Sneakerhead Culture

Sneaker-Speak

Sneakerhead n;1. A person who collects limited,

rare, OG, or flat out exclusive kicks. Usually the collection consists of Jordans or Dunks.

2. A person with background knowledge of certain sneakers.

Colorways n;1. New color combinations and

textures of old shoe releases

Deadstock adj;1. Describes a never before worn

pair of shoes

Sneakerhead History

In the US, the boom of signature basketball shoes in the late 1980s provided the

variety necessary for a collecting subculture, while the Hip-Hop movement gave the

sneakers their street value as status symbols.

Jordan sneakers were on

another level of style and

design from anything else

on the market and became

a staple in sneakerhead

collections. Joining Michael

in promotional endeavors

was Spike Lee (a.k.a. Mars

Blackmon, pictured above),

a film director with a

passion for Air Jordan

sneakers.

History con‟t

1800’s

First rubber shoes are made called Plimsolls

1908

Marquis Mills Converse opens Converse, Inc.

1917

Keds, U.S. Rubber Company releases

„The Original Sneaker‟

1968

Phil Knight and Bill Bowerman create

Blue Ribbon Sports, now Nike

1982

Nike releases the first

pair of Air Force 1

1931

Adidas produce

their first tennis

shoe

1950’s

Sneakers become

popular among

teenagers

1985

Nike endorses Michael Jordan and releases first pair Air

Jordans

2010

The average

teenage boy owns

10 pairs of shoes.

History con‟t

Yesterday‟s Sneakerhead Today‟s Sneakerhead

Motivation Finding rare gems Staying on top of popular trends

Value Generally $20-$50. Rarely spent over

$100

No price limit. Up to $6,000+

Drive The colors were “cool”, the style was

cool, and they fit cool

Purchases based on the HYPE,

not true “coolness”

Collections Bought hip-hop and skate classics

like Puma, Vans, and Adidas. Started

their collection with these or Jordans

Bought them to be worn

Buys primarily Nike. Starts

collection with Dunks, Air Max,

AF1s.

Collections are considered

investments

History con‟t

Yesterday‟s Sneakerhead Today‟s Sneakerhead

Storage Under their beds or closets Cases and personalized shelves

Direction Looked East in the Asian market and

websites

Looks toward celebrities like Kanye

West

Brands Converse, Adidas, Puma, Fila, Nike Air Jordan, Nike, A Bathing Ape,

Vans, Louis Vuitton, Reebok, Adidas

Location Local shops and athletic stores in

the mall and athletic catalogs

Upscale sneaker boutiques, online

vendors and via other sneakerheads

Key Brands

Key Pubs/Blogs/Sites

Blogs and Forums/Websites

Soleredemption.com (Blog)

Sneakerplay.com

Sneakerblogger.com

Female sneaker fiend

Niketalk.com

Sneakernews.com

Sneakerbistro.blogspot.com

Newkicksontheblog.com

Online Magazines

Solecollector.com

Freshnessmag.com

Hypebeast.com

Kicksclusive.com

Sneakerfreaker.com

Nicekicks.com

Sneakerfiles.com

Highsnobiety.com

Online Sneaker Boutiques

Sneakerhead.com

Pickyourshoes.com

Citysole.com

Kixclusive.com

Recent/Biggest Releases

?uest Love, Nike Air Questo

Release date: August 3, 2010

Price: $230.00

Nike Air Max 24-7

Release date:

Price: $120.00 - $160.00

Air Jordan Silver Anniversary Collection

Release date: May 2010

Price: $116.99 - $129.99 each

Air Jordan Spizike

Release date: June 2010

Price: $175.00

Air Jordan VI Retro Package

Release date: June 19, 2010

Price: $310.00

Converse Chinese New Year

Release date: January 1, 2010

Price: xxxxx

Retail/Boutiqe Spots

New York

1. Alife Rivington Club

2. Premium Goods

3. Nort Recon

4. Dave‟s Quality Meat

5. Memes

6. Flight Club

7. Atmos NYC

8. Classic Kicks

9. The Reed Space

10. Adidas Originals

11. Puma Store

12. About Time Boutique

13. Premium Laces

Recent/Biggest Releases

Nike Dunk SB High Premium “Skunk” Todd Bratrud

Release Date: April 2010

Price: $350.00

Nike Pigeon DunksRelease Date: February 2005

Price- $1800

•Two days before release people

camped outside of the Reed Space,

which had only 20 pair. 70 people

were in line when the doors opened.

