Understanding the evolving shifts in sneaker culture.
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Nike
Live Client
Ask
Examine how shifts in mainstream, streetwear, and high fashion should shape marketing, positioning, and consumer engagement within the Nike SNKRS app.
Problem
Nike is experiencing a decline in excitement around its brand and sneaker app, reflected in stock performance and sentiment, while there is confusion around the brand’s key challenges and solutions.
Methodologies
Man on the Street: 34 Individuals, 4 Location Types
Interviews: 2 (one sneaker head focused & one fashion forward)
Focus Group: 3 Self Proclaimed Sneakerheads
Survey: 26 Questions, Aided and Unaided, 151 Respondents
Desk Research: MRI Simmons
Live Client, Consumer Research, Cultural Insights & Strategy
My Role
Construct research objectives, multi-methodology executions, interview coordinations, synthesize research, timeline management, insight generation, and strategic solutioning.
Objective
Investigate how the rise of secondhand platforms have reshaped consumer perceptions of sneaker culture and the relationship between footwear and fashion, while specifically evaluating user motivations and the overall digital buying experience.
Shopping, whether that's online or in person, is viewed as an experience that is fun and stress relieving.
3 in 5
Gen Zers​
have engaged in “retail therapy” to improve their mood.
54%
of Americans consider “retail therapy” a form of self-care.
But when looking at the Nike shopping experience,
“A virtual queue is more rage & infuriation, you’re just sitting behind a phone and you do verification to not be a robot, but robots are still beating out humans.”
MOS
“Sneaker Release Trauma is the feeling of nothingness that absorbs your happiness and decimates your soul the second you lose a sneaker raffle.”
D. Watkins
MOS
the SNRKS app is lacking the joy that once surrounded sneaker culture.
Insight
Adults want a place where they can feel that child like joy again.
“Camp outs were fun, you could make connections, they need to focus on that more. SNKRS killed this.”
MOS
In 2024, adults accounted for more toy sales than preschoolers, with nearly half (43%) purchasing a toy for themselves.
Circana
“[Sneaker drops used to be] Adults acting like kids, anxiety and chaos, in a good way.”
Interview
How can Nike implement this?
Build anticipation and excitement around sneakers through the app.
Hide Michael Jordan in the UX to unlock sneaker deals.
Integrate retro games to access sneaker drops.
Drop chats to talk with friends and other Sneakerheads.
