SNKRS Brand Evolution
2024 - 2025
SNKRS launched in 2015 as an invite-only app paired with a bold, physical activation, marking a new chapter in Nike’s digital innovation. It helped unite a passionate community and pushed sneaker culture into new and unexpected spaces. Since then, sneaker culture has evolved and the landscape has become more crowded and transactional, placing SNKRS at an inflection point. This moment presented an opportunity for SNKRS to move beyond launches and shift the conversation around what sneaker culture can be.
Through a new brand positioning, visual refresh, and flexible design system, we established the next chapter of SNKRS to drive cultural relevance authentically through sport, youth, and subculture. SNKRS becomes a home for sneaker culture, offering thoughtful curation, deeper community connection, and experiences that expand and connect digital and physical worlds.
Role: Brand Strategy, Design & Art Direction, Design System, Digital Design
Through a new brand positioning, visual refresh, and flexible design system, we established the next chapter of SNKRS to drive cultural relevance authentically through sport, youth, and subculture. SNKRS becomes a home for sneaker culture, offering thoughtful curation, deeper community connection, and experiences that expand and connect digital and physical worlds.
Role: Brand Strategy, Design & Art Direction, Design System, Digital Design
Collaborators: Nike Global Brand Management, Nike Global & Geos SNKRS Brand Marketing, Nike Global Digital Design
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