Traditional research couldn't reach the people shaping the culture
Understanding Gen Z sports culture across European markets required access to the grassroots leaders actually shaping it — run club founders, streetwear curators, sports collective organizers.
Traditional research was too slow, too expensive, and couldn't reach these communities. Surveys capture opinions. Communities reveal movements.
A global GenZ community of cultural experts, accessible on WhatsApp
We built a research community across 11 markets, reachable through WhatsApp — an app they already use every day — enabling async responses on their own time, in their own words.
The community gave Champion direct access to the people actually driving Gen Z sports culture, not respondents recruited through panels.
Strategic intelligence before competitors finished writing briefs
"Finally, research that doesn't feel like work."
Meet them where they already are
WhatsApp met participants where they already were. Async responses on their own schedule removed the friction of traditional research sessions.
The result: honest, high-quality insight from the people closest to the culture, delivered faster than competitors could finish writing a research brief.