•Those with a pair were escorted by

police to avoid the riot outside. When

the crowd left, a baseball bat and

knife were all that remained.

•Suggested retail price of $69.

Retailers charged $300. Within days,

a pair sold on eBay for $750. Price

today is around $2,000.

Nike Coraline Dunk

Release Date: January 2010

Price: $450.00

•W+K12, Nike and LAIKA

Studios conceptualized this Dunk

to celebrate the film Coraline.

•The final product was created by

artist Gian Galang and Rob

Heppler

•1,000 were available for the

lucky people who uncovered

codes on the Coraline websiteCitrus Air Jordan IX Retro

Release Date: July 2010

Price: $150.00

Dr. Seuss + Converse

Chuck Taylor All Star

Dr. Seuss

$55.00

Chuck Taylor All Star

Dr. Seuss

$65.00

Chuck Taylor All Star

Dr. Seuss

$60.00

Chuck Taylor All Star

Dr. Seuss

$55.00

• The new line of Converse Chuck

Taylors features “The Cat in the Hat”

characters and designs. The new

line dropped summer 2010 and each

shoe comes with a free clinch bag,

but only when purchased from

www.converse.com. Characters

include, “One Fish, Two Fish, Red

Fish, Blue Fish,” “The Cat in the Hat”

and more.

Events

Sneaker Pimps Tour 2010

An event that goes to various

cities worldwide to display rare

and vintage sneakers. Artists

customize shoes and

celebrities are present at each

event.

Dunksxchange 2010

A tour that goes to major

cities for people to buy, sell,

and trade sneakers.

Kixpo

This event is primarily for

avid sneaker collectors to

show off their personal

collections. Also, it promotes

up-start clothing lines and

local boutiques.

Events

Future Sole Design CompetitionSneaker Con Times Square

Thousands attend to check out exclusive

sneakers for sale by the industry‟s biggest online

venders like Kixclusive, Nice Kicks, Citysole and

more. Many attendees walk around with their

own pairs hoping to find prospective buyers or

traders.

Jordan and Nike designers review

submissions from contestants and

pick a winner who will receive $5,000

in prizes and a $5,000 school grant.

Interviews

Just for Kicks DocumentaryPresents the underlying drivers and players that fueled

the global sneakers revolution and its $26 Billion global market. Just For Kicks offers an insider‟s history of hip hop‟s most treasured fashion item; revealing behind the scene stories with exclusive testimonies and the charismatic personalities that influence pop culture.

http://video.google.com/videoplay?docid=6444453634416523444#docid=-2250530159326881583

Video: Sneakerheads Who Keep Separate Apartments for Their Shoes

1,000 sneakerheads gathered in the Times Square Arts Center to buy, sell, and trade their collections of sneakers at the first annual SneakerCon. Watch the video to see what's hot in the world of sneakers and find out how many thousands of dollars some people are willing to spend on them.

http://nymag.com/daily/fashion/2009/03/video_snea

kerheads_who_keep_se.html

Key Figures

Early Movie Influences:Beat Street (1984)

Wild Style (1983)

Early Brand Influences:Converse

Adidas

Nike

Early hip-hop Influences:Doug E. Fresh

Run D.M.C.

Early Athletic Influences:Michael Jordan

Charles “Chuck” Taylor

Via http://www.wiretapmag.org/arts/44248/

Nike

21 Mercer Street 10013 New York (Soho)

Atmosphere: The entrance was very

unique and appealing. The music was

commercial urban sounds.

