The rise of sneaker culture – a subculture tied to admiration for sneakers is associated with the emergence of the Nike Jordan sub-brand from Michael Jordan, basketball, and hip-hop in the eighties.
Basketball players appeared on the court in fresh sneakers, and musicians often wore comfortable athletic shoes from Nike, Adidas, and other brands to maintain their image. And this image was not too different from their authentic lifestyle. Over time, this developed into a general distribution of sneakers among the general public.
And rappers also started mentioning sneaker brands in their songs. Run DMC released a track dedicated to Adidas in 1984, which increased the demand for the Superstar.
At first, even in the United States, this phenomenon was not widespread – for the sneaker culture to take over the whole world, it took another couple of decades. The first mention of sneakerheads appeared in 2004 in The New York Times: An article about “A New Culture of Dedicated Enthusiasts Known as Sneakerheads.” The article described the target audience of stores selling limited edition pairs.