Analyzing the Sneaker Head

For those of you who have been following my journey since the beginning, I wanted to start off by thanking you for coming back week after week. For this week I would like to take a look back to the post I did after my third week here with Nike, in which I spoke about my head first dive into the world of sneaker heads. While the project started off sounding quite rotund, I had no idea just how big the sneaker community and the World of Retros truly were. A big lesson for me personally as I have gathered analytics from many categories is finding out just how complex the sneaker head truly was even more so than my earlier insights had taught me.

To provide you with a little more context, let me first give you a brief rundown on my project. This summer I was tasked with an extensive analysis of the Retro collection in order to shed light on future opportunities. As a member of Global Merchandising for the Jordan Brand, my focus is specifically on the Men’s Retro Footwear withinJordans_1 North America. Of the vast retro sneaker collection, my sights have been specifically set on the models 1-14. After taking the time to collect analytical data, learn about the storytelling behind the shoe and hear straight from the consumer about their own opinions for each shoe, it has opened my eyes to true complexity of the brand. The main premise of my project is geared toward allowing everyone to have easy access to analytical data within retro footwear. The vision for my project is to create a thorough and in depth analysis of the Men’s retro footwear line accessible for everyone within Jordan. In order to do so, I have been collecting the facts about retail price, launch dates, original units, sell through (how well each shoe sold), and the resell marketplace, just to name a few. Creating this project will help run an even stronger Jordan offense providing an easy and efficient living document used and understood by anyone in the Jordan Brand.

When I first started this project I had no clue how all-encompassing the analytical research would extend. While the vast majority of my project has been mostly analytical and number based, I could have never guessed how cross functional this project could become. Jordans_3From the beginning, even though I was well aware of the enormity of this project, at first I simply assumed I had the analytical fields I was looking for at the tips of fingertips and would be able to pull it from a few resources and be on my way ready to go. Instead, the lack of access to data bases did allow me access to an even more valuable resource, my colleagues. During my time here, I have worked very close with over two dozen different individuals from numerous functions and categories including Merch, sales, footwear developers, sports marketers, designers, and operations.

This summer, my experience here with Nike has pushed me to work harder and accomplish more than I would have thought possible in just 12 short weeks. I can’t wait to see how it all wraps up as we are heading down the finishing stretch for the summer. Stay tuned to hear how my project comes together and the exciting things to come in the final few weeks. As always, thank you for keeping up with my Nike journey and don’t forget to keep in mind that the words I write here are of my own opinion and are not representative of my internship sponsor.

I’m a senior at the University of Arizona in the Retailing and Consumer Sciences major with a minor in Fashion Retailing. I’m also a full time student athlete competing in the pole vault, a member of the TJLC’s Student Advisory Board and a student leader for the Fellowship of Christian Athletes. This summer I will be a Merchandising intern for the Jordan brand of Nike in Beaverton, OR. I’m so excited for it!