[yasr_overall_rating]
An in-depth look into the exploding subculture of sneaker collecting and the widespread influence it has had on popular culture around the world.
The fact that there is enough information about sneaker addiction to gain a cult following is beyond anything I could ever have imagined. The documented addictions in this film though, are proof positive that hoarding sneakers is an international phenomenon that is being fueled by the hoarders themselves who are enabled by industry shoe makers such as Nike, Adidas, Converse and several high-end designers such as Louis Vuitton and Jon Buscemi. The film, which begins with a confession of a hoarder not having enough room in the kitchen for his wife to put groceries on the floor, extends to include a Rapper, Professional Baseball player, Author, self-titled Sneaker Pimp and legions of others who have made their selfless contribution to sneaker culture.
What began in the mid-80s as a collaboration to increase sales by associating famous sports figures with their product, spread into an underground marketplace for unique shoes that would appeal to the highest bidder. Admittedly, basketball great Michael Jordan’s “Air Jordan” produced by Nike was the first of its kind, and its appeal to a diverse crowd created a fury of lines at local stores for those who wanted to “Be Like Mike.” The focused marketing of a Limited-Edition sneaker was even more successful by appealing to a new set of entrepreneurs who could resell the sneakers for hundreds or thousands of dollars, creating an immediate profit. Nike’s “Pidgeon Dunk” set a record with its release and New Balance’s “999 Kennedy” which expressed John F. Kennedy’s nautical story was released and sold out in just one afternoon. The film also showcases Sneaker Designer Rob Drydek who boasts of 30 different shoe designs that he was getting paid for at one time. He also speaks of being the first to cast all of his designs on a gold necklace. Interestingly enough, when a Nike Executive joined the board of Doernbecher, kids who were suffering from illness were chosen to design shoes paving the way for Elijah Diggins to be the first kid to have his name on a sneaker.
Writer David T. Friendly who co-directed along with Mike Partridge creatively tells an amazing story of the sneaker culture that is captivating and yet troubling. The same marketing genious that has creatively resurfaced the soles of men also exposes a sub-culture that defines itself by the composition of the leather in its shoes. Sneaker lovers will love the exposure and appreciate the iconic status of a continuously growing craze, and the remainder of the world will be better educated on the value of networking and self-identity. An eyeopener from the very beginning, this film universally defines sneakerheadz by the perception of the individual who risks all for the love of access.
In select theaters August 7th
