A Place for Her
Gone are the days of definable subcultures. The Gen-Z woman can’t be boxed-in by just one definition and wants brands to take notice. She connects with brands that challenge her thinking and show fresh perspectives. When we set out to craft a three-month content strategy that would live across Foot Locker channels, for the Nike Air Max Verona, we were up against a historically male-dominant landscape. Our first order of business: Learn who She is and what She represents.
The Modern Girl Gang Collective
Our research showed that today’s girl gang is all about inclusivity, connection and purpose. This modern collective doesn’t have a singular identity, but they do share a desire to create a future that has a place for all. As the first generation to form deep connections both online and IRL, she celebrates that her diverse cast are each chasing their respective goals.
What She Represents
She lives in a world that she creates. Her happiness is driven by relationships with friends that share similar values but come from different backgrounds. What they share with each other and the world effects change. Her style is bespoke. For her, the future is now, you’d better catch up. When it comes to purchasing, she invests in brands that offer social and style utility. She expects personalized products, media and experiences. For our work and the Nike Air max Verona, She would care as much about what the shoe represents as how it looks.
This audience is dynamic and so is their entry point. Campaigns can’t be so unattainable as to detract the less knowledgeable but also can’t alienate the educated. Focusing on her truths, we set out to find new collectives that were pushing boundaries in their community and empowering female sneaker culture through their work.
Stop #1 — Good Girl
Sisters in music, best friends by choice, Good Girl is a Philadelphia-based collective of music artists that came together to create a sisterhood. Their boldness is uplifting, never exclusive, and we feel that in the presence they create within their community through music, fashion and dance. In the "City of Brotherly Love," we met these four women who exemplify the Philly values through their own sisterly connection.
More to Come
Good Girl marks the beginning of our Verona Collective journey. Follow along at @FootLockerWomen and @FootLocker as our content team traverses North America to share new collectives repping new Verona colorways.