case studies


The brief:
With the UK retail market becoming increasingly sophisticated and competitive, Nike needed to upskill its young sales and management team to compete more effectively, increase distribution and improve margins.

Our response:

  • Advanced sales training for European account managers
  • ‘Train the Trainer’ programme for Nike internal trainers - to deliver Spence Associates' training programmes in multiple European languages including: Spanish, Italian, French and German
  • Design, development and delivery of 3 year sales and management training programme - comprising 12 separate modules


  • Negotiated margins at retail improved significantly, as did the brand’s overall terms within key multiple accounts.
  • Accelerated growth and development within the team, with key individuals experiencing rapid career progression as they moved to take on senior positions across Europe.