Exploring the Sneakerhead Culture, Expression, Buying Behavior, and a Billion-Dollar Industry: A Theoretical Literature Review

Diana Garza Greg Grovey () and Diana Garza Greg Grovey ()
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Diana Garza Greg Grovey: University of the Incarnate Word, United States
Diana Garza Greg Grovey: University of the Incarnate Word, United States

Scientia Moralitas Conference Proceedings from Research Association for Interdisciplinary Studies

Abstract: Understanding and identifying the culture of Sneakerheads and their buying behaviors has become a marketing strategy. Sneakers have become a symbolic commodity of ideas, attitudes, and beliefs. Sneakers have been defined as culturally significant and a form of expression for this unique culture. The purpose of this literature review is to identify the Sneakerhead culture, how Sneakerheads use sneakers as a form of expression, consumer buying behavior, and how this market has become a billion-dollar industry. Sneakers have become a symbol of status and wealth, a global commodity, an asset of choice, and a best-selling product. In 2020, China was the world’s leading footwear consumer, in line with its population and luxury consumption. By 2026, sneakers will account for a $120 million market. For Millennials and GenZ, sneakers have become a discreet luxury that signals wealth and bridges the fashion gap between established luxury and everyday wear. The sneaker phenomenon dates back to the 70s and 80s, first as an iconic marker of street identity to now becoming a celebrity staple. The Sneakerhead culture is worth exploring as it has become not only a profitable endeavor but also a form of expression and empowerment.

Keywords: Sneakerheads; cultural traits; buying behavior; industry; expression; luxury (search for similar items in EconPapers)
Pages: 7 pages
Date: 2023-03
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Published in the Scientia Moralitas Conference Proceedings, on February 19-20, 2023, pages 155-161

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Persistent link: https://EconPapers.repec.org/RePEc:smo:scmowp:01275

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