With over two million subscribers worldwide, within two years SNKRS had evolved from a mobile retail platform dedicated to the most exclusive drops, into a community of true sneaker lovers. As Nike saw the community grow along with the highly involved behaviour of its members, they felt it was time to bring the app to the next level. We worked together with the SNKRS team to first build a framework in which we would be able to create content that would culturally resonate with the sneaker community as well as stay true to the core of the app.