Capturing Zoomer Attention: Designing Visually Striking Newsletters for Sneakerheads

120+

Actual emails produced per year

1100+

Product-image assets prepared and optimized

20+

3D assets crafted

Business environment

Sneakers, which originated as purely sports items have gradually become such a mainstream wardrobe staple that it is now difficult to imagine anyone without a pair. First, as an essential attribute of counterculture, equally loved by punk-rockers and rappers, they have gradually earned their place of honor in the world of fashion: anywhere from high-end luxury to vintage resale.

The surge in luxury and vintage resale is itself indicative of a larger trend. The global luxury resale market, valued at $32.47 billion in 2024, is projected to reach $50.06 billion by 2030, growing at a robust CAGR of 7.48%. In fact, this growth significantly outpaces the broader, slowing luxury sector, as the secondhand market expands at a rate three times faster than the firsthand market.

The main driver of this dynamic trend? Exactly - Gen Z, with secondhand items constituting 32% of their closets.

Project brief

Sneakerhead culture is booming, with enthusiasts actively hunting for vintage sneakers - willing to spend significant sums on specific models.

Our client, Stadium Goods, is a premier destination for sneakers and streetwear that are no longer available through traditional retailers. These items are often rare, having sold out instantly upon their initial release.

Facing the challenge of engaging their vast online community, Stadium Goods sought to establish a more effective email marketing strategy. The goal was to create a direct and efficient communication channel, ensuring customers could discover new products and promotions as quickly and conveniently as possible.

Building on a history of successful collaboration, Stadium Goods partnered with Grinteq to revitalize their audience engagement. The mission was to redesign their B2B and B2C email campaigns, transforming them into a powerful tool for reconnection and driving action.

Services

Design

Development

Tech

Figma

Adobe Photoshop

Adobe Illustrator

Blender

Let's talk

challenge

When designing these campaigns, a deep understanding of the Gen Z audience was paramount. Contrary to the assumption that this generation has abandoned traditional digital channels, data reveals they actively use email as a curated haven from the overwhelming noise of social media.

In fact, our strategy was informed by key preferences: 53% of zoomers are happy to receive brand emails weekly, and 65% actually favour email for brand communication.

Therefore, our task was to design a comprehensive email system that met their expectations. This meant three core pillars:

Values & Beliefs: Ensuring brand mission and ethical practices were clear.
Personalization & Segmentation: Delivering relevant content.
A Mobile-First Experience: Having all designs optimized for scrolling.

Solution

Our ambition was to meet the high standards of the zoomer public for visual content quality and personalization, all while operating within the distinct aesthetic framework of the Stadium Goods brand.

The Grinteq team developed a suite of purpose-built templates tailored to specific campaign types and product lines.

For Core B2C Engagement: We designed high-impact templates for recurring campaigns like "New Releases," "Early Pairs," and "Just Dropped." Recognizing our Gen Z audience's visual literacy, we designed gallery-like layouts that showcase products through high-quality, scannable imagery.
For Seasonal & Promotional B2C Drives: To fuel conversion, we created a range of templates for events like "Price Drop" and "Brands on Sale." These emails utilize dynamic, urgency-driven layouts and clear calls-to-action to highlight special offers and promotions effectively.
For Strategic B2B Communication: We designed a separate, clean suite of templates for partners, including the "Pro Seller Table" and "Consignor Priority" newsletters. These templates use a data-confident and transparent design to convey essential information, and strengthen trusted relationships.

To ensure full cross-channel cohesion, we complemented this email system with a comprehensive library of retouched product imagery and a suite of static and animated banners, guaranteeing a unified brand presence from the inbox to the homepage.

Impact

Our team delivered a robust, centralized library of production-ready email templates in Figma, featuring an optimized component structure. This established a scalable and efficient design system for Stadium Goods, dramatically accelerating the workflow from design to deployment.