SNIPES wanted clearer strategic insight on how to grow and retain Gen-Z consumers across Europe. In an increasingly competitive sports-style market, that meant defining a more ownable space and standing for something specific to a new generation of footwear and fashion consumers.
Sports-inspired retail was being reshaped by new platforms, sharper competitors and more culturally fluent consumer behaviour. SNIPES’ strongest opportunity was the expressive, streetwear-inspired mainstream consumer: someone looking for style, confidence, a sense of community, and choices that feel informed and current.
NERDS drew up a target consumer profile to sharpen SNIPES’ audience and positioning. The recommendation was to behave more like a media brand than a retailer, lead with social-first storytelling, and build a stronger sense of community around the brand, using the right channels, formats and partnerships to grow and retain a clearly defined Gen-Z audience.
