The gen-z sneakerhead paradox: balancing sustainability and streetwear in the world of Nike: Nike case study

Abstract

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.