You cannot talk about the popularity of sneakers without acknowledging their origins as part of the hip hop culture. Since the birth of hip hop in the 70s, sneakers have been the official footwear for the global phenomenon.

Sneakers Represent a Movement

Hip hop and its related elements were all about anti-establishment, youthful expression, and creativity. So it was only natural that sneakers represented that movement when you think about all the places you couldn’t go wearing them. They weren’t allowed in 70s clubs, churches, or restaurants. You couldn’t show up to work wearing sneakers or get married in them.

Sneakers were a marginalizing piece of footwear, but they created a stereotype of what kind of person you were. If you wore sneakers all the time, folks didn’t view you as living up to your full potential in becoming what you aspired to be.

Hip Hop Represented its Own Rules

In the hip hop culture, sneakers were part of the experience of expressing yourself through things like B-boying, graffiti, DJing, and MCing. This experience transformed into the rules that governed being a true hip hop person.

Furthermore, there were rules of originality that manifested through sneakers. These abiding rules still apply today. If my friend and I showed up somewhere wearing the same sneakers, we would have to find a way to make them look different. We would change the laces, use bleach, or spray paint stripes on them. These different methods were being used to ensure that we abided by the original hip hop rules. In the quest to make sure that we lived up to those rules came the birth of customized sneakers. These were created as a basic bonafide everyday way to honor the rules of hip hop. You can never disassociate what sneakers are today from the origins of the hip hop culture.

Run-DMC Recognition

In the early 80s, record labels were signing more hip hop artists, which led to more visibility and served as a reflection and representation of inner-city life. This was a pivotable moment for sneakers.

During the Raising Hell Tour at Madison Square Garden in 1986, Run-DMC performed their song called “My Adidas.” This song was a response to another song called “Fell Into Sneakers,” which was a disparaging song about people who wear sneakers. The lyrics sang about “felony cases committed by brothers with phat shoelaces.”

During Run-DMC’s live performance of “My Adidas,” they requested that concert-goers take their Adidas sneakers off and put them in the air. Some of those attendees were Adidas executives. Thousands of fans in the arena waved their shoes in the air.

The Adidas executives instantly saw the influence that the urban community had on trending and branding long before those words even existed. They saw how powerful the urban community could be when they got behind a particular product.

Shortly after that performance, Adidas gave Run-DMC an endorsement deal. This was huge because it was the first non-athletic endorsement deal by a global sportswear brand, let alone a sneaker company.

This endorsement spoke to the fact that Run-DMC were great ambassadors for what was already happening in the urban communities. Especially in New York, where they represented being from Queens. It also showed that no matter where their worldwide fame and stardom took them, the urban and hip hop aesthetic and rules went with them.

Laces Tied to the Hip Hop Culture

When it comes to sneaker education, you’ll learn that a lot of it is based on making the most of the little that you have. I came from a time when it wasn’t about having the most expensive or most colorful sneakers. It was just about being fresh, which meant that everything you had on was washed and clean. So when you live in a neighborhood where everyone has Bobos, you want to rock my Bobos fresher than everyone else.

For me, it started with the lacing styles. It wasn’t about having the most fly shoes. I was rocking hand-me-downs from my older cousins. We came from pretty humble beginnings, so we were just trying to have fun and be fresh at the same time. At the time, canvas sneakers and light suede basketball sneakers were the most popular. Chuck Taylors, City Brocades, Puma Clydes, and 69ers were more affordable options.

Shells were the opportunity of the day because they were on the higher end of affordable for the people in the hood at the time. But it wasn’t really about how much the sneakers cost; it was about being fresh and staying fresh. I knew dudes that would get a pair of kicks at the beginning of seventh grade, and the same sneakers would still be crispy at the top of eighth grade using just some dishwashing soap and a soft toothbrush.

Sneaker Industry

I think most people think that sneaker culture is primarily an American thing, but it’s spread throughout the world in different ways.

Europe

European sneaker culture evolved to a huge degree during the ’80s and ’90s because they had Adidas. Adidas was huge then, and it remains huge now. Europe also had Terrace culture, soccer stadiums, and football stadiums. People would stand, watching sports matches, wearing general Adidas sneakers. You could almost call them sports shoes. They are made for training. They are made for anything.

Adidas has been turning out sneakers for years. In America, you’d be hard-pressed to tell which year or era a sneaker came from because they all looked very similar. In addition, many new shoes have been reintroduced as retro models. However, Adidas in Europe have more significant distinctions between them, so people who grew up with a specific model have more memory connections with that particular design.

Japan

I think the sneaker culture in Japan took a lot of inspiration from the American market and then hit it back to us. It’s almost like we served it to them before they returned it back to us with a whole lot of backspin on it.

Take a look at resale shops in New York or LA. such as Stadium Goods, Flight Club, or Rif LA. The iconic way that the sneakers are presented — shrinkwrapped on the shelves — is something that came over from Japan.

All of this came from a time when it seemed like Japan almost valued American culture more than we did. I remember a time when people in America were selling Air Jordans to people in Japan because they would pay top dollar for them. I’ve heard stories about people clearing out thrift stores of brands like Nike and Levis then selling them to people in Japan to make a profit. This was during a time when Japan cherished these things more than we did.

The Shift

The exchange with Japan eventually turned back around on America though. Japan started getting limited-edition things that America now wanted. Nike CO-JP program made shoes specifically for the Japanese shoe market. They got their own Dunks, Air Force Ones, and Colorways. These were marketed only in Japan, making them even more coveted here in America.

What started with Japanese consumers desperately wanting things from America turned into products being explicitly made for the Japanese market, then ended with American consumers desperately wanting products from Japan. There are still shoes to this day that are hard to find and highly coveted in America.

Export Sneaker Culture

During your online sneaker education, it’s important to take a look at new sneaker markets that are trying to open. Furthermore, study Nike or Adidas as they expand their markets in America. You’ll see that it’s difficult to expand a market like that at such a high level. Are they able to get American consumers who already own 100 pairs of shoes that they don’t know what to do with to buy even more? Maybe it’s better to open a Chinese or Indian market with billions of potential new consumers. Perhaps it’s better to try and export sneaker culture again and get it going somewhere else in their own way.

I would say that to some degree, sneakers have always been aspirational. Stan Smith would be wearing a pair of tennis shoes, and you might think, wow, I could get the same pair of shoes as the guy who won Wimbledon. Then there’s also Eric Jordan being its own thing. But if you look at a show like MTV Cribs, that kind of brought it all together.

Before MTV Cribs, you would see a celebrity in whatever his or her role was, whether it be a rapper, or actor, or athlete, and you’d see bits and pieces of it. Maybe you would know what car they drove, or you’d see a picture of their house, but that show kind of brought everything together. Suddenly it was like, you would see the same person who owned a Rolls Royce or Ferrari, and a huge pool, and a 600-bedroom house with an entire closet dedicated to their sneakers.

That was the first time you really got to see inside a rapper or celebrity’s sneaker closet. Or, if you’re a sneaker-head, you probably remember the rapper Fat Joe opening up his crates of white Blanco Y Blanco Air Force Ones and licking the soles of them. And then there were just these moments when they’d go into the closets of celebrities, you would know who was really into shoes and who wasn’t.

Probably the biggest one was Fat Joe licking the bottom of his sneakers, which a lot of people then imitated to a degree. Hopefully, they didn’t lick their shoes for real, because as someone who’s been around plenty of pairs of new and old sneakers, I would not recommend it, as they definitely don’t taste very good.

Overall, though, it gave it all context. It showed you how important shoes were in relation to a lot of other things in their lives. Maybe someone didn’t have a t-shirt closet or a video game closet, but they would have a sneaker closet. They would have a room dedicated to their shoes. Maybe your parents didn’t quite get it but seeing that could have been something that helped clue them in. They could see that even if their kids made millions of dollars someday, they would still love sneakers.

If you have an interest in learning more about the sneaker industry or media, give online sneaker education a try. If you have an interest in a sneaker education, there’s no reason why you can’t get started learning right away.

One popular trend in sneaker culture right now is unboxing videos. And the best unboxing videos are the ones that are the most creative, whether it be camera angles or the suspense of what’s going to be shown, or if it’s just that the product is such an amazing one that people need to see it. Those are a few of the things that make a good unboxing video. However, what also makes a good unboxing video is a good host. Someone who can interject humor into their own personality in a way that adds to the product. When the host is able to do that, it gives you a real reason to want to watch it.

For the most part, people are unboxing all of the same stuff. One of the biggest criticisms about sneaker media in general is that oftentimes, the hosts aren’t as informed as maybe they should be. They don’t necessarily take the time to do the research before getting on camera, but they’re still making statements without really knowing what they’re talking about.

So, if you’re going to make an unboxing video, or any type of sneaker YouTube video, you should go into it with an informed opinion, and probably already have an idea of the things that you’re going to say. Or, at least talk about a subject that you feel confident giving factual information about. This is a good idea because if you’re going to have potentially hundreds of thousands of people watching it, you don’t want to be giving them the wrong info.

There are thousands of sneaker-related Instagram and Twitter accounts out there that you can follow. But which ones are actually worth spending your time on? Well, it kind of depends what it is that you’re looking for. The brand accounts are kind of obvious because they’re going to end up in your feed regardless. Usually, it’s best to look for the accounts that can give you something you aren’t seeing elsewhere.

There are a lot of good resellers to follow. There are guys like @solestreetsneakerco in New York who sometimes have some good information before the official accounts really do. Vintage sellers are also worth following too because they show you a lot of history that you don’t necessarily see on regular sneaker websites. A couple of these are Gusto in Japan or Doggsfoot. They come out with posts showing crazy pairs that you totally forgot about, or didn’t even know existed.

Leaker accounts are also good to follow because they’ll show you what’s coming out way ahead of time. Some of these accounts, like @pinoe77 can help give you an idea of what’s going on behind the scenes in the sneaker industry.

Hashtags are important because they’re a fun way to talk to others in the sneaker community and create little moments around what people are discussing. We use them a lot on our show “Full Size Run,” just to reference moments that we’ve talked about before or reference the hashtag “team early.” That’s the hashtag that someone might post on Twitter or Instagram when they want to show off about getting a new pair of sneakers a couple of weeks ahead of time.

These are just a few of the ways that people in the sneaker industry and community use social media to interact and share information. And it’s great to see how the advancement of technology can really help grow these kinds of communities.

Online sneaker education allows you to learn more about how the sneaker industry and community have changed and evolved, and it’s the perfect way to get your sneaker education with nothing more than an internet connection.

The internet has become the ultimate equalizer for everyone to respectfully look the same. At the start of hip-hop culture, however, originality was a major rule. For example, if you showed up wearing a pair of shoes that no one else had, you’d get the question, “Where’d you get those?” — which also happens to be the title of a book by Bobbito Garcia.

That phrase was important to the hip-hop experience because originality is a serious law and rule to live by. If someone asked you where you got your shoes, you were not going to tell them. They just had to wait to see what you came up with next. You had to go and hunt for yourself if you wanted something that somebody else had.

The Sneaker Industry: Then vs. Now

These days, you don’t speak only about technology and how the internet has made it the ultimate equalizer, where anyone can get anything they see, anywhere, at any time — especially with e-commerce platforms. Now, you also have a new business model where certain companies are publicly traded on the stock market. When you have shareholders of sneaker companies that are publicly traded on the stock market, they want to see activity that is going to lead to a return on investment.

This means that sneaker companies cannot just mysteriously drop sneakers, place them on a wall, then report some numbers a few months later. The shareholder wants full communication on what’s happening. So, now you have release dates. You have all these different things that go into sharing the news about the latest product.

Now when this product releases, not only do the shareholders and others who care about the ROI know, but the sneaker lovers also know. That’s because everything is now on a 24/7 news cycle of full reporting, giving you release dates, colorways, and the stores where the new sneaker is going to be sold.

This new way of doing things has totally shattered that rule of originality that folks like myself lived by for so long. So, in the early 2000s, with the popularity of sneakers, you had people starting to create their own websites, discussion groups, and forums online discussing their love of the shoes. Since this was uncharted territory, you had certain chat rooms and discussion forums online where there was a lot of common ground.

The Start of the Online Sneaker Education Movement

People shared an interest in talking about certain brands of sneakers. This led to a sort of flea market behind the scenes, where people would buy, sell, and trade them. People would report their thoughts about certain shoes and stories connected to them. This tightly tied into that whole sneaker community vibe.

The sneaker media really expanded when sneaker companies began to put money behind some of these companies to give them seeded product. This means they were getting product for free, which leaned them toward reporting more about one brand over another.

For example, when you’re a person like me — with 29 brands of sneakers in my closet — you looked at the sneaker media online, and after a while, in those media outlets and forums, you started only seeing reports, praise, and coverage for maybe two or three brands. This influence was not lost on the sportswear and sneaker companies themselves.

Quality Sneaker Education Is Hard To Come By

These manufacturers knew that they had to get in on the ground floor of gaining influence with the sneaker journalists. Some companies operated with little or no influence, so they remained purely impartial. Those companies were the ones that were actually able to give the consumer a real take on the good versus the bad — that this shoe does what it says it’s going to do, while that one makes claims it really can’t live up to — while addressing price, quality, and things like that.

Now, there really isn’t a lot of neutrality in reporting because of the corporate influence on the sneaker journalist. So, because their sites are now owned by major corporations, a lot of sneaker journalists have to march to a corporate policy and watch what they say about certain sneaker companies because there are ad dollars at stake.

There are business deals at stake. There are still some companies that will give you a true consumer reporting experience about the sneaker and its related products. But as a whole, the sneaker media outlets have become tainted over time.

Improving the Sneaker Industry

I think the entire industry needs to operate with a little more impartiality and honesty. There are still outlets out there that can give you that. You’ll have a true picture of what the product is that’s representing the industry these days.

I think internet culture has been super important to the way sneaker culture has grown and changed. In the earliest days, you had message boards like NikeTalk. You had the earliest version of the SLAM website, which was updated maybe once a day. It is really funny to think about how it would get just one update a day that included all the new information.

Now everything changes all the time. I think on one hand, it’s easier than ever to keep up and be on that leading edge. You’re going to get your push notifications not only from the actual sneaker companies through the SNKRS app or Adidas CONFIRMED app, but you’re probably also going to get pushes from Complex, Highsnobiety, and SLAM — often about the same exact show, probably with a very similar story.

I mean, look, we all have jobs to do. I think we do them well. At some point, a sneaker is a sneaker, and whatever you read about is going to tell you pretty much the same thing. So as much as all of us are editors, writers, and whatever else, you kind of have to be your own editor of this stuff. Maybe I’m shooting myself in the foot here, but you don’t have to follow everybody who talks about sneakers because you’re going to hear a lot of the same things from them all.

Finding Legit Online Sneaker Education

If you’re getting overwhelmed by the information, photos, or whatever else, you can can adjust that. You know the funny thing is that, in the earliest days of the sneaker internet, there wasn’t enough. Everyone was asking, “Who’s the plug?”, “Who’s giving us the best information?”, “Where can I find the photo of this sample Air Jordan that’s floating around?”, and “Where can I find a better photo of it?”

In many cases, the answer was nowhere because you would have a shot of a shoe on a conference table that someone smuggled out of headquarters, and that was all. Now there’s almost too much. Nike or adidas will do their promo push on a shoe. Minutes or seconds later, everyone in the sneaker internet, whether a publication or a person, will push out that same information.

So, it might seem like a flood, but it’s a flood of the same things. If you cut it down to specifically what the product is, there’s probably a lot less out there than you think. It’s just a matter of finding the right places to get it.

The good thing is there are a lot of answers to that. There is no wrong place to get it, unless you’re looking at sites selling fakes, which I don’t really advise. For legit info, feel free to pick amongst all of us. Pick amongst everyone. Find the one that suits you best, and you really can’t go wrong.