The Shifting Sneakerhead Landscape

Published 20 April 2022

Authors
Katie Devlin,Lynn Kim

An immensely lucrative yet notoriously elusive world, the landscape of sneaker culture continues to shift considerably as consumer priorities, attitudes and preferences develop. In this report, we highlight actionable insights into the evolving sneakerhead community, spanning core demographics, brands to know, key influences, and effective commerce strategies.

In 2017, we highlighted the growing athleisure and sneaker market. In the US, its valuation has increased from $59bn in 2017 to $85bn in 2022. Brands are targeting young consumers who view sneakers as status symbols and investment pieces.
Underlying the streetwear landscape is a call to celebrate roots and build community. New and established labels are speaking to the Gen Z consumer, creating objects with story-driven missions. Brands are making strides through cultural celebration, artist collaborations, and sustainable impact.
From basketball and Fortnite to grime and pop music, the evolving sneakerhead landscape draws inspiration from multiple cultural touchpoints and influencers, encompassing both digital and IRL aesthetics. In this section, we break down the key industries and influencers blazing a trail for the modern sneakerhead, and provide ample inspiration for collaboration and licensing opportunities.
The global sneaker market is expected to be valued at $102bn by 2025 (Run Repeat, 2021), and there are more ways than ever to tap into this burgeoning category. No longer only concerned with product drops and collaborations, sneakerheads have turned facets like resale, customs and digital fashion into lucrative revenue streams and legitimate investments.

The Shifting Sneakerhead Landscape

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Topics

Race and Cultural Diversity
Retail
Sports & Leisure
Gaming
Children & Youth
Leisure
Ecommerce
Influencers
Brand Experience
Digital
NFTs & Cryptocurrency
Pop Culture

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