“Sneakerheads”: Archetypal Craft Consumers

Abstract

‘Sneakers’ are ubiquitous in modern society, for many they are simply a form of versatile footwear, an afterthought we slip on to carry out the most menial of tasks (Denny, 2021). In consumer culture though, they are far from an afterthought, generating an estimated $80 billion dollars globally (Statista, 2021), with this number expected to continue increasing in the next few years. However, it is not just the versatility of these products that have led to their huge popularity.