Why an Ad Agency and a Producer on The Voice Created a New Media Company Focused on Sneaker Culture

Kastner & Partners launched SNKR to cover the $55 billion industry

SNKR hopes to be the expert on all things sneaker related. - Credit by SNKR INC
Headshot of Lindsay Rittenhouse

From the treadmill to the runway, sneakers have transitioned from workout gear to fashion apparel with not only athletes but actors, musicians and executives lining up to show off gear from brands like Adidas, Nike and Vans.

On the heels of this trend, today independent agency Kastner & Partners CCO Brandon Rochon announced the launch of SNKR Inc., a media company focused solely on trends in the global $55 billion sneaker industry. Additional partners in this venture include Audrey Morrissey, executive producer of NBC’s The Voice, along with veteran digital strategist Dermot McCormack and TV director Ivan Dudynsky.

The new entity will be housed within the Kastner & Partners organization and maintain offices in Los Angeles and New York.

“People camp out for three things: iPhones, Star Wars and sneakers,” Dudynsky said in a statement.

The sizzle reel provides a preview of the sort of content one might expect from the new company, which targets marketing professionals and “sneaker heads” alike.

SNKR describes itself as part content studio, brand agency and culture network and will produce expert content on the rising popularity of sneaker culture for all platforms including social media (videos are already streaming on snkrinc.com, Instagram and Roku TV), Apple TV, Amazon Fire, iOS and Android by the end of this year, according to a statement issued by McCormack.

“The sneaker business is thriving,” McCormack noted. “SNKR is built to reach young, influential consumers with engaging content that’s culturally relevant to their daily lives.”

The content will include The Come Up, an animated series depicting icons in the sneaker world; Come Correct, a one-minute game show putting “the most devoted sneaker fans,” according to SNKR, on the hot seat; and Shine, the first series dedicated to featuring prominent women in the sneaker industry.

“SNKR’s core is built from within the culture, not just talking about it,” Rochon said in a statement. “We are building a brand based on the authentic, true global voice of the tribe, so the stories we tell and how we tell them will always be true to the people and the places they represent.”

Rochon joined Kastner in 2015 after serving as svp, group creative director on the Samsung account at Leo Burnett Chicago. The shop, which has long served as Red Bull’s primary agency partner, has worked with other notable clients in the past including Adidas. It also won lead creative duties for Wise Foods earlier this year.

@kitten_mouse lindsay.rittenhouse@adweek.com Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.
Publish date: November 2, 2017 https://dev.adweek.com/agencies/why-an-ad-agency-and-a-producer-on-the-voice-created-a-new-media-company-focused-on-sneaker-culture/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT