How Nike Turned the Sneakerhead Community Into a Funnel

Lucas and Luna dive into how Nike built a marketing funnel that starts not with an ad but with a community of sneakerheads. They break down the SNKRS app, the exclusive drops, the scarcity model, and the secondary market that keeps the brand top-of-mind. The episode uses concrete numbers: 4 million monthly active users on SNKRS, a 2025 sneaker resale market worth $30 billion, and Nike's estimated 95% gross margin on limited-edition drops. They also explore the tension between exclusivity and accessibility, and how Nike uses storytelling, not just product, to move fans through awareness, interest, decision, and action. This is a fresh angle for the show, a deep dive into community-as-funnel with a real-world, revenue-generating example. #Nike #Sneakerhead #SNKRSApp #MarketingFunnel #CommunityMarketing #Exclusivity #Scarcity #LimitedEdition #ResaleMarket #BrandStorytelling #SneakerCulture #BusinessStrategy #MarketingStrategy #ConsumerBehavior #FexingoBusiness #BusinessPodcast #DigitalMarketing #BrandCommunity Keep every episode free: buymeacoffee.com/fexingo