Inside the rise (and coming fall?) of marketing's infatuation with sneakerheads
Briefly

The success of sneaker marketing lies in the vast community of sneakerheads, which is over 10 million strong on platforms like Reddit, fostering engagement and brand loyalty.
The sneakerhead demographic is not just lucrative; they are also seen as cultural tastemakers, making them essential to brands seeking to resonate within youth culture.
Reports show that sneakerheads are primarily younger individuals who wield substantial disposable incomes and actively engage with brands online, making them prime targets for marketers.
The dynamic of collab culture has roots in the sneaker world, illustrating how partnerships can radically reshape brand identities and market reach, creating both unique offerings and deep connections with consumers.
Read at The Drum
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