Products: They had a lot of retro

shoes that were different from what

I‟ve seen in other stores and the

layout was distinctive.

Special Features: The tribute to the

World Cup was amazing. All the

murals and graffiti that covered the

walls were interesting.

Comments: The staff wasn‟t

pleasant and barely acknowledge us

when we came into the store.

Adidas Originals

Atmosphere: Upbeat, retro and colorful with

techno music playing

Products: Adidas shoes, clothes, and

accessories

Special Features: Foosball table, Mi section,

rotating turnstile for featured shoes

Comments: The shoes were found in the very

back of store which may be a tactic to have

individuals look at all the gear as they make

their way to that area. Clean displays and nice

informative staff

136 Wooster St, 10012 New York (Soho)

Puma

521 Broadway 10012 New York (Soho)

Atmosphere: The Puma Store was colorful

and futuristic but the setup was average and

commercial universal music was playing in

the background.

Products: The sneaker selection was decent

but all the products looked the same.

Downstairs were a lot of t-shirts with unique

graphics on them.

Special Features: Their World Cup theme

was the best part of the store and the, “Love=

Football” campaign ads were really

interesting.

Comments: The staff was welcoming and

very helpful.

Flight Club

Atmosphere: Laid-back, vintage style

with hip hop music playing

Products: Jordans and Nikes, Vintage

hats and jackets

Special Features: Bench with flight

club decorations covering it, all shoes

wrapped in cellophane

Comments: They have a good variety

of shoes but it somewhat looks like

a thrift shop. It‟s cluttered and small.

Cellophane on the shoes looks tacky

but it may appeal to sneakerhead who

never wear their sneakers.

267 Lafayette, 10012 New York (Soho)

151 Orchard St., 10002 New York (Lower East Side)

Reed Space

Atmosphere: Clean, neat, almost like a museum or

art work-shop. Hip-hop music and laid back, friendly

workers

Products: Screen tees, SneakerFreaker Magazines,

cultural books, music, hats, shirts, small selection of

shoes

Special Features: Currently doing a collaboration with

Oakley, so shades were displayed in cases with

pictures featuring the history of Oakley around the

store. Magazines sold in chairs hanging from the wall.

Figurines. Design blueprints

Comments: Cool layout, original ideas, Oakley

collaboration is interesting, design blueprints are cool,

good selection of shirts but high prices.

Dave‟s Quality Meat

7 E 3rd Street 10003 New

York (East Village)

Atmosphere: The set up is very neat

and open and gave off a chill

atmosphere. Brick walls and the wood

floors were appealing. Metal music and

cool rock was playing.

Products: They have a lot of Vans,

vintage Nike dunks, very few Converse,

and a nice collection of Blazers.

Special Features: When you buy a shirt

from DQM it‟s wrapped like meat

packaging.

Comments: This store looks like it‟s

primarily for skaters. The staff wasn‟t

helpful at all.

aNYthing

51 Hester Street 10002 New York

(Lower East Side)

Atmosphere: Soft rock was playing

which gave the store a relaxed vibe. It

was located at the top of China Town.

Products: They only sell apparel that is

“aNYthing” brand. They had nice collar

shirts and cool shirt designs. The sale

items were a good buy as well.

Special Features: The ceiling lighting

was cool and caught my eye. Their wall

pictures were provocative but went with

the theme of the store and their

merchandise.

Comments: If you are a sneakerhead

this is not the store for you.

Premium Laces

68 Spring Street 10012 New

York (Soho)

Atmosphere: The workers were very

friendly and the rock music playing went with

the theme of the store and staff.

Products: They had all the new commercial

Nikes and Jordans and a great variety of

Converse Chuck Taylors. There were a lot of

t-shirts with unique graphics on them.

Special Features: The custom wall

paintings were distinctive and made the

store feel home-like.

Comments: Premium Laces would be a

good store for a sneakerhead.

Alife Rivington ClubAtmosphere: High-end

exclusive store. Very neat

and clean. Local rap and

reggae music

Products: Nikes,

Jordans, Adidas, and Alife

products.

