Sneaker Industry Essentials
Categories:
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RoleExecutive Producer, Director of Instructional Design
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ClientComplex Media, Fashion Institute of Technology
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SkillsVideo Production, Interview Direction, Web Development, HTML, Social Media, Marketing
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Year2017-2022
Project Overview
As Executive Producer and Learning Experience Designer, I led the development of the Sneaker Industry Essentials Certificate Program, a collaboration between Yellowbrick, the Fashion Institute of Technology (FIT), and Complex. Designed to give aspiring professionals a comprehensive overview of the sneaker business, the program combines insights from FIT faculty, Complex editors, influencers and leaders from top sneaker brands.
The goal of this online program was to equip learners with the skills and industry knowledge needed to pursue or advance a career in the global sneaker industry. The program features 7 course modules, covering these core topics:
- Sneaker History
- Design and Materials
- Manufacturing & Production
- Distribution & Retail
- Brand Strategy Marketing
- Sneaker Media
- Sneaker Law
Each course module includes video-based instruction, real-world case studies, and interactive activities, totaling 20–30 hours of content. Upon completion, students receive a non-credit Certificate of Achievement in Sneaker Essentials from FIT.
It was created to provide an in-depth overview of all aspects of the sneaker industry and to provide students with the tools and skills they need to launch or advance a successful career.
Project Details
The course Sneaker Industry Essentials was taught by FIT faculty, Complex staff, and experts and influencers from top brands in the sneaker industry. My role was to outline content and objectives and prepare experts in pre-interviews, direct interview shoots and to interview each subject matter expert.
The program includes multiple modules on topics like: Sneaker History, Design, Manufacturing and Production, Distribution and Retail, Brand Strategy and Marketing, and Media.
The program-related skill-building activities and game-like knowledge checks, and an interactive glossary for any terms that are unfamiliar to the student. Each module is 1-2 hours and is broken into several shorter 3-5 minute video lessons that students complete at their own pace.
Total length of the program is 20-30 hours, and each course is broken into several shorter modules that you complete at your own pace. The course is taught by FIT faculty, Complex staff, and experts and influencers from top brands in the sneaker industry. Students who complete the program receive a noncredit Certificate of Achievement in Sneaker Essentials from FIT.
Process
I oversaw the end-to-end production and instructional design for the program. My responsibilities included:
- Conceptualizing and pitching course to FIT and Complex
- Collaborating with FIT faculty and Complex Networks subject matter experts to define course objectives and develop content strategy
- Conducting pre-interviews and preparing subject matter experts for on-camera sessions
- Directing and interviewing professors, industry professionals, and cultural influencers during video shoots
- Managing production logistics for two remote studios in New York and Los Angeles
- Overseeing asset management and LMS integration, ensuring all content was aligned with pedagogical goals and accessible to learners
- Providing product ownership and CMS development oversight for Yellowbrick’s proprietary learning platform
The course structure was intentionally designed to support flexible, self-paced learning, with each module broken into short, digestible lessons ranging from 3–5 hours per topic. The content also included immersive tours of sneaker factories and design studios, giving learners behind-the-scenes access to the industry’s inner workings.
Project Outcomes
The approach that I created for the Sneaker Industry Essentials certificate, combines compelling video-based instruction, with immersive VR tours of sneaker factories, and sneaker design studios and real-world activities. I have collaborated with top sneaker brands like Nike, Reebok and New Balance to teach their employees about a range of sneaker-related topics and to expose them to hard-to-access locations like sneaker factories using my VR tours. I have also created a range of in-person bootcamps and hands-on sneaker design projects where students design sneakers in class and brands like Reebok created the sneaker that my students designed (See Reebok x APB sneaker design contest winner below). This approach has been highly successful in scaffolding students into careers in sneaker industry.
