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What is your style? January 26,2009 The Integer Group
The Museum Experience
The New Art Gallery
Sneaker Heads
Who are they?  <ul><li>“ A person who collects limited, rare, OG, or flat out exclusive kicks” </li></ul><ul><li>“ Somebod...
The mindset of a sneakerhead &quot;I like having shoes that no one else has at the time. I want to feel different than eve...
How to become a sneakerhead Decide that sneakers are the gods of all shoes Select a list of brands that you believe that i...
Sneakerculture Foundation Exclusivity  Individuality/Creativity  Culture  Community
Exclusivity  <ul><li>What brands have integrated into the sneakerhead culture? </li></ul>
Bathing Ape Founded in 1993 by Nigo Native of Tokyo, Japan Only 4 locations in the world: Los Angeles, California Tokyo, J...
Exclusivity Example Bathing Ape
Bathing Ape Strategy Exclusive Locations No investment in marketing Result:  Huge demand for Bathing Ape across the globe ...
Tylenol’s New Niche Market  Skateboarding Culture
Sponsored Events
Strategic Alliances  Skateboarder/Breakdancer Tony Trujillo BMX Biker Dave Young
Sponsorship  The Tylenol Bowl:  Brooklyn, NY
Viral Video of The Tylenol Bowl Short documentary on the creation of the Tylenol Bowl
Tylenol’s Strategy Strategy:  Aligning Tylenol as a “cultural participant” within the skateboarding community Authentic Co...
Exclusivity  Sneakerhead Purchasing Habits Two important sources used to purchase their shoes  Boutique Shops  The Internet
Exclusivity Shift  Exclusivity  Boutiques  Mass Distribution
Creativity/Individuality  “ It's all about being the unique kid on the block”
Consumer Generated Content
Consumer Generated Content Design Contests Widget for consumers to download
Consumer Generated Sneaker Art
Creativity Shift “ It’s more then just the shoes. You have to have the complete outfit to be fresh” Tracker Jacket Jeans H...
Sneakerhead Culture Mantra “ Sneaker culture is a form of political and cultural exploration and expression”
From downstream to mainstream  Politics Art Cartoons Philanthropies “ Sneaker culture is a  form of political and cultural...
Politics  Presidential Election 2008  Presidential Candidate Barack Obama Philanthropy  Think Pink Pack Designed by Nike E...
Key Findings  Sneakers play a pivotal role in becoming major artifacts of popular culture  Sneakerheads are developing int...
Hypebeast Wars  Genuine Sneakerhead  Hypebeast
What is a Hypebeast?  “ Someone who nobody likes so they dress streetwear so they look cooler” “ One that takes a style, n...
Evolution of the Hypebeast
Key Findings Unique creative expression/style is key to being a true “sneakerhead” Sneakerheads have developed a “gauge” t...
Sneakerhead Community
Where does this culture exist?  Online Blogs Social Networks Sneakerhead Forums  Online Magazines Flickr Online Boutique V...
Blogs/Forums  Hypebeast.com  Education Tool Brand Gauge  Shopping Catalogue
Social Networking  Sneakerplay.com
Sneakerplay.com Largest social network for Sneakerheads Other features from Sneakerplay.com Upload, tag, and share photos ...
Sneakerplay.com Sneaker Battle
Sneaker culture on Facebook Incorporating “sneakerhead” as part of their online identity
The Kixpys Awards
Offline Activity
Boutique Shop Events
Sponsored Events  +
Shoe Events
Key Lessons Commitment Assimilate into the sneakerculture Learn the norms and knowledge, not just produce the objects Be s...
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Sneaker culture

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Sneaker culture

  1. 1. What is your style? January 26,2009 The Integer Group
  2. 2. The Museum Experience
  3. 3. The New Art Gallery
  4. 4. Sneaker Heads
  5. 5. Who are they? <ul><li>“ A person who collects limited, rare, OG, or flat out exclusive kicks” </li></ul><ul><li>“ Somebody who owns a number of sneakers and is always up on the latest J's that come out. Their collections consist of rare, vintage, and collectable sneakers from classic Chuck Taylor's to custom Nikes” </li></ul>
  6. 6. The mindset of a sneakerhead &quot;I like having shoes that no one else has at the time. I want to feel different than everyone else.&quot; &quot;I never wear the same pair twice in a row. Once I notice other people wearing the same shoes, I switch.&quot; &quot;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. 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
  8. 8. Sneakerculture Foundation Exclusivity Individuality/Creativity Culture Community
  9. 9. Exclusivity <ul><li>What brands have integrated into the sneakerhead culture? </li></ul>
  10. 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
  11. 11. Exclusivity Example Bathing Ape
  12. 12. Bathing Ape Strategy Exclusive Locations No investment in marketing Result: Huge demand for Bathing Ape across the globe Perplexing Website Strategy:
  13. 13. Tylenol’s New Niche Market Skateboarding Culture
  14. 14. Sponsored Events
  15. 15. Strategic Alliances Skateboarder/Breakdancer Tony Trujillo BMX Biker Dave Young
  16. 16. Sponsorship The Tylenol Bowl: Brooklyn, NY
  17. 17. Viral Video of The Tylenol Bowl Short documentary on the creation of the Tylenol Bowl
  18. 18. Tylenol’s Strategy Strategy: Aligning Tylenol as a “cultural participant” within the skateboarding community Authentic Commitment Engagement
  19. 19. Exclusivity Sneakerhead Purchasing Habits Two important sources used to purchase their shoes Boutique Shops The Internet
  20. 20. Exclusivity Shift Exclusivity Boutiques Mass Distribution
  21. 21. Creativity/Individuality “ It's all about being the unique kid on the block”
  22. 22. Consumer Generated Content
  23. 23. Consumer Generated Content Design Contests Widget for consumers to download
  24. 24. Consumer Generated Sneaker Art
  25. 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. 26. Sneakerhead Culture Mantra “ Sneaker culture is a form of political and cultural exploration and expression”
  27. 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. 28. Politics Presidential Election 2008 Presidential Candidate Barack Obama Philanthropy Think Pink Pack Designed by Nike Entertainment Sponge Bob
  29. 29. Key Findings Sneakers play a pivotal role in becoming major artifacts of popular culture Sneakerheads are developing into “popular culture curators”
  30. 30. Hypebeast Wars Genuine Sneakerhead Hypebeast
  31. 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”
  32. 32. Evolution of the Hypebeast
  33. 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”
  34. 34. Sneakerhead Community
  35. 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
  36. 36. Blogs/Forums Hypebeast.com Education Tool Brand Gauge Shopping Catalogue
  37. 37. Social Networking Sneakerplay.com
  38. 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
  39. 39. Sneakerplay.com Sneaker Battle
  40. 40. Sneaker culture on Facebook Incorporating “sneakerhead” as part of their online identity
  41. 41. The Kixpys Awards
  42. 42. Offline Activity
  43. 43. Boutique Shop Events
  44. 44. Sponsored Events +
  45. 45. Shoe Events
  46. 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

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