Why sneakers are important

In the journal Fashion and Textiles , researchers report new insights into the motivations, brand preferences and identity considerations of Sneakerheads. The findings were drawn from interviews with 12 men in the mid-Atlantic region of the United States, many whom are African-American, and all whom self-identified as Sneakerheads.

The findings help inform marketing efforts, and help fill a void in academic literature on the topic. What are the drivers and the brand preferences? In the article, researchers described the history of Sneakerhead sub-culture and defined what it means to be one: to have a strong interest in sneaker history, to seek out rare and exclusive sneaker collections and to admire, collect — and sometimes re-sell — sneakers.

Based on the interviews, three themes emerged about the motivations and preferences of Sneakerheads.

It was a staple, and they even made a song about it. The AF1, far from a public-relations disaster, became an instant classic. But mounting customization and collectability driven by eBay only increased the cost of sneakers; artists and elite fashion designers like Prada and Gucci began releasing their own designs or limited-edition collaborations with athletic brands.

In this rarefied market, sneakers evolved from symbolic consumer objects into small-batch vehicles for unambiguous social commentary. In one notable example, the artist Judi Werthein designed the Brinco cross-trainer to assist with illegal border crossings from Mexico.

Werthein distributed Brincos to migrants at the U. Inevitably, some of these statement sneakers were accused of going too far, or not far enough. The line Brazilian architect Oscar Niemeyer designed for Converse in contained hidden human rights slogans and symbols.

While their designers may see them as works of activism, to their owners, these costlier sneakers are more likely to be investment pieces—the hard-won fruits of waitlists, raffles, and overnight lines outside specialty shops. Skip to content Site Navigation The Atlantic. Popular Latest. The brand created the first track shoe with a complete leather sole and hand-forged spikes, which was worn by Jessie Owens at the Berlin Olympics.

This coincided with the running craze that hit America. Research by the sociologist Yuniya Kawamura on sneakers defines three waves of the phenomenon. The first wave in the s was defined by an underground sneaker culture and the emergence of hip-hop. The second wave of the phenomenon began in with the launch of Nike Air Jordans.

This gave rise to the commodification of sneakers and their desirability as status items, fuelled through celebrity endorsements. For Kawamura the third wave is marked by the digital age and the resulting growth in sneaker marketing and resell culture.

Nike and Adidas routinely release limited editions shoes associated with a celebrity, hip-hop star or athlete. Bunions can form, resulting in pain and disfigurement of the feet. A prolonged lack of proper foot support can cause arches to collapse, and can cause serious joint pain. Part of the job of shoes is to absorb impact as we walk, but bad shoes or no shoes can throw the whole body out of alignment.

The ankles, knees, hip joints and lower back are all affected by bad shoes. Widespread pain limits mobility, making it difficult to perform normal daily tasks.