Nike recently unveiled plans to target more women by launching apparel and items for this demographic.
Surprisingly, a significant share of SNKRS app users in areas like New York City "live in Dominican-based neighborhoods." Armed with this data, Nike recently released an ad campaign for a shoe called De Lo Mio Air Force 1, which targets Dominicans. The shoe instantly sold out.
The first hour of research was spent highlighting any differences between CONFIRMED and SNKRS app users. Both Nike and Adidas target sneaker heads with these apps. However, while Nike is targeting a diverse demographic - as evidenced by the fact that it markets to women and Dominicans in the US, Adidas has remained focused on men who are sneaker head.
Both Nike and Adidas have not released any data on who exactly uses their CONFIRMED and SNKRS app and the non-sneakers related interests/habits of these users. This information has also not been provided by publications.
In order to create a psychographic profile of CONFIRMED and SNKRS app users or understand their behaviors, the research team needs to create a demographic profile first.
Only the project owner can select the next research path.