North Hollywood, CA
Metro Station
North Hollywood, CA is an expressive community with unique colors and buildings
NOHO Sign
Community filled with contemporary theaters and art galleries.
Millennium Dance Complex
Hip-Hop dance culture is strong in this community with many dance studios
Interview
Jinah
Live in NoHo 21 years
Gender fluid clothing
Fashion student
Skater
No brand/style preference
Vans shoes, cheap and cool
Kendall
Skater
Enjoy things with hiden meaning behind it.
Very BOLD lettering
Expressive clothing, expressing self/individually
Clothing that has a storytelling
Dante
Krumping(Street Dance Style)
Start dancing from Mom
Battles and teachs
Free movements to express his personality
Prioritize comfort when buying cloth
Favorite colors are black, red, gold
Jordan
Hip Pop Dancer for 20 years
Millennium Dance Complex staff/Dancer
Dance to express himself
Athletic casual wear/H&M
Breathable cloth
Lightweight Shoes
Insights
Social Media
Hip-Hop dancers use social media as the main source to promote themselves
Support
The ability to do all the dance movements freely is crucial to the dancers
Unique
Individual fitted shoe to give dancer the best support and protection
Indoor
North Hollywood hip-hop dancer practice in studio
Lightweight
Lightweight allows hip-hop dancers to practice longer in studio
Breathability
Breathability allows hip-hop dancers to practice longer without feeling exhausted
Branding
adidas had a big influence on hip-hop culture.
It was the go to shoe for the hip-hop artists, but people start to prefer Nike Free shoes for hip-hop.
I choose adidas to be the brand, because it is the perfect opportunity for adidas to takeover the hip hop market with the new SpeedFactory facility.
SpeedFactory is a local store for North Hollywood, CA.
Custom fit shoes made in store
Reduce production lead times
Strengthen ties with consumers
Engage closely
Increasingly build brand advocacy
