Who Are These Sneakerheads?

Date
2015-11-11
Authors
Choi, Jin
Cluver, Brigitte
Kim, Minjeong
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Abstract

Despite an increasing social significance within the sneakerhead culture (i.e., consumption misbehaviors), an understanding of sneakerheads in terms of their perceptions, motivations and decision-making processes is virtually non-existent. In order to fill a gap in the literature, the current study incorporates a Grounded Theory (Glaser & Strauss, 2009) approach and aims to address 3 research questions; 1) Why do these sneakerheads buy, collect, and wear sneakers with such a high level of enthusiasm?, 2) How do these sneakerheads go about buying, collecting, and wearing sneakers?, and 3) What perceptions do these sneakerheads have regarding inequity and violent incidents related to the limited release of highly anticipated sneakers?

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