Brand
Culture
Insight
Foresight
Gen Z vs Gen Y
Exploring how Gen Z and Gen Y relate to gaming, from identity and community to competition, creators and cultural codes.
Lifestyle Positioning
Helping lululemon build a global positioning for its Lifestyle category — Social+, Lounge and Outerwear — grounded in how dynamic athletes really dress, feel and express themselves.
Yoga Positioning
We explored yoga culture, consumer relationships and brand expectations across four markets to inform lululemon’s global yoga positioning.
Point2 Activation
Brought together running and creative communities through cultural programming and experiential events at Protein STUDIOS and in NYC — recreating the euphoria of the final 0.2 of a marathon.
Night Embassy
Incepted and ran Jägermeister Night Embassy — a global nightlife residency programme led by emerging talent and guided by local Creative Boards, from Berlin to Bogotá, Nairobi, Tokyo and beyond.
Bad Bunny Partnership Strategy
A strategic vision, partnership guidelines and manifesto — grounded in research with Bad Bunny fans and streetwear consumers — to elevate the adidas x Bad Bunny partnership.
Monthly Insight Drops
We helped Nike’s EMEA WMNS brand team explore Gen Z culture through quick-turnaround research and concise insight drops.
.Swoosh Launch
Framing Nike Virtual Studios’ .SWOOSH community experience around access, safety and innovation for audiences new to web3.
Future of Influence
Developed the strategy to help Nike's Global Futures team remain influential by adapting and growing alongside emerging models of influence.
Future of Materials
We explored how early adopters understand materials and sustainability, identifying the product priorities and material stories that resonated with them.
Cultural Leadership
We explored the cultural shifts shaping consumer behaviour and what cultural leadership could mean for L’Oréal’s brands.
Global Luxury Strategy
Helped to define the shape, direction and strategy of a new global luxury brand from Jordan.
Gen Z Research
We explored Gen Z’s personal experiences for Calvin Klein through friend-led interviews and self-ethnography, bringing individual perspectives into an insight film series.
Global Whiskey Study
We explored how culture, economic pressure and changing social rituals shape Scotch whisky consumption in Istanbul for Chivas Brothers.
JD Consumer Study
We explored how local culture shapes JD consumers’ style and product choices, connecting PUMA with young men and cultural insiders across five European cities.
Gen Z Sustainability Research
We explored how TikTok users in Italy and Spain relate to sustainability, identifying ways for brands to communicate credibly on the platform.
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
Exploring families’ everyday routines, frustrations and joys to identify unmet product needs and innovation opportunities for Hydro Flask.
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
We brought together member data and company examples for WFSGI’s first Physical Activity Impact Report, showcasing the sporting goods industry’s response to inactivity.
Future Creatives Report
We partnered with D&AD to explore what emerging creatives need to thrive, bringing together perspectives from 3,398 participants across more than 65 countries.
Friendship Report (2019 + 2021)
We combined research with 10,000 people across nine markets and expert perspectives to explore how friendship differs across cultures and generations for Snapchat’s 2019 Friendship Report.
Future of Dating
We partnered with Bumble to explore the future of dating in 2020, combining research with 12,000 Millennials and Gen Z across six markets with five expert perspectives.
Influence Drops
Quarterly influence drops helping Chanel's fragrance and beauty team understand what feels relevant now and next in luxury — through emergent case studies that challenge traditional ideas of influence.
Global Storymining
We examined youth sport in Warsaw and Riyadh for Nike SCI, exploring why access does not always translate into sustained participation, particularly for teenage girls.
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
- XBox — Gen Z vs Gen Y (2021)
- lululemon — Lifestyle Positioning (2025)
- lululemon — Yoga Positioning (2021)
- ON Running — Point2 Activation (2021)
- Jägermeister — Night Embassy (2019–2024)
- Adidas — Bad Bunny Partnership Strategy (2024)
- Nike Womens — Monthly Insight Drops (2024)
- Nike Virtual Studio — .Swoosh Launch (2022)
- Nike — Future of Influence (2022)
- Nike — Future of Materials (2022)
- L'Oreal — Cultural Leadership (2026)
- Jordan — Global Luxury Strategy
- Calvin Klein — Gen Z Research (2022)
- Pernod Ricard — Global Whiskey Study (2025)
- Puma — JD Consumer Study (2025)
- TikTok — Gen Z Sustainability Research (2021)
- Estée Lauder — Beauty Category Research
- Hydro Flask — Families Research (2021)
- Google — Creative Testing
- Reebok — Cultural Safari
- WFSGI — Impact Report (2025)
- D&AD — Future Creatives Report (2023)
- Snapchat — Friendship Report (2019 + 2021) (2019)
- Bumble — Future of Dating (2020)
- Chanel — Influence Drops (2025–2026)
- Nike SCI — Global Storymining (2026)
Learn more about Protein AGENCY.