Complex linked with Nike brand ambassador Bella Hadid last week as part of a sneaker shopping series hosted by Joe La Puma. Ever since it went live, Hadid has been getting dragged non-stop on social media for not only for sounding like a fake fly girl, but also for having what appears to be a very shallow understanding of sneaker culture.
Hadid was shot striking a pose that no doubt created a crease in her very rare/expensive Jordan Retro 1 x Off White sneakers, an act that anyone who knows anything about sneakers wouldn’t dare do.
The heat that Hadid is catching is because Nike chose to position her as a lifelong sneaker lover who’s always had a thing for Air Force 1 sneakers. When the real tea is that she’s a rich Cali girl with a passion/talent for horseback-riding, it was a backstory that immediately didn’t hold true.
Marketing 101: Be authentic.
Nike should have went with the narrative that Hadid is a newbie to the culture who legit likes sneakers, but still as has a lot to learn. I believe with her popularity as a model, sneakerheads would have accepted that approach and respect her for her honesty.
But instead,she went on the Complex series and got exposed as a poseur, which is whack. She said “dope” and “homeboy” way too much to be believable.
And this is why athletic brands fall short with capturing the female customer. Note to brands:create an authentic narrative that will actually capture the female audience.