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Nike's Sneakerhead World

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Method Section: To conduct this study on Nike I used a mix of primary sources, books, and websites that are all dedicated to Nike Brand’s past and present history. All of the sources I used have proven to be credible in the sneakerhead world and are sources that Nike will leak information to so they can publish it and make it known to everyone it may interest. Additionally, I used a connection I have with the District Loss Prevention Manager at Nike, Inc for the greater New York City Area to obtain an interview in order to gain insight into why Nike conducts limited releases the way they do. To protect his identity, for this paper I will be referring to him as “Bill Harris” as he provided me with insider information that is classified and…show more content…
For my specific discourse community I am studying Nike and they community of followers they have built up around their organization, but first it is important to have a good grasp on what exactly a “sneakerhead” is because they are Nikes specific target audience for limited edition shoes. With the rise of sneaker culture and sneakerheads, there has been a museum exhibit in the Brooklyn Museum to pay tribute the rise of sneaker culture (see Figure 1), there are many different sneaker shows that travel across the United States and globally, such as SneakerCon to give a space for sneakerheads to buy, sell, trade, and talk about sneakers (see Figure 2-5), and there has also been a documentary made to give a detailed look at what sneakerheads are like and how they interact with each other. In short, the documentary discusses a very popular question from within the sneaker community which is, “‘To Rock or Stock?’ Sneakerheads will do almost anything to get their hands on a unique pair of kicks, going to such extreme lengths as hiding in trash cans to score a pair of Retro Jordan 11s to camping for days in sub zero temperatures for the latest Nike Foamposites. How did sneakers become as prized as collectable art? From the shores of Cali to the congested streets of Tokyo, Sneakerheadz examines the cultural influence of sneaker collecting around the world and delves into a subculture whose proud members don’t just want to admire art, they want to wear it” (Synopsis). With unique Jordans releasing just about every Saturday and a growing desire for the shoes with the continued growth of the sneaker community, when a limited release pair comes out, people will do whatever it takes to get their hands on a pair. As a response, Nike corporate has come up with certain strategies to best create hype around the limited launches and they have also created security protocols which are
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