NIKE / Sneaker Culture Personas
Define the broader set of sneaker enthusiasts beyond just the "sneakerhead". How could better understanding this group of people lead to more meaningful products and communications?
What we did:
Social listening: We worked with an analytics team to scrape social channels (Crimson Hexagon) to hear what types of conversations were happening around sneakers.
Ethnographic research: We went in-home with a number of consumer types to understand how they thought about sneakers, their relationships with various brands, and how they thought of themselves within the larger sneaker landscape.
Personas: We landed on 7 key personas, each anchored in consumer insight and data. Each persona proved unique and had very different motivations and drivers when it came to purchasing, wearing, and sharing their sneakers.