Something so simple as building a subsite to feature upcoming releases and then turning that website into an app has been one of the biggest reasons for success for the Swoosh and their Consumer Direct Acceleration. As Nike develops their sneakers, and they develop a ton of kicks which allows for a consistent stream of content to be created about the brand, they deliver updates. Some of those updates arrive in the form of leaks of sneakers a year out from releasing. Nike utilizes SNRKS desktop and app to announce the upcoming drops and to begin discussing the next season to remain on the mind of the consumer .
SNKRS, the app, and the launch page on Nike.com allows for a repetitive process which generates a considerable amount of revenue for any site willing to share the information about Nike/Jordan Brand’s upcoming drops. It doesn’t matter that a date can be pushed back. Nike invites media outlets to download High Quality images from Nike News and SNKRS to share. Nike delivers the narrative or story behind the shoe and while this gives media sites an almost cookie cutter approach to sneaker news, SNKRS becomes the source for the bevy of media outlets and by default those media outlets become an extension of Nike.
While I call the strategy simple, the reality is smaller brands have no ability to create at the same level. They do have a different strategy, but it seems those on the inside can’t quite figure out how to build a consistent stream of storytelling/content leaving their websites static. Consider the upcoming IPO of Allbirds and the billion dollar valuation. Nike has been around a lot longer and the brand can call on a catalog of heritage in both performance and lifestyle. Allbirds is a company with about 18 SKUs total. Those SKUs are redundant in look, materials and style. Allbirds has had one or two surprise collabs, but those limited edition drops don’t exist on the site anymore; not even as content which is a mistake. While Allbirds can’t deliver narrative on 18 SKUs, they can do a lot more to engage the consumer.
SNKRS, interestingly enough on the desktop, only provides pictures and explanations of upcoming releases. The site functions as a funnel to the app with “Notify Me” buttons where the visitor can be reminded of the sneakers releasing. What is intriguing about the SNKRS desktop is it is a repository of information on past releases. Nike doesn’t remove the shoes after they drop. The site delivers a Feed – In Stock – Upcoming menu where you can read about older sneakers and buy sneakers in inventory and get the date of release. adidas is one of the few sites that has followed this simple strategy with their Release Dates page: https://www.adidas.com/us/release-dates
The simple SNKRS Strategy is a template for any company, not just sneaker brands. More companies are starting to implement the tactic and that’s a good thing.