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The gen-z sneakerhead paradox: balancing sustainability and streetwear in the world of Nike: Nike case study
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Resumo(s)
Sneaker brands face the challenge of Gen-Z's conflicting desires for sustainable consumption
and fast fashion. Addressing this paradox, the study will explore Gen-Z's values when
purchasing sneakers, including both sustainable production and streetwear aesthetics, and their
perceptions of Nike within the sustainable streetwear industry. A combination of quantitative and qualitative methods was utilized to gain a deeper understanding of desired sneaker
attributes, current trends, and Nike's approach toward sustainable sneaker design. Additionally,
the study presents Nike with a recommended communication strategy. Results show that Gen Z values both sustainable materials and aesthetics when it comes to sneaker preferences.
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Sneaker Sustainability Streetwear Nike