Through a two-part research study combining sneaker culture insights and social listening I mapped the relationship between sneaker communities, diaspora audiences, and Burna’s values.

The work surfaced key shifts in how younger audiences view performance: not just as athletic output, but as purpose-driven expression. These insights shaped the strategic foundation for On’s next chapter with Burna, from run activations to co-created product and helping position the brand as a new kind of movement partner for the global south.