Live Client Research Project
Research Focus:
Explore the values, behaviors, and social dynamics within sneakerhead culture to understand how brands can authentically connect through their reservation and secondary market apps.
Deliverable:
A research report highlighting insights into sneakerhead culture and recommendations for authentic, community-driven advertising strategies and app experiences.
METHODOLOGIES
In-person interviews
7 interviews: sneaker store owners, employees,
and sneakerheads.
Social Listening and Surveys
50 survey respondents, primarily aged 23-35, and analyzed Reddit and social engagements.
Historical Research and Consumer Behavior
MRI Simmons and general research to understand consumers over time and how sneaker culture has changed.
KEY INSIGHT
While the original ask from Nike suspected sneakerhead culture is dying, moving away from resale apps, and leaving the culture behind, we found that ...
SNEAKERHEAD CULTURE ISN'T DYING.
IT MOVED.
To platforms where culture can be felt and participated in, conversations and image sharing started on MySpace, and is now in places like Reddit and Instagram.
SNEAKERHEAD CULTURE
The Barriers to Entry Built a Meaningful Community.
"When I was a kid, it was very, very hard to get. But that's what made the shoes so special. Because everybody didn't have it."
FYBB Store Manager, Richmond, VA