Nike: Redefining the Bra Fit Experience

Opportunity 

Nike apparel innovation set out to transform how consumers identify the right bra fit across its new 31-size catalog. The challenge was ensuring athletes could quickly and confidently find their “ideal fit”—both in-store and online—without friction. Nike partnered with Verify to explore consumer behaviors, test hypotheses, and design experiences that balanced accuracy with ease.

Work

To tackle the challenge, Verify began by synthesizing existing research, both internal and external, to ground the project in a strong understanding of how consumers think about bra fit. From there, we conducted in-depth interviews in key U.S. cities to capture firsthand perspectives on sizing, comfort, and decision-making. With these insights, we developed and tested mock retail and digital fit experiences, running multiple iterations with consumers in Los Angeles, New York, and Portland. Each round of testing informed refinements, helping us shape prototypes that aligned with real-world needs and expectations.

Impact

The engagement delivered Nike a clear roadmap for the future of bra fit. We identified the factors that mattered most to consumers when choosing a bra and uncovered how physical retail experiences and digital journeys could work together to support confidence in fit. The result was not just a set of recommendations, but tested experience prototypes that provided Nike with actionable tools to guide ongoing innovation in women’s apparel.