Sneaker Culture Analysis

Have you ever seen someone wearing a very rare pair of shoes that you have never seen before? Have you ever wondered how they got these shoes and how much they cost? Believe it or not Nike’s Air Jordan line of shoes has been at the forefront of a decade-long sneaker craze, which has grown so much it has become its own stock market. Jordan’s have been popular for many years and it is shown throughout pop culture, the increase in price and demand, the resale market that has skyrocketed in the last five years, and the history behind the shoe that made them so popular. Jordan’s are very well advertised through several popular outlets.

Michael Jordan’s, Nike, Adidas and Puma their shoe sales went up in the 1980’s. Amber J. Keyset started to design different shoes starting with Michael Jordans. When one pair was released more people grew into them either for the style or the history behind the pair. “Sneakerhead;a person who collects trade and/or admires sneakers as a form of a hobby, knowledgeability on sneakers”(Powell). Sneakerhead culture impacted the society with its new look and style by making them more desirable and increasing the shoe industry.

When it comes to the concept of sneakers and clothing, the majority of the population would think of it as just something we wear every day. They don’t think too much of it, and simply see them as something we wear. However, there is a certain part of population who love and live by clothing and sneakers. Major sneaker and clothing brands have established themselves to be forces in the market economy and with this they are attracting high demand and popularity. With the success of these brands, comes the subculture of sneakers and streetwear, who have attained a cult like following. I myself and many others are part of the subculture where we follow all things sneakers and clothing.

In addition, sneakers aren’t the most popular shoe for no reason,the shoes are comfortable, have foam,plush soles.For example, source one states “Breathable,nylon fabric to replace heavy canvas’’, which makes consumers want to buy more, sneakers

Nike has also grown its brand through celebrity endorsements. It spends a great deal of money sponsoring athletes, but it pays for itself tenfold. By endorsing influential celebrities and elite athletes, Nike is aligning itself with greatness while also empowering the consumer. As stated before, Nike customers aspire to be like the athletes they see in the commercials. They hope that by wearing Nike products they can achieve the same level of athleticism as their favorite athlete. You can even take it a step further and say the association between Nike and its prestigious athletes makes

In this mature shoe industry, companies compete to satisfy customers in many different ways creating intense competition for market share. It is critical to understand the nuances of strategies between companies in their attempt to compete. In this concentrated industry, a company has to find a way to be different to be successful. In the case of Industry 9, Company I should not worry about competing for price and quality with their competition, instead, they should focus on increasing their marketing efforts. They should take advantage of their celebrity endorsements and showcase these in their advertising.

There is no doubt that the Jordan brand is the most popular fashion sneaker in the world due to its design and reputation. This is an emerging segment that is looking for sport looking fashion shoe. They only buy the products for its style, value of the money and brand image instead of its original function. Basketball shoes became a tool for social and self-identification from few decades ago, specifically Jordan brand made revolution on their main usage, and the all-time superstar Michael Jordan still making money after retired from the league. He earned $100 million from Nike last year, and it was higher than his entire career salary (Badenhausen par. 2). For this reason, people like to spend money to acquire new or old classic fashion shoes

Tiger Woods, Kobe Bryant, and Michael Jordan, are just a few of the big names that help to sell Nike products. The line of Air Jordan products has been hugely successful for Nike. The Jordan line of shoes and apparel has been extremely successful since it’s beginning. The products are very expensive but the demand allows for the high prices to bring profit. The competitors are now bringing in celebrity and athlete endorsements as well. In many different ways Nike sets the standard for athletic shoes and apparel.

Even though they sell soft shirts and nice shoes that people want to buy it, Nike sells a little more because their shoes have a little more of a bright idea to their shoe. But Addias is more of a they want to make the shoe then see

To begin, people want to be just like their favorite celebrity. Everybody s favorite celebrities are coming out with their own sneaker line. Source 2 states “The hip-hop movement helped make sneakers fashionable, and famous athletes like NBA basketball player Michael Jordan turned certain brands into status symbols.” These celebrities have made the sneaker a new fab. Ya there expensive but atleast you will be cool.

“The sneaker culture is rising’’, more and more people every day is wearing nicer and nicer sneakers. And the resellers, value is getting higher. One of the cons of buying nice shoes is that some people sell fakes. Adidas and Nike are one of the biggest and most awarded sneaker companies out there due to such a nice job of sneakers. And one of the sneakers that is keeping everything alive is Jordans. Jordans have been a big hit ever since they came out, due to Michael Jordan's fame as a basketball player.

Fashion builds skills for different people improving their critical thinking, active learning, negotiating and instructing. In their documentary “Sneakerheadz” filmmakers David T. Friendly and Mick Partridge discuss the importance of sneakers as a reflection of society’s values. For example, the documentary traces the rise of Michael Jordan as a celebrity and sneaker fashion icon. The documentary shows how Jordan influenced society by the release of the “Retro” jordans. This impacted society heavily because everyone wanted to get their hands on a pair of Retro Jordans and at this time everyone wanted to be like “Mike.” Also in the documentary it shows the importance and the value of the different type of sneaker value. There was people getting jobs for Nike to design different type of sneakers getting more known with something they love. Also there was people who had outstanding sneaker collection, from Nike, Reebok, Adidas plus others. These people have from 1000-2000 pair of shoes in their house or in a holding lot. Throughout the movie people gave their opinion on sneakers and how much it means to their

- All these shoes will significantly increase their revenue because of its brand value and their high price represents that they have the best quality shoes that is out there.

One of these techniques includes name dropping. Just like Nike, Adidas uses many different celebrities when advertising their products. Adidas uses a whole range of celebrities from Kendall Jenner to David Beckham. This technique is called name dropping. This persuades the buyer to buy this product because many new and famous celebrities use it too. Also, Adidas uses an advertising technique called covert advertising. This is when they portray their product on media. Such as, movies, tv shows, and social media. And example is the movie Beverly Hills Cop and many different Adidas instagram accounts that they keep in touch with Adidas fans all around the world. However, when Nike uses their advertising techniques, they use an exaggeration technique to make people think that just by wearing their shoes that it will make them run faster than before. This makes people fall for it because they makes it seem like it is the best shoe out there for running. Also, another difference is that Nike uses emotional branding, which is when they use emotion to advertise their product. For example, they do this by playing a hero that overcomes challenges and adversity. This makes people feel sentimental to buy their product because Nike makes it look like the outcome of buying their product will be victorious. After all, both Nike and Adidas use a few similar

Consumers are not only wanting shoes and apparel to work out, but they also want their products to be fashionable. For example, kids aren’t just buying basketball shoes to play basketball in. Kids buy basketball shoes to wear to school because they are fashionable. This along with other examples have allowed Nike, along with other companies to produce a premium product with higher price points, and ultimately higher profit margins.