Who is the sneakerhead?

A sneakerhead is a person who spends his pocket money on sneakers that he may never wear, but is happy to hold and look at them. They are not just shoes because sneakers are a way of life, a way of self-expression for them. While some feel complete when they put it on their feet, others are the ones who place this treasure, which they have been chasing for months, in their private safe.

Many sneakerheads, from sneaker entrepreneurs, collectors, students, to leading names in the world of music, art, sports and fashion, have become a part of this passionate trend.

On the other hand, this passion of sneakerheads, who wait in front of the store for days without saying rain and mud, and try to reach that special design that adorns their dreams by camping, is frequently criticized and seen as an addiction.

When we look at Japan, which is a sneaker city, we can see a different trend in the spread of culture compared to America. This culture, which was triggered by opinion leaders, celebrities, artists and figures who influenced the masses in America, existed with different dynamics when it jumped to the east.

The Japanese focused on designs, innovation, details and prioritized fashion. It was important to them that it was complementary to the other pieces on it, not which celebrity they wore. Sneakers were the modern man's meeting with fashion independently of prints.

Perhaps the spread and popularization of this trend varied from country to country, from culture to culture: Brands followed different strategies, leading the spread of this trend and wanted to dominate the market.

However, beyond all these differences, there has always been one common point in the communication strategy of the brands, and that is “stories”…

Each sneaker was born and exists with its story.

Sneakerheads also fell in love with this story.