Special Features:

Buzzer, display of fish

eating an Alife shirt, wall

of shoes on wooden

shelves, chandelier, and

red carpet.

Comments: Feels high

class, entrance is cool,

ARC2 is more laid-back

with only Alife products.

158 Rivington St., 10002

New York (Lower East

Side)

WestAtmosphere: New York hip hop music,

exclusive feel because of certain

features. Dry atmosphere.

Products: A lot of Vans in stock,

commercial Nikes, very few Jordans,

Saucony, New Balance, Converse, and

new brands like Native and Red Wing

Shoes. There was a limited amount of

exclusive Nikes.

Special Features: A red velvet rope

upon entrance. The water-colored wall

art was interesting.

Comments: The staff didn‟t greet us

when we entered. There was a good

variety of shoes.

147 West 72nd Street 10023 New York

(Upper West Side)

Atmos

Atmosphere: A small store with a big

store feel, commercial music, and

inattentive staff.

Products: Shirts, skateboards, Nike,

Jordans, Polo, Vans, Supra, Adidas,

Reebok, Timberland, and Ubiq

Special Features: Wall display of

shoes is nice.

Comments: The staff didn‟t pay

attention to customers but it‟s worth

shopping at because the store has a

good variety.

203 W. 125th St., 10027 New York (Harlem)

Premium Goods

Atmosphere: Very small store but was

clean with wood floors. It felt like I had

to get in and get out. Not meant to

browse for a long time. The music

playing was contemporary jazz.

Products: Small but good selection of

Nikes, Air Jordans, Vans, Nike jackets,

and shirts.

Special Features: Cool wall designs

and interesting decorations

Comments: Not impressive and the

worker did not greet us.

347 5th Avenue, 11215 New York

(Brooklyn)

Goliath Atmosphere: Very organized and neat. There

was local music playing. Laid back.

Products: Great collection of graphic tees, hats,

Blazers, Jordans, Supras, and Nikes. Had rare

Air Force 1s. Sick backpacks with funky

designs. Also sold skateboards.

Special Features: Their register section looked

like a bar and behind it was their hat selection

which was pretty cool.

Comments: I would definitely shop here. The

staff was welcoming and the shoe variety was

amazing.

175 East 105th Street 10029 New York (East Harlem)

Memes3 Great Jones Street 10012 New York

(Soho)

Atmosphere: The store is classy and set up

very nice. Displays in the middle draw you in.

Products: Men‟s t-shirts were in abundance

with unique designs on them. Cool clothes

with a throwback, old school style. They had

Timex calculator watches. Shoe selection is

very low and only consist of Reebok Pumps,

Doc Marten‟s, Yamamoto for Adidas, and

Timberland Abington Collection.

Special Features: Products in glass cases

brought an exclusive feel to the store.

Comments: Worker said Nikes aren‟t cool

anymore and don‟t have any exclusivity.

“Anyone can get them,” he says.

Resources Sneaker Talk

http://www.wiretapmag.org/arts/44248/

http://www.urbandictionary.com/define.php?term=sneakerhead

History

http://sneakernews.com/2009/06/11/michael-jordan-spike-lee-vintage-nikeair-jordan-ads

http://www.sneakerhead.com/sneaker-history-p1.html

http://sneakers.about.com/od/sneakers101/a/Sneakerhead.htm

Boutiques

http://nymag.com/shopping/features/42590/

http://www.blackbookmag.com/guides/new_york/shopping/a/features--sneakerheads

Releases

http://www.wiretapmag.org/arts/44248/

http://www.highsnobiety.com/news/2009/01/25/nike-coraline-dunk-special-edition-artist-edition/

Converse + Dr. Seuss

http://latimesblogs.latimes.com/jacketcopy/2010/07/dr-seuss-meets-converse.html

Events

http://www.sneakerpimps.net/home.php

http://www.kixpo.com/index.html

www.nike.com/futuresole/index.jsp

www.sneakercon.com