Consider This Clickbait
This is about sneakers, clickbait, sensationalism, and doing what’s right.
In the world of sneaker culture right now, every step seems to lead you into another maze of hype, misinformation, and cringeworthy content. These relentless circuses are a distraction from the heart and sole of what sneaker appreciation truly embodies. It's easy to get lost in the headlines, the sensationalism that surrounds celebrity-endorsed kicks, or the clickbait-driven commentary that has become the majority of words spewed across certain social platforms. Hype is real and whether we like it or not, it’s a part of the game. That said, although it may not seem like it, we don’t have to play by those unwritten rules that seem to force sneaker media and social media influencers to sell their soles in the name of more clicks and views.
Buried in the shock-factor, lack-of-accountability, and grossly-misguided-predictions approach disguised as keeping consumers informed, there's an authenticity that many sneaker enthusiasts are craving.
In countless conversations I have had over the past few months, there is a plea for a return to essence, a call to celebrate the unsung heroes of the sneaker world—the designers laboring behind the scenes, the rich history and nostalgia that brought many of us together in the first place, and most importantly, the communities that sneakers have built and sustained. In my opinion, it feels long overdue, but shifting the spotlight from the sensational to the substantial, from TikTok trends to foundational stories that have cemented sneakers as cultural artifacts, is a change that is needed to keep the footwear industry flourishing. It’s not just sneaker media and influencers that need to rethink their strategies, but the brands, retailers, collaborators, and resellers alike, all seem misguided at the moment.
The allure of celebrity collaborations has, no doubt, brought sneakers into the highest levels of the mainstream, elevating them from the closets of collectors to the big screen, from the asphalt of the streets to the polished floors of high-end luxury boutiques. However, the spotlight often overshadows the essence of what sneaker culture is, a culture rooted in community, with a shared passion for design, innovation, storytelling, nostalgia, and most importantly, human connection. Sneaker culture thrives not on the fleeting whims of high-profile personalities but on the collective memory and creativity of its community.
Throughout the woven uppers of sneaker history, there are threads that weave together stories of technological advancements, of groundbreaking designs that shifted the paradigm of footwear. These are the stories that deserve our attention—Nike's Air evolution, the radical introduction of Reebok’s The Pump technology, and the birth of adidas Boost cushioning. The list goes on and on. These innovations didn't just change sneakers; they changed sports, they changed business initiatives and marketing tactics, and they each introduced an elevated level of storytelling that has built on the previous generation.
Although at times it guides the industry, technology is not the only thing that defines sneakers. The artistry of sneaker designers has given us silhouettes as iconic as they are revolutionary. Each of us connects to the elements of an individual design on a personal level. Whether it's in the lines of the classic Air Jordan models, the distinctive shell toe of an adidas Superstar, the minimalist elegance of a Stan Smith, or the simplicity and comfort of a New Balance 990, these designs speak a universal language that can’t be contained by time and style trends. They return to the market time and time again to remind us that at its heart, sneaker culture is about the unique appreciation of form, function, and storytelling, a celebration of what makes each pair unique, and a common thread that connects us to those that recognize our shared appreciation for nuances that are overlooked by the masses.
Last but not least there's the community—the sneakerheads, the collectors, the enthusiasts who line up for hours, or spend months or years chasing a missed release. Driven by something different, not by the latest viral moment, or for the potentially high-dollar returns reselling can bring, but for the love of the game. The real community finds common ground in the shared excitement of a new drop, in the thrill of the hunt for a crazy deal, in the stories that each sneaker tells, and in being able to lend a helping hand to a fellow sneakerhead in finding that elusive rare pair. This is the essence of sneaker culture: a bond formed not by the name on the sneaker, but by the stories, memories, and passions that each pair represents.
As we navigate through the noise, let’s remind each other that sneaker culture isn't about getting caught up in the hype. Although, we all need a taste of guilty pleasure every now and then. It's about digging deeper, uncovering the stories behind the sneakers, the history, and the people who have shaped this culture. It's about celebrating the artistry, the innovation, and the community that sneakers have fostered.
Let's take this turning point as an opportunity to pivot away from the untrue and stand up for what we know is right, ignore the culture vultures, and get back to meaningful connections. Let's celebrate the designers, the innovators, and the community builders. Let's dive into the archives, explore the history, and share the stories of the sneakers that have left an indelible mark on us all. Let’s take the time to tell someone that you like their kicks today.
After all, sneaker culture is not just about what we wear on our feet; it's about the journeys those sneakers take us on, the memories they help us create, and the connections they help us forge. It's about returning to the roots of what made us fall in love with sneakers in the first place—the art, the innovation, the community, and the shared excitement of every new pair, whether on our own feet or the feet of our friends. In that return, I think we will find that the true essence of sneaker culture was never lost, just waiting to be rediscovered, celebrated, and shared with others.