For sneakershead, the thrill of the chase is half the fun. Planning your outfit. Finding pictures online that others haven't seen. Trying to gauge the hype and the supply. The ritual around the sneakerhead is key and adidas.com gives structure to their habits.
With access to Adidas’ consumer insight, we visited stores in Amsterdam and London to talk to the sneakerheads and the people who interact with them everyday.
We found that the biggest need from this audience is clear information. The community shares the slightest nugget of info on social media and in the streets but this can often lead to the spread misinformation. Adidas.com needed to become the one source of the truth.
The place where you go to plan your diary, your budget and your next outfit.