2019 — 2021

Sneaker District

Len Koster

Design & Direction

Profile

Len Koster

Design & Direction

What I did

Research & insights
Product & brand strategy    
Creative & art direction    
Digital & social content
Creative campaigns    
Creative partnerships
Digital product design
Design systems
Design research
    E–commerce
    Product leadership

Research & insights
Product & brand strategy  
Product discovery
Business development
Creative campaigns    
Digital product design
Design systems
Design research
    E–commerce
    Product leadership

Credits

Agency: Lama Lama

Video: Milan van Dril

Sneaker District is one of Europe's biggest sneaker stores. It’s the one stop shop for regular online shoppers and hardcore sneaker heads.

During my time at digital agency Lama Lama, I was responsible for Sneaker District as the account and design lead.

Atelier Munro is making menswear personal again. Taking all the best parts of made-to-measure – the choice, the fit, the hospitality, the ‘on demand’ production – and evolving it for the modern man.

I help them merge on- and offline as their Head of Digital.

Visit website

Ever since their partnership started in 2010, Lama Lama has been the creative (technology) partner of Sneaker District. When I joined Lama Lama, I was asked to lead the account further due to my retail background and personal connection with the sneaker world.

Guiding a small internal team of designers and developers, we continued to improve and build the existing platforms. Custom webshop, custom backoffice, custom app and a custom payment system. It all adds up to a smooth and seamless online shopping experience with regular shoe lovers and limited-edition-sneaker-seekers moonwalking their way through the checkout. By adding creative campaigns and optimizing conversion, Lama Lama maintains to keep Sneaker District in the lead.

Marketing Campaigns

Sneaker District was often host and partner of big global brands to boost the release of new models or exclusive collaborations. These micro-sites were always a ton of fun to work on since the fixed brand guidelines were often pushed aside in favor of the creative freedom.

During my 2.5 years working with Sneaker District we accomplished campaigns with the likes of Nike, Adidas, and Reebok.

Manifesting character through storytelling

For Atelier Munro, it’s about more than clothing. They want to empower men to reach their potential, inside and out. It’s a ceaseless pursuit of culture, quality, and authenticity. Yes, they create clothes worthy of your character. But they also connect with the world around them, sharing their knowledge, and stopping to appreciate craft wherever they see it.

To make this possible, we revamped the marketing website towards a platform that tells both newcomers and existing clientele the latest stories by the brand — usually in the form long read content empowered by a combination of video and rich imagery.

Rebranding

After 10 years of building, Sneaker District wanted to attract a new kind of customer base and also set direction for the future. In collaboration with (graffiti) artist Boris “Delta” Tellegen, a new logo and brand identity was formed which we used to completely revamp the e-com website. Taking cues of the 3D elements and geometric shapes, the website shows small UX and interactions that boost experience, and ultimately, conversion.

The AM Times

Moving away from traditional direct marketing and sales communications, The AM Times is a bi-monthly publication on a specific theme. A stepping stone to explore the love for character. Born out of a need to tell more stories, share deep dives, and explore the boundaries of what is happening at Atelier Munro. Capturing the people they work with, the products they make, the places they visit, and the planet we all love. An ode to their world and those that connect us to the outside.