential by adapting and growing alongside emerging models of influence.
Future of Materials
Helped Nike understand how important, and how well understood, new innovations in materials are for consumers.
Cultural Leadership
Helped senior stakeholders better understand the commercial role of culture - demonstrating how cultural leadership can strengthen brand equity, increase relevance, and support long-term business transformation.
Global Luxury Strategy
Helped to define the shape, direction and strategy of a new global luxury brand from Jordan.
Gen Z Research
Helped Calvin Klein connect with a global Gen Z audience through a content series that reflects their wants, needs and inspirations.
Global Whiskey Study
To improve consumer centricity for key scotch brands we captured global insights that reflect how they interact with the category now and not get lost in more speculative or aspirational interpretations.
JD Consumer Study
18 months of ongoing qualitative research to gain a nuanced and hyperlocal understanding of the male JD consumer across key European cities.
Gen Z Sustainability Research
Understanding TikTok users' relationship with sustainability - from their interpretation of what it means, to their attitude and opinion of sustainable projects from brands.
Beauty Category Research
Identified and developed the opportunities areas to enter the Indian beauty market - outlining a clear roadmap to building a successful portfolio of prestige beauty brands.
Families Research
Understand UK and US families’ product needs, frustrations, and joys inside and outside of the home - relating to Hydro Flask current and future product categories.
Creative Testing
Helping Google understand who and how to engage with Gen Z on TikTok in future creative campaigns.
Cultural Safari
A 3 day immersive field trip to Chicago, to deepen Reebok’s connection to the City and its sport, fashion, and music scenes.
Impact Report
A Physical Activity Impact Report for the World Federation Sporting Goods Industry. The first in an ongoing series of impact reports to showcase best practices from sporting goods brands in promoting physical activity globally.
Future Creatives Report
A collaborative report that highlights the challenges and changes facing the creative industry today as told by industry experts, educators as well as the next generation of creatives.
Friendship Report (2019 + 2021)
We spoke to 10,000 Gen Z globally to help Snapchat understand what friendship means today.
Future of Dating
We asked 2,000 Millennials and Gen Z in the United Kingdom, France, Germany, Spain, Netherlands and Ireland questions around their dating app habits (the good and the bad) and their personal preferences from initial swipe to meet up.
Quarterly Inspiration Drops
Helping the fragrance and beauty team understand what feels relevant now and next in luxury, with a focus on emergent case studies that challenge traditional ideas of influence.
Global Storymining
On-going exploration into the Future of Sport through the Nike Social Community Impact lens - speaking to the next generation of kids, coaches and employees around the worlds who are shaping, driving and defining their communities from the ground up.
Protein AGENCY helps global brands make sense of the world around them.
What Protein AGENCY does
Protein AGENCY is a global brand consultancy specialising in cultural insight, strategy and brand activation, helping brands like Nike, Chanel and Pernod Ricard stay relevant since 1998.
Services
- Cultural insight & research
- Brand strategy & positioning
- Brand activation & campaigns
Selected clients & projects
- lululemon — Lifestyle Positioning
- XBox — Gen Z vs Gen Y (2026)
- lululemon — Yoga Positioning
- ON Running — Point2 Activation
- Jägermeister — Night Embassy
- Adidas — Bad Bunny Partnership Strategy
- Nike Womens — Monthly Insight Drops
- Nike Virtual Studio — .Swoosh Launch
- Nike — Future of Influence
- Nike — Future of Materials
- L'Oreal — Cultural Leadership
- Jordan — Global Luxury Strategy
- Calvin Klein — Gen Z Research
- Pernod Ricard — Global Whiskey Study
- Puma — JD Consumer Study
- TikTok — Gen Z Sustainability Research
- Estée Lauder — Beauty Category Research
- Hydro Flask — Families Research
- Google — Creative Testing
- Reebok — Cultural Safari
- WFSGI — Impact Report
- D&AD — Future Creatives Report
- Snapchat — Friendship Report (2019 + 2021)
- Bumble — Future of Dating
- Chanel — Quarterly Inspiration Drops
- Nike SCI — Global Storymining
Learn more about Protein AGENCY.