ASK:
To address Nike’s declining cultural relevance with Gen Z. Our team provided a strategic research project that proposes transforming the SNKRS app into a “niche hobby platform” modeled after Goodreads and Letterboxd, utilizing features like collection tracking and community feeds to foster authentic connection and self-expression.
Nike and its SNKRS app lack cultural relevance with young sneakerheads.
THe Challenge
The core objective of this project was to explore the values, behaviors, and social dynamics within Gen Z sneakerhead culture to understand how the brand can authentically connect through their reservation and secondary market apps.
The Target Audience:
The “Aesthetic Curator”
The research focuses on the Gen Z sneakerhead demographic,
specifically 18-to-25-year-old “Aesthetic Curators”.
These are individuals who view sneakers as an extension of their identity.
They are constantly collecting aesthetics online, value authenticity, crave discovery, and desire a community without gatekeeping.
Methodologies
To uncover the digital footprints of Gen Z, the team utilized a deep qualitative and quantitative approach:
Key Insights
The research revealed three fundamental truths about how this generation operates online:
1) SUBcultures are the new demographics
Cultural experiences are now fractured
across niche, online interests.
91% of 18- to 25-year-olds believe mainstream pop culture is a thing
of the past.
2) INDIVIDUALITY IS carefully curated
Aesthetic Curators heavily rely on User-Generated Content (UGC) and their peers to validate purchases. They seek “curated realism” within closed, niche digital communities like Discord.
Only 8% trust celebrities and influencers.
3) Authenticity is performed
While 92% of Gen Z say being true to oneself is vital, they also dramatically shift their self-presentation based on the platform they use.
“Everyone wants people to see what content
they consume”
Strategic Execution
Facilitating Gen Z Behaviors
Our strategy examined “Niche Hobby Apps” like Goodreads and Letterboxd, and we mapped the behaviors exhibited there (organization, motivation, and social display) to our “Aesthetic Curators.”
1. Organization (My Closet)
Enable users to document their style and track their collections by uploading outfit photos and logging purchases.
2. Discovery (Smarter algorithm)
Utilize a personalized discovery engine that analyzes a user’s closet to suggest highly relevant upcoming releases and colorways.
3. VALIDATION (Activity Feed)
Because Gen Z trusts peers over brands, Nike should host the conversation by creating a community forum for “sneaker talk,” reviews, and reactions.
4. Performance (Taste Showcase)
Allow users to publicly display their “Top 4” favorite pairs and wishlists on their profile so they can show off their authentic taste.
5. Deepening (The Nike Encyclopedia)
Build brand trust by sharing deep design stories and cultural history, catering to the sneakerhead’s desire for knowledge over consumption.
The Intended Impact
By tapping into the psychological behaviors of logging, sharing, and curating seen on external hobby apps, Nike can shift the SNKRS app from a transactional storefront to an authentic cultural hub.
This builds a service that finally lets sneakerheads authentically showcase their passion,
reigniting sneaker culture for a new generation.
The Team:
My Role:
- Deep Consumer Research
- Conducting in-person interviews
- Analyzing company and category trends to derive insights
- Cultivated our findings into a cohesive research proposal