Initiatives
If it’s missing, we’ll make it.
YARD's journey with Nike’s SNKRS app started back in the context of the pandemic, when SNKRS wanted to be more than a digital retail app, but a place where the sneaker community could gather online.
We enhanced a new content consumption habit by making SNKRS an authentic and community-led entertainment platform. Through new content franchises and features, we elevated engagement to a new level, while positioning SNKRS as a true cultural actor.
SNKRS needed to become the embodiment of the sneaker culture in order to increase its content resonance with the global community.
Since 2015, SNKRS transported the digital experience to a physical gathering with SNKRS Day, which has become an annual moment when SNKRS shows up as the ultimate sneaker community enabler.
From the celebration of the launch of the Air Max in Paris with local and international talents, to the 2023 “Come Through” London experience, we invite the community to a unique rendez-vous showcasing the sneaker culture. Thanks to both physical and digital innovative scenography combined with strategic product roll out, we give the community the opportunity of entering into the SNKRS app in real life. With unique workshops, talks, immersive scenography, exclusive access to content, live shows and sneakers drops, we step up each year to enhance the community experience.
To continue nurturing the sneaker community all year round, we also initiated the “SNKRS Hiking Club” to reconnect each month consumers with their sneaker’s technical features while offering them the opportunity to explore the outdoors and live a moment out of their routine.
