Consumer Behavior

Do the Sneakerheads Just Want To Be Like Mike?

Authors: Jin Woo Choi (Oregon State University) , Minjeong Kim (Oregon State University)

Abstract

Sneakers may not be just sneakers. To some sneakerheads who collect and wear sneakers enthusiastically, the Air Jordan sneaker series can make some avid fans engage in extreme behaviors. There have been several incidents that people got hurt or even killed because of a pair of Jordan sneakers. For example, on December 21, 2012, the release date of a new Air Jordan, a young man was murdered by an attempted robbery of his brand new shoes. Nike and Jordan Brand has been changing how they release new Jordan products from “first come first served” to “online photo verifications” (Dunne, 2014).

Keywords: Sneakerheads, Brand experience, Product Constellation, Netnography

How to Cite: Choi, J. & Kim, M. (2014) “Do the Sneakerheads Just Want To Be Like Mike?”, International Textile and Apparel Association Annual Conference Proceedings. 71(1).