6. The mindset of a sneakerhead "I like having shoes that no one else has at the time. I want to feel different than everyone else." "I never wear the same pair twice in a row. Once I notice other people wearing the same shoes, I switch." "To me, sneakers are a way of life. They show people who you are. It's all about being the unique kid on the block.
7. How to become a sneakerhead Decide that sneakers are the gods of all shoes Select a list of brands that you believe that is created above all others Buy every type of sneaker in the brands of your choice Store your sneakers in their original box or in a walk-in closet that will allow them to breathe Wear a pair of sneakers at all times Attend sneakerhead events Have a point of view Source: ehow.com
10. Bathing Ape Founded in 1993 by Nigo Native of Tokyo, Japan Only 4 locations in the world: Los Angeles, California Tokyo, Japan London, England New York, New York Bathing Ape stores are very difficult to find Buying restrictions within the each store Website is purposely confusing
12. Bathing Ape Strategy Exclusive Locations No investment in marketing Result: Huge demand for Bathing Ape across the globe Perplexing Website Strategy:
25. Creativity Shift “ It’s more then just the shoes. You have to have the complete outfit to be fresh” Tracker Jacket Jeans Hoodie T-Shirt Glasses
26. Sneakerhead Culture Mantra “ Sneaker culture is a form of political and cultural exploration and expression”
27. From downstream to mainstream Politics Art Cartoons Philanthropies “ Sneaker culture is a form of political and cultural exploration and expression” NBA Hip Hop Skateboarding College Sports Holidays Religion
28. Politics Presidential Election 2008 Presidential Candidate Barack Obama Philanthropy Think Pink Pack Designed by Nike Entertainment Sponge Bob
29. Key Findings Sneakers play a pivotal role in becoming major artifacts of popular culture Sneakerheads are developing into “popular culture curators”
31. What is a Hypebeast? “ Someone who nobody likes so they dress streetwear so they look cooler” “ One that takes a style, not because they like it, but because they want to impress other people”
33. Key Findings Unique creative expression/style is key to being a true “sneakerhead” Sneakerheads have developed a “gauge” that can between individuals who are “real” and who are “feeling the hype”
35. Where does this culture exist? Online Blogs Social Networks Sneakerhead Forums Online Magazines Flickr Online Boutique Vendors Offline Boutiques Television Shoe Events Magazines Word of Mouth Ebay
38. Sneakerplay.com Largest social network for Sneakerheads Other features from Sneakerplay.com Upload, tag, and share photos Faceoff other members in a sneaker vs. sneaker battle Browse thousands of original photos uploaded by other members Connect with people in the global street culture
46. Key Lessons Commitment Assimilate into the sneakerculture Learn the norms and knowledge, not just produce the objects Be sensitive to cultural boundaries Bring stories (provenance, history, etc) Contribute to the community Follow the fine art metaphor to understand how to behave Be a participant not an observer