Autoethnography: The Subculture of Sneakerheads

Introduction

There is no doubt that a person does not exist in isolation. People are representatives of a particular culture that reflects a set of ideas, beliefs, and customs. However, it is a typical case that individuals, especially young ones, feel more connected to a specific idea or value system, and this fact makes them involved in narrower subcultures. This term denotes a group of people who differentiate themselves from the parent culture based on cultural, political, or other interests. In the United States, there are many subcultures, including skaters, goths, hipsters, seapunks, and so on. The current project will focus on the subculture of sneakerheads, comment on why it exists, and explain how insiders and outsiders view it.

Defining Sneakerheads

Every subculture has characteristic features, and sneakerheads are not an exception. In general meaning, the term under consideration refers to people “who collect, trade, and/or admire sneakers” (Matthews et al. 2). This footwear is not usual, and its history proves this thought. Gunduz demonstrates that sneakers appeared in the 19^th century as luxury items (2). This footwear has experienced some development throughout its history, and it became popular because of the most famous basketball players wearing it. Now, athletes and high-end designers, including Gucci, among others, produce and distribute their sneakers (Gunduz 5). Consequently, people are actively involved in buying rare items and participate in reselling activities (Luecke par. 8). However, this footwear is not the only characteristic feature of this subculture. Luecke admits that sneakerheads tend to repurpose traditional objects to their own needs (par. 3). It indicates that representatives of this subculture share a specific approach to life and want to adjust it to themselves.

Now, it is reasonable to present my own experience regarding the given subculture. I have chosen to be a sneakerhead for two reasons. Firstly, I like sneakers since they are comfortable and appealing to me. Secondly, many of my friends are representatives of this group, and they attracted me. It denotes that for me, participation in the subculture is more about friendship and positive emotions because of interaction with close people. I do not chase expensive footwear, but I understand that purchasing rare sneakers is advantageous within the subculture. Thus, my personal experience and the research above fail to present exhaustive information on responses that sneakerheads experience in society. That is why the following section will synthesize interviews with representatives of this group.

Insider Perspective

In an attempt to assess the subculture from an insider perspective, I conducted two personal interviews with men who classified themselves as sneakerheads. I met them and asked each to answer seven open-ended questions regarding the subculture. The full transcripts of these interviews are presented in Appendix A and Appendix B, while the following paragraphs will mention quotes and paraphrases and comment on them to describe the subculture.

The two participants are men in their early 20s, and they offer relatively similar descriptions of the subculture. The two respondents admit that a specific attitude toward sneakers is the center of the subculture. However, the differences appear when they describe how they became sneakerheads. For example, Interviewee 1 relies on the connection between sneakerheads and basketball, while Interviewee 2 mentions “a TV show about sneakerheads.” The two participants admit that the subculture provides them with some benefits, and they are an obsession with footwear and friendship for Interviewee 1 and the satisfaction of personal interests for Interviewee 2. Simultaneously, the two respondents stipulate that they have not experienced social oppression or discrimination based on their belonging, while personal disputes with other people are associated with financial issues. Even though the two men appraise the diversity and openness of the subculture, they have different opinions regarding its future. Thus, Interviewee 1 is more optimistic since he is “sure that more and more people will be involved in this subculture,” while Interviewee 2 suggests a not promising future because the youth is not engaged in the movement.

The information above is helpful for understanding how sneakerheads perceive their own subculture. They admit their robust connection to material objects, but this fact does not make them narrowly focused. It refers to the fact that the obsession with sneakers can be associated with basketball, and this fact integrates people in society. Sneakerheads are also friendly and open to the whole community since they are ready to welcome new members. It can denote that this subculture understands its role in society and does not separate itself from the public.

Outsider Perspective

At this point, one should state that considering the subculture from an outsider perspective is also helpful. This process allows for identifying what people who are not associated with the subculture think about it and how they perceive it. A “structural” observation can be considered a suitable approach since this methodology can help collect the required information. The current observation occurred when I asked three sneakerheads to spend an hour walking along the central square. I watched this process from a distance and looked for how others would respond. The goal was to find cases when bystanders turned at the sneakerheads, mocked at them, or expressed any other evident reactions.

The results were not surprising because not many people drew attention to the sneakerheads. The rationale behind this fact is that representatives of this subculture do not have any evident appearance that can attract others. For example, goths wear black clothes and make-up, and this fact can draw some people’s attention. As for sneakerheads, they usually look like ordinary citizens, meaning that those who are interested in the topic can only differentiate rare footwear. The proof for this statement occurred when a man wearing sneakers came to the participants of my observation to talk about the subculture.

These findings prove the interviewees’ words that society does not oppose or discriminate against sneakerheads. It is a typical case that not all people understand that a specific person represents this subculture. This fact also indicates that outsiders do not feel any threat from sneakerheads. Consequently, one can suppose that the information above is sufficient to claim that the subculture under analysis is considered tolerant and friendly by the general public.

Commenting on the Subculture

The given section is going to present a few essential thoughts regarding the topic under analysis. Firstly, it is reasonable to comment on what information indicates that sneakerheads represent a separate subculture. As has been mentioned above, this term denotes people that gather around a specific idea or concept. In this case, sneakers play this role because these individuals are obsessed with footwear. Even though these people do not have any evident external features, their connection to sneakers and involvement in reselling activities allow for talking about them as an independent subculture.

Secondly, one should admit that sneakerheads have friendly attitudes toward others. If I needed to explain anything about this subculture to an outsider, I would highlight this tolerance. These individuals do not intrude their opinions on others, they are not aggressive, and society appreciates it. Consequently, the acquaintance with the subculture should begin with such concepts, meaning that love to footwear is secondary. Furthermore, it could be rational to emphasize diversity that is found within the group because sneakerheads do not discriminate against their peers.

