Sneakerheads: Defining a Sneaker-Driven Culture

Sneakers can be about style, history, and even community. A new study reveals that for “Sneakerheads,” sneakers are an important facet of their identities, particularly for African-American men who grew up in the 1970s and ’80s coveting sneakers popularized by hip-hop stars and basketball legends.

“Sometimes when we see trends, people make this huge assumption that these are people who can’t control their spending habits, or they’re being wasteful,” she said. “But when you dig into it, it’s deeper than that. It has to do with identity and nostalgia. I could be the voice of the consumer, and really advocate for them, and understand their motivations – getting past assumptions that people might make.”