Nike has announced that one of its current leadership roles will be changing following a recent internal message examined by Complex. Lucy Rouse, currently senior VP/GM for the SNKRS app is set to take on this new position as well.
The Nike SNKRS app has become one of the most controversial and frustrating elements in sneaker shopping. The frustration lies not only with trying to find a specific shoe but also when you finally do get lucky enough for an L (limited) release – which means it will sell out quickly.
Lucy Rouse’s official title will be VP/GM of SNKRS Launch, but her command also expands over to NBHD and S23NYC. “NBHD” is short for Nike’s top-tier “neighborhood” sneaker boutiques and “S23NYC” represents the New York studio where the SNKRS team is based.
With the recent appointment of a new head into SNKRS, it is likely that Nike will be expanding their use for Web3 and blockchain technology. This comes just months after they acquired RTFKT which could allow them more access into this emerging field with its popular app on mobile devices like smartphones or tablets.bRouse has been successful in taking over Ron Faris’ position at Nike’s direct-to-consumer division where he currently serves as vice president/GM overseeing all aspects related to virtual studios.
Nike is looking forward to welcoming Rouse in her new role as the head SNKRS executive. With over 16 years of experience at Nike, this woman has seen it all when comes down to making sports gear for people around the world. Her work timeline includes leading their women’s business across Europe and Africa – where she made waves recently by joining forces with the sportswear division.
An internal message addressed by Daniel Heaf, VP of Nike’s direct-to-consumer business, sets a plan forward for Rouse’s reign of NBHD and SNKRS explaining that the company wants “to accelerate shaping our future power franchises while realizing our vision to create the most inclusive, engaging, and progressive street and sneaker community in the world.”
Nike is aware of the frustration that people experience when they can’t find shoes on SNKRS. They’ve worked hard to change this through more community-centric content, so users have something fun while exploring and maybe feel better about not getting selected after all.
The sneakerhead experience on SNKRS is not all fun and games. In fact, it can be pretty frustrating for some people who wait in line at stores or prisons with limited seating available when they have no idea if their favorite shoes will ever come out again (plus there are always those pesky bots). To get a better understanding of how these loyal fans felt about the shopping process before buying anything online, Nike conducted internal quarterly surveys that monitored aspects like user happiness and belief in platform fairness; information received from one such report shows 45% overall happiness among app users during fourth quarters within 2021 fiscal year—a point up significantly lower record low set earlier this decade.
Survey results reveal that users are less than pleased with the SNKRS app. However, it has still been game-changing for Nike and accounts for a significant part of their revenue; hopefully, Lucy Rouse will be able to bring positive changes in this area by focusing on integrity and customer satisfaction.