SNKRS was already the go-to app for sneaker drops, but Nike saw an opportunity to turn it into a hub for sneaker culture as a whole. The challenge was to go beyond just product drops and tap into the hearts and minds of sneakerheads worldwide — connecting with both the passionate fanbase and the local stores that fuel the culture. Nike turned to Artemis Ward to build a strategy that would establish SNKRS as the digital home of sneakerhead culture, driving meaningful engagement and fostering a true community.

We developed a social strategy and community-building playbook that integrated live and on-demand content with a focus on creating authentic, ongoing conversations within the sneakerhead community. The strategy not only connected sneakerheads to one another but also to their local stores, giving the app a distinctly community-driven feel. Our approach brought in new audiences, deepened engagement, and reinforced SNKRS as a cultural hub, while strengthening the bond between Nike and the global sneaker community.