Thirdly, there is no doubt that the research, interviews, and observation provided me with much information about the sneakerhead subculture. Now, I know its history, central beliefs, and how its representatives cooperate with society. This information was not new for me because I witnessed almost all these details from my personal experiences. However, I was pleasantly surprised with the fact how the subculture addressed diversity. Since many people today suffer from racism, it is exciting to find a group of people who will avoid discrimination of all its types.

Defining the Project Value

It could be reasonable to devote a separate section to comment on the value of this and similar projects. This paper is helpful since it offers a comprehensive overview of a specific subculture. On the one hand, scholarly articles and Internet pages are valuable sources to find theoretical data on the topic. On the other hand, personal interviews and a “structured” observation can be considered efficient to find information firsthand. As a result, the project is a collection of detailed data about the subculture, its history, characteristic features, position in society, and others. Consequently, the given autoethnography is helpful for those people who are interested in learning this subculture and what groups comprise modern society. Moreover, those people who want to become sneakerheads will also find much useful data after reading this report.

Furthermore, it is worth admitting that this and similar projects offer some benefits to their authors. It refers to the fact that it is necessary to use multiple scientific methods and approaches to delve into this exciting topic. For example, planning and organizing interviews, conducting observations, and reviewing literature are essential skills for every scholar. Expertise in these areas demonstrates that authors will manage to investigate many other issues within the social science field. Thus, there is no doubt that the given project is valuable because it offers many advantages to various stakeholders in society.

Conclusion

The autoethnography has presented an overview of the sneakerhead subculture. It has described its history and a few characteristic features that allow for identifying the people who are obsessed with sneakers as a separate and independent group. The project is valuable since it relies on highly credible information. It refers to both primary and secondary sources, and their analysis revealed a few essential details regarding the topic under consideration. In particular, it has been found that sneakerheads represent a highly tolerant subculture. It equally refers to their internal relationships and the connection with society. It is not typical for sneakerheads to discriminate against others based on their race, gender, and other characteristics. Thus, it is worth mentioning that the subculture under analysis is not all about footwear. The evidence in the project has demonstrated that this group consists of people who welcome diversity, know what they want, and try to achieve it without creating any barriers for others.

References

Gunduz, Erin. “The Intersection of Sneakerhead Culture and Racism in the United States of America.” Intersect: The Stanford Journal of Science, Technology, and Society, vol. 13, no. 2, 2020, pp. 1-26.

Interviewee 1. Appendix A.

Interviewee 2. Appendix B.

Luecke, Andrew. “The Ten Most Influential Subcultures of the Decade.” Highsnobiety, 2021. Web.

Matthews, Delisia, et al. “I Wear, Therefore I Am: Investigating Sneakerhead Culture, Social Identity, and Brand Preference Among Men.” Fashion and Textiles, vol. 8, no. 1, 2021, pp. 1-13.

Oleniacz, Laura. “More than Just Shoes: What You Need to Know About Sneakerhead Subculture.” NC State University, 2021. Web.

Appendix A

Interview Transcript 1

1. How do you identify yourself? I am a sneakerhead.
2. What are the characteristic features of your subculture? Sneakerheads are obsessed with their footwear, but this subculture is also for enterprising people who know what they want and how to achieve it.
3. Why have you chosen to belong to this subculture? I have been an NBA fan for the whole life. I admired the play of LeBron James, Michael Jackson, and others. I wanted to copy their style, and this fact made me obsessed with sneakers.
4. What benefits does this subculture offer to you? I am really obsessed with sneakers, which makes me feel satisfaction every time when I purchase a new pair. I also like this footwear because it is comfortable and stylish. Finally, being a sneakerhead helped me get acquainted with many friends, and this subculture is a significant part of my modern life.
5. Do you experience any challenges with being a sneakerhead? The only challenge is that some sneakers are very expensive. As for any social issues, I have not witnessed them.
6. How does your subculture address diversity? I believe that the sneakerhead subculture is the most tolerant in the United States. If you are interested in the topic, you can quickly become a member irrespective of your age, race, gender, and social status. For example, I know a 45-year-old African American who has the richest collection of sneakers that I have ever seen.
7. In your opinion, what is the future of this subculture? I am sure that more and more people will be involved in this subculture because the sneaker industry is developing.

Appendix B

Interview Transcript 2

1. How do you identify yourself? I am a representative of the sneakerhead subculture.
2. What are the characteristic features of your subculture? Sneakers are the focus of the whole subculture because people unite based on their footwear preferences. At the same time, sneakerheads share some common qualities since they should be stylish, mobile, and interested in the topic.
3. Why have you chosen to belong to this subculture? Two years ago, I accidentally watched a TV show about sneakerheads. I became interested in this issue and read much information to find more about this subculture. After it, I understood why people valued this footwear, and it fascinated me.
4. What benefits does this subculture offer to you? Being a sneakerhead overwhelms me since I spend much time thinking about sneakers and searching for a particular pair. It means that this subculture is both a hobby and a lifestyle for me.
5. Do you experience any challenges with being a sneakerhead? It is not nice when some people, especially close ones, try to mock the subculture and my obsession with this footwear. I should admit that it is not associated with aggressive behavior or bullying.
6. How does your subculture address diversity? As a rule, teenagers and young adults form the basis of this subculture. A representative of every race and ethnicity can become a sneakerhead. However, women are underrepresented in the sneakerhead subculture because men are typically more obsessed with this type of footwear.
7. In your opinion, what is the future of this subculture? I believe that the sneakerhead industry is losing its positions, and it will soon vanish. Subcultures are for the youth, and these individuals are now interested in other ideas.