SNKRS is not an App

Client
Nike Basketball

Role
Creative Strategist

Type
Product Strategy

With a passionate fanbase — and a roster of designers, collectors, athletes, and other influential figures — at its disposal, Nike wanted to integrate its SNKRS e-commerce app into its social ecosystem. Nike approached us to develop a social strategy for SNKRS, one that would help grow their audience, drive engagement on the platform, and foster a global community of sneakerheads.

It’s Gotta Be (More Than Just) The Shoes

The biggest impediment for the aspiring sneakerhead is how difficult it can be to buy the culture’s most hyped releases. And with many of the scene’s OGs having built their collections when the shoes were (relatively) easier to purchase, many new fans find themselves on the outside of a culture that’s become prohibitively expensive to participate in. While adjusting the levers of supply and demand was beyond the scope of this engagement, one thing we could offer SNKRS audiences were ways to be a part of sneaker culture without having to break the bank.

Say ‘Thank You,’ not ‘You’re Welcome’

We developed an always-on, multi-platform digital strategy designed to facilitate two-way conversations between the brand and its audiences, and integrate SNKRS content onto their sport- and region-specific social channels. Built around the manifesto SNKRS is Not an App, the playbook redefined SNKRS not as a platform for buying and selling shoes, but as the center of gravity for a global community of people who love them.

Gallery

Let’s work together ↯

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SNKRS is not an App

Client
Nike Basketball

Role
Creative Strategist

Type
Product Strategy

With a passionate fanbase — and a roster of designers, collectors, athletes, and other influential figures — at its disposal, Nike wanted to integrate its SNKRS e-commerce app into its social ecosystem. Nike approached us to develop a social strategy for SNKRS, one that would help grow their audience, drive engagement on the platform, and foster a global community of sneakerheads.

It’s Gotta Be (More Than Just) The Shoes

The biggest impediment for the aspiring sneakerhead is how difficult it can be to buy the culture’s most hyped releases. And with many of the scene’s OGs having built their collections when the shoes were (relatively) easier to purchase, many new fans find themselves on the outside of a culture that’s become prohibitively expensive to participate in. While adjusting the levers of supply and demand was beyond the scope of this engagement, one thing we could offer SNKRS audiences were ways to be a part of sneaker culture without having to break the bank.

Say ‘Thank You,’ not ‘You’re Welcome’

We developed an always-on, multi-platform digital strategy designed to facilitate two-way conversations between the brand and its audiences, and integrate SNKRS content onto their sport- and region-specific social channels. Built around the manifesto SNKRS is Not an App, the playbook redefined SNKRS not as a platform for buying and selling shoes, but as the center of gravity for a global community of people who love them.

Gallery

Let’s work together ↯

Back to projects

SNKRS is not an App

Client
Nike Basketball

Role
Creative Strategist

Type
Product Strategy

With a passionate fanbase — and a roster of designers, collectors, athletes, and other influential figures — at its disposal, Nike wanted to integrate its SNKRS e-commerce app into its social ecosystem. Nike approached us to develop a social strategy for SNKRS, one that would help grow their audience, drive engagement on the platform, and foster a global community of sneakerheads.

It’s Gotta Be (More Than Just) The Shoes

The biggest impediment for the aspiring sneakerhead is how difficult it can be to buy the culture’s most hyped releases. And with many of the scene’s OGs having built their collections when the shoes were (relatively) easier to purchase, many new fans find themselves on the outside of a culture that’s become prohibitively expensive to participate in. While adjusting the levers of supply and demand was beyond the scope of this engagement, one thing we could offer SNKRS audiences were ways to be a part of sneaker culture without having to break the bank.

Say ‘Thank You,’ not ‘You’re Welcome’

We developed an always-on, multi-platform digital strategy designed to facilitate two-way conversations between the brand and its audiences, and integrate SNKRS content onto their sport- and region-specific social channels. Built around the manifesto SNKRS is Not an App, the playbook redefined SNKRS not as a platform for buying and selling shoes, but as the center of gravity for a global community of people who love them.

Gallery