SNKRS app is the online shop of Nike’s sneakers, where you can have the latest drops within a couple of clicks. The idea started years ago, and it proved to be worthy. The app is meant to be beyond the hype.
At Nike, the out of box thinking and creative mentality are one of the key elements that keep its fanbase engaged all the time, while trying to add a bit of tech stuff with this or that release of wearables. One of the latest examples of such items are the self-lacing sneakers, that could be the favourite of the Generation Z.
The growth of interest in the application that had its launch on February 11 2015, was maximized during the previous year – 2019, where $750 million was the revenue from in-app purchases. When converted into percentage, these millions form the 20% of Nike’s digital earnings, thus you can conclude the idea of having a software like SNKRS app proves itself well in the business. Actually it was even developing faster than the rest of the company’s digital investments. On the other hand, users have worries, as recently the app fails to stay up to date and display the latest releases from the brand.
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SNKRS App Offers the Best of Nike Sneakers
7 years ago it was still a bit confusing for the street and sportswear manufacturing giant to cope with the principles behind “direct-to-consumer shopping” and digital assets that today form a reasonable percentage of marketing. It was only on the paper back in 2013, as no funds put apart for its development.
During the SNKRS app construction phase, the designers and developers worked at distance with each other, but the connection was kept constantly from San Francisco to Beaverton for delivering updates on the task.
Source: Jake Weirick/ Unsplash
The name of the project was chosen – “Valiant”. It was a homage to the direct-to-consumer strategy, which is especially valuable for customers, who in this way, feel a closer connection to their favorite brand. All of the members of the team are experts of their job and completing the tasks seemed to be easy enough to convert it from a sketch to reality.
Another term of success is that all of them were curious about sneaker design and were fans of Nike’s releases. Of course, as developers they had their own tastes of making the best user experience, taking inspiration from social apps, their news feed designs and so on. But things like complicated animations and forums or group chats in the final version of the application were missing – that is how Nike decided to deliver SNKRS app to the user.
Source: John Redd / Unsplash
Another important aspect of the application such as the media files, needed a new a boost of approach. The photos were taken in a closer look and provided greater understanding of the brand’s language. An example is the capturing of the left shoe, instead of the normalized right one. The latter was common in website versions of many shoe producing companies. SNKRS App is different in details, as one can conclude.
Some time after the app was released, Nike had to sit down and provide mechanisms that could improve the brand’s mobile experience – that is when the emerging of Virgin Mega startup took origins. At that time in New York Nike opened it digital studio too – s23NYC.
Sneaker culture, perhaps kept its appreciation during the tough times of the current year, and a big portion of assistance comes from digital platforms like SNKRS app.