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Culture, Commerce, & the Ever-Changing World of Sneaker Culture
Sneakers have evolved into a cultural phenomenon, bridging the worlds of sports, fashion, and music, while sparking a high stakes resell market that has reshaped the industry
A door opens, and there it is. Another package delivery that may seem mundane to the people that drive by your apartment, but you have been waiting for this box all week. You eagerly take it inside and place it on your table. As you excitedly unwrap you slow down, running your finger over the top of the box. It’s black with a red logo in the middle. As you open the box you are blasted by an aroma that you find utterly intoxicating. It’s a combination of cardboard, leather, and various oils. You are in heaven, and you can’t believe you finally got your hands on a new pair of Air Jordans.
This sensation is one that countless people have experienced over the years, and it has formed a subculture that is only gaining popularity. Sneaker culture is a phenomenon that was born in the 1980s and it has influenced the trends we have seen in sports, pop culture, and mainstream fashion in the decades since. Its creation has spawned marketplaces and a collection community, but it has also led to price gouging and unattainable fashion trends. It’s amazing what a little rubber, leather, and expert marketing can accomplish.
