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Parker has described the moves as “a massive transformation,” streamlining the company’s process from design to manufacturing and refining its sales experience using the data it has on more than 100 million “members” (Nike parlance for anyone who uses its training apps or makes a purchase through digital Nike Air Force 1 Femme Adidas Superstar Femme channels). He tapped Sussman, along with Heidi O’Neill, president of the new Nike Direct division, to oversee the efforts. Sussman is focused on using Nike’s own channels to offer richer and more personalized shopping experiences–and to deliver them on a vast scale. To that end, he’s been rolling out a slew of experiments across all of the company’s digital properties, which also include the Nike Run Club and Nike Nike Air VaporMax Mujer Training Club apps.
But these days, the company’s boldest–and perhaps most impactful–experiences are playing out on Snkrs. Though limited-edition drops aren’t an especially big part of Nike’s business (according to NPD’s Powell, they make up less than 5% of the entire sneaker industry), sneakerheads are highly coveted customers–and their enthusiasm has a halo effect. (Adidas’s relationships with the likes of Kanye West and Raf Nike Air Max 95 Womens Nike Air Max 90 Damen Pink Simons, for example, have dramatically changed perceptions of its brand.) What’s more, by tapping into its most obsessed customers, Nike is gaining insights on how to develop and activate a community, ideas that it can use in the sneaker wars to come.Home for the Snkrs squad is a gritty Manhattan office space known as S23NYC–named for its street address and Michael Jordan’s number. While the teams responsible for Adidas ZX 700 Mujer Nike’s other Nike Air Huarache Femme digital properties are located at the company’s Beaverton, Oregon, headquarters, Snkrs’s graffiti-filled outpost operates more like a startup. Until it was acquired by Nike in 2016, it was a startup, albeit one backed by Richard Branson, called Virgin Mega.
Virgin Mega’s founder, Ron Faris, helped develop the Virgin music festival while working in marketing for the company a decade ago. He was fascinated by how Nike Air Max 90 Damen excited Nike Air Huarache Femme kids got as they waited to get into the festival, and it occurred to him that there are both good and bad kinds of lines. That insight led him to launch Virgin Mega and create digital tools designed to gamify the experience of shopping for high-demand goods, including a virtual queue where fans could compete to get closer to the front and interact in other ways.
When Nike bought Virgin Mega, it tasked Faris, www.artelara.nl an affable www.laboamberieu.fr Brooklyn dad who favors flannel shirts and old-school Jordan sneakers, with turning Nike’s then-new Snkrs app into a test bed for the company’s digital efforts. “The idea,” says Sussman, “is that we’ll build for one product and reuse what we’ve built across the entire [Nike] portfolio.”Released to celebrate the 35th anniversary of the Air Force 1, the OFF-WHITE x Nike edition released exclusively at the second Nike Roshe Run Womens annual ComplexCon in Long Beach, California, alongside other Air Force 1s designed by Don C, Travis Scott, and more.