Stepping Into Sneaker Culture
Stepping Into Sneaker Culture
Client
adidas
Year
2023
Category
Portfolio
Introduction
Introduction
Introduction
In the latter part of 2023, a primary focus for the team was to address the challenge of fluctuating user engagement. The business wanted to transition from sporadic hype-driven spikes to sustained involvement. With several teams sharing a common goal and KPI, the need for a holistic solution became apparent. Before delving into potential solutions, the team recognised the importance of gaining a deeper understanding of user behaviours within the Confirmed app's natural context and the broader ecosystem it operates within.
In the latter part of 2023, a primary focus for the team was to address the challenge of fluctuating user engagement. The business wanted to transition from sporadic hype-driven spikes to sustained involvement. With several teams sharing a common goal and KPI, the need for a holistic solution became apparent. Before delving into potential solutions, the team recognised the importance of gaining a deeper understanding of user behaviours within the Confirmed app's natural context and the broader ecosystem it operates within.
In the latter part of 2023, a primary focus for the team was to address the challenge of fluctuating user engagement. The business wanted to transition from sporadic hype-driven spikes to sustained involvement. With several teams sharing a common goal and KPI, the need for a holistic solution became apparent. Before delving into potential solutions, the team recognised the importance of gaining a deeper understanding of user behaviours within the Confirmed app's natural context and the broader ecosystem it operates within.
Research
Research
Research
The diary study was conducted over 14 days to capture and compare behaviours between weekdays and weekends; where participants were recruited from United States, United Kingdom, Mexico, Japan and Spain. Across the different days, participants were asked to complete different missions. These missions were designed in different ways to achieve different objectives:
1. Understanding the context and environment
2. Capturing in-the-moment behaviour
3. Showing and telling us about their experiences
The diary study was conducted over 14 days to capture and compare behaviours between weekdays and weekends; where participants were recruited from United States, United Kingdom, Mexico, Japan and Spain. Across the different days, participants were asked to complete different missions. These missions were designed in different ways to achieve different objectives:
1. Understanding the context and environment
2. Capturing in-the-moment behaviour
3. Showing and telling us about their experiences
The diary study was conducted over 14 days to capture and compare behaviours between weekdays and weekends; where participants were recruited from United States, United Kingdom, Mexico, Japan and Spain. Across the different days, participants were asked to complete different missions. These missions were designed in different ways to achieve different objectives:
1. Understanding the context and environment
2. Capturing in-the-moment behaviour
3. Showing and telling us about their experiences
Below is a snippet to some of the insights that were gathered through the research:
From sole monologues to sneaker dialogues
The sneaker community is undergoing a transformation from one-way dialogues to dynamic conversations in the consumption of sneaker content. Traditional long-form articles are being replaced by shorter, community-generated write-ups and discussions, facilitated by social media platforms. Individuals are now seeking active engagement, sharing their unique perspectives, styles, and contributions to enrich the collective discourse surrounding sneakersThe evolving community
The sneaker culture has witnessed remarkable growth, bringing together a diverse community of enthusiasts. Among them, some express a nostalgia for the genuine connections of the past. The rise of the resale culture has introduced new motivations, raising concerns about the influence of profit-driven interests over genuine passion. Striking a balance between accessibility, digital connectivity, and preserving the traditional values that shaped the sneaker culture becomes pivotal for its enduring evolution.A journey of exploration
The sneaker scene embarks on a transformative journey of self-expression. Often initiated by friends, family, or personal explorations, individuals uncover a realm of comfort, confidence, and belonging. This experience spurs them to cultivate their unique style, embracing the excitement of trendsetting and merging fashion with sneaker culture. As time progresses, enthusiasts often transition from being motivated by hype and trend-following to evolving into collectors who prioritize personal preference and individuality.
