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

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  • Greg Grovey, Diana Garza

    (University of the Incarnate Word, United States)

  • Greg Grovey, Diana Garza

    (University of the Incarnate Word, United States)

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.

Suggested Citation

  • Greg Grovey, Diana Garza & Greg Grovey, Diana Garza, 2023. "Exploring the Sneakerhead Culture, Expression, Buying Behavior, and a Billion-Dollar Industry: A Theoretical Literature Review," Scientia Moralitas Conference Proceedings 01275, Research Association for Interdisciplinary Studies.
    • Handle: RePEc:smo:scmowp:01275
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    References listed on IDEAS

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