The document discusses sneakerhead culture and how it has evolved over time. It describes sneakerheads as people who collect rare and exclusive sneakers and see them as a representation of their individual style and personality. The culture started within niche communities but has grown more mainstream. Brands have had to carefully integrate and participate in the culture in order to be embraced by sneakerheads, such as by sponsoring events and forming strategic alliances. The culture continues to spread through online forums and social media where sneakerheads share their passion and knowledge.

1. What is your style? January 26,2009 The Integer Group

2. The Museum Experience

3. The New Art Gallery

4. Sneaker Heads

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

8. Sneakerculture Foundation Exclusivity Individuality/Creativity Culture Community

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. Exclusivity Example Bathing Ape

12. Bathing Ape Strategy Exclusive Locations No investment in marketing Result: Huge demand for Bathing Ape across the globe Perplexing Website Strategy:

13. Tylenol’s New Niche Market Skateboarding Culture

14. Sponsored Events

15. Strategic Alliances Skateboarder/Breakdancer Tony Trujillo BMX Biker Dave Young

16. Sponsorship The Tylenol Bowl: Brooklyn, NY

17. Viral Video of The Tylenol Bowl Short documentary on the creation of the Tylenol Bowl

18. Tylenol’s Strategy Strategy: Aligning Tylenol as a “cultural participant” within the skateboarding community Authentic Commitment Engagement

19. Exclusivity Sneakerhead Purchasing Habits Two important sources used to purchase their shoes Boutique Shops The Internet

20. Exclusivity Shift Exclusivity Boutiques Mass Distribution

21. Creativity/Individuality “ It's all about being the unique kid on the block”

22. Consumer Generated Content

23. Consumer Generated Content Design Contests Widget for consumers to download

24. Consumer Generated Sneaker Art

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”

30. Hypebeast Wars Genuine Sneakerhead Hypebeast

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. Evolution of the Hypebeast

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. Sneakerhead Community

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. Blogs/Forums Hypebeast.com Education Tool Brand Gauge Shopping Catalogue

37. Social Networking Sneakerplay.com

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. Sneakerplay.com Sneaker Battle

40. Sneaker culture on Facebook Incorporating “sneakerhead” as part of their online identity

41. The Kixpys Awards

42. Offline Activity

43. Boutique Shop Events

44. Sponsored Events +

45. Shoe Events

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