Below is a snippet to some of the insights that were gathered through the research:
From sole monologues to sneaker dialogues
The sneaker community is undergoing a transformation from one-way dialogues to dynamic conversations in the consumption of sneaker content. Traditional long-form articles are being replaced by shorter, community-generated write-ups and discussions, facilitated by social media platforms. Individuals are now seeking active engagement, sharing their unique perspectives, styles, and contributions to enrich the collective discourse surrounding sneakersThe evolving community
The sneaker culture has witnessed remarkable growth, bringing together a diverse community of enthusiasts. Among them, some express a nostalgia for the genuine connections of the past. The rise of the resale culture has introduced new motivations, raising concerns about the influence of profit-driven interests over genuine passion. Striking a balance between accessibility, digital connectivity, and preserving the traditional values that shaped the sneaker culture becomes pivotal for its enduring evolution.A journey of exploration
The sneaker scene embarks on a transformative journey of self-expression. Often initiated by friends, family, or personal explorations, individuals uncover a realm of comfort, confidence, and belonging. This experience spurs them to cultivate their unique style, embracing the excitement of trendsetting and merging fashion with sneaker culture. As time progresses, enthusiasts often transition from being motivated by hype and trend-following to evolving into collectors who prioritize personal preference and individuality.
Below is a snippet to some of the insights that were gathered through the research:
From sole monologues to sneaker dialogues
The sneaker community is undergoing a transformation from one-way dialogues to dynamic conversations in the consumption of sneaker content. Traditional long-form articles are being replaced by shorter, community-generated write-ups and discussions, facilitated by social media platforms. Individuals are now seeking active engagement, sharing their unique perspectives, styles, and contributions to enrich the collective discourse surrounding sneakersThe evolving community
The sneaker culture has witnessed remarkable growth, bringing together a diverse community of enthusiasts. Among them, some express a nostalgia for the genuine connections of the past. The rise of the resale culture has introduced new motivations, raising concerns about the influence of profit-driven interests over genuine passion. Striking a balance between accessibility, digital connectivity, and preserving the traditional values that shaped the sneaker culture becomes pivotal for its enduring evolution.A journey of exploration
The sneaker scene embarks on a transformative journey of self-expression. Often initiated by friends, family, or personal explorations, individuals uncover a realm of comfort, confidence, and belonging. This experience spurs them to cultivate their unique style, embracing the excitement of trendsetting and merging fashion with sneaker culture. As time progresses, enthusiasts often transition from being motivated by hype and trend-following to evolving into collectors who prioritize personal preference and individuality.
Synthesis
Synthesis
Synthesis
The report was shared and presented to the broader organisation, resulting in a range of initiatives across different teams. Here are some of the initiatives that were developed.
Initiative 1: This is your week
Offering previews of upcoming product and engaging content on a regular basis to foster anticipation and community engagement.
Within the first months, it saw 17k users engaging (US only) and an increase in 10% content interaction conversion.
Initiative 2: Community showcase
Spotlighting diverse and innovative ways community members incorporate and style adidas products, serving as a source fo inspiration and encouraging self-expression.
The report was shared and presented to the broader organisation, resulting in a range of initiatives across different teams. Here are some of the initiatives that were developed.
Initiative 1: This is your week
Offering previews of upcoming product and engaging content on a regular basis to foster anticipation and community engagement.
Within the first months, it saw 17k users engaging (US only) and an increase in 10% content interaction conversion.
Initiative 2: Community showcase
Spotlighting diverse and innovative ways community members incorporate and style adidas products, serving as a source fo inspiration and encouraging self-expression.
The report was shared and presented to the broader organisation, resulting in a range of initiatives across different teams. Here are some of the initiatives that were developed.
Initiative 1: This is your week
Offering previews of upcoming product and engaging content on a regular basis to foster anticipation and community engagement.
Within the first months, it saw 17k users engaging (US only) and an increase in 10% content interaction conversion.
Initiative 2: Community showcase
Spotlighting diverse and innovative ways community members incorporate and style adidas products, serving as a source fo inspiration and encouraging self-expression.
Results
Results
Results
Synthesis
More Works More Works
More Works More Works
2024 Michelle gross
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2024 Michelle gross
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