Everyone Wants to Be a Sneakerhead

SNEAKER

HEADS

Shoes are the epitome of fashion, making or breaking an outfit with a definitive flair that not every staple accessory can achieve. They are a symbol of both complex individuality and a collectivist craze that is so easy to feed into. Sneakers provide an outlet for artistic expression and experimental fashion through different styles. Those obsessed with all things collecting, trading, and exploring shoes are called ‘sneakerheads.’

Shoes have long since remained a status symbol rooted in luxury, yet there is an attainable nature to the industry. Anyone can be an avid shoe collector and participate in the latest footwear trends, but being a sneakerhead has an heir of exclusivity and elitist membership fueled by intense passion and devotion. The culture of sneakers is an intricate phenomenon that brings people together, but rampant price gauging and gatekeeping have polluted the industry and made both accessibility and attainability a thing of the past. The pressure of having ‘shoe game’ has never been as intense as it is today.

Hypebeast, a Hong Kong-based men’s fashion blog founded by Kevin Ma, was created with a passion for sneakers in mind and is now a leading outlet for men’s fashion and culture. Hypebeast represents the shoe-crazed community but also the focus of men’s stylistic interests. Shoe culture today is warped by the “hypebeast” lifestyle which is defined by futuristic streetwear, luxury, statement, and athleisure styles in which brands like Yeezy and Supreme exist as the blueprint of masculine-marketed fashion. Sneakerheads often embody the ‘athlete off duty’ look with sports-related brands that market both performance and aesthetics; proving that looking good is just as important as playing well. Although, the thing about hypebeasts is that despite their hyper-materialistic taste, they have garnered a reputation built upon exaggerated style and led fashion fandoms into an intolerable direction by endorsing high markups, and having wavering loyalties.

One of the most shocking aspects of the sneaker market is the incredibly high resale value for “shoe drops” that give fans the opportunity to take part in an even more exclusive subgroup of the industry. With limited editions of popular shoes defined by unique colorways and a stamp of authenticity in the form of a celebrity name, the need to get the latest shoe is heightened. Limited edition collections fuel the “I gotta have it” attitude with celebrity collaborations with top shoe companies such as Donald Glover x Adidas, Cardi B x Reebok, and LaMelo Ball x Puma. Nike Dunk has also collaborated with historically Black colleges such as Florida Agricultural and Mechanical University and Clark Atlanta University.

There is an allure of the secondary sneaker market which is valued at $6 billion. Social media and online shopping platforms such as StockX, GOAT, and POIZON have had an immense influence on younger generations to both buy and sell sneakers. The market is also an incredibly profitable industry as many people purchase shoes and resell them at a much higher price creating intense competition. Obtaining shoes straight from the primary market is more difficult than ever with selective drawings for simply the opportunity to purchase rare shoes, and when not given the chance prices increase by hundreds of dollars on the secondary markets.

The subculture of sneakers started in the 70s and 80s hip-hop era within Black communities. For many groups who engage in the sneaker market, shoes stand for more than just a symbol of money but rather proof of the minority-led cultural influences on trends in fashion. Minorities are at the center of the enduring trends associated with footwear and the iconic streetwear style that embraces the effortless, sporty aesthetic we all know and love.

Sneakers will never go out of style, so when devoted sneakerheads spend thousands of dollars a year on shoes like Nike Dunks and Air Jordans, they make the kind of investment that lasts a lifetime. Compulsive shopping conditions are not necessarily representative of hypbeast culture because of the meticulously curated collections that sneaker enthusiasts develop over years of searching, bidding, and trading up for the latest goods. Some shoes aren’t even meant for wearing but rather exist as symbolic pieces in elaborate collections. The sneaker collector market can be a convoluted business because vintage shoes that are never worn risk falling apart, but value resides in the untouched mint condition of sneakers that are expected not to have a single crease or scuff. Tiktok creators like Nicholas Bennett (@vtgheat) have built a lucrative following based on sneaker restoration while allowing millions to see popular kicks’ physical breakdown and assembly process.

Many sneaker trends have come to pass and cycle back around such as high-top Converse, Keds, Adidas, and Air force 1’s. Both retro and futuristic styles have flooded the footwear market. The future of sneakers lies in augmented reality in which there is value in their design. Users can experiment with newer features such as customization, sneaker lounges, interactive displays, and even virtual fitting rooms. Sneaker fans can create unique colorways and act as their own designers, creating shoes that align with their personal fashion styles. Through these technological evolutions, companies can empower customers and maintain loyal relationships. Brand advocacy is a significant part of sneakerhead culture as top companies like Nike and Adidas garner support throughout every new development and loyal customers often persuade others to engage in the market by spreading information and creating hype. Though this hype can be harmful when shoes must be certified authentic in order to be valued in the community. Spotting ‘fakes’ can be useful when items come with a hefty price tag but letting people wear what they want should be the standard.

Men may dominate the market as the primary customer but women everywhere also engage in sneakerhead culture. Whether they happen to be an athlete, into fitness, or simply dig the sneaker vibes, women contribute to the footwear phenomenon in major ways. Women work behind the scenes to design trending footwear styles and star athletes like Serena Williams have collaborated with Nike to create custom clothes and shoes. What makes women a minority in the market is the lack of women’s sizing available for the same shoes as men and having to pay higher prices for smaller sizes in some circumstances. To combat this issue, women’s only social media spaces, such as @if_i_cant_wear_snkrs on Instagram, exist to cultivate a unique community that rises above the exclusion that has been happening for years. According to Input Magazine’s article by Giovanna Osterman, “Women-only spaces are changing sneaker culture for the better, and forever.” By cultivating a community of shared shoe knowledge in judgment-free zones, women are empowered by their collective interest in being sneakerheads.

Although times were much simpler as kids when we all wanted to wear lightup Sketchers and roll around in Heelys, shoes today are undeniably chic, sporty, and more diverse than ever. What we chose to wear on our feet is often a direct representation of who we are as individuals and self-proclaimed sneakerheads have a relentless passion for footwear as a form of expression. They engage in a collective mindset that has taken the world of fashion by storm. But it’s time to reevaluate the idea of being a sneakerhead and redirect the industry to the values that sparked the movement from the start. With the right attitude and passion anyone can be a sneakerhead.