THE CHALLENGE

A global sneaker brand sought to renew their legacy sneakers’ strategy. The process required understanding where these models are succeeding and/or failing to develop and market products that appeal to the next generation of sneaker fans.

THE APPROACH
We engaged street fashion and sneaker experts to map how these sneaker models position in Tokyo’s evolving sneaker culture. Digital diaries delivered by young sneaker enthusiasts unveiled their take on personal style and how they make sense of classic sneaker models. In-depth interviews with selected respondents examined further the strengths and weaknesses of individual models.

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THE OUTCOME

The analysis unearthed fashion and style drivers of the younger generation and linked these to opportunity spaces for the brand. The insights informed on the growth areas for future classics portfolio innovation and communication.

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