Sneakers have evolved from being functional footwear to being a fashion staple underpinned by brand loyal consumers and a subculture of #sneakerheads with their own language, rituals, and sneaker culture. These sneaker enthusiasts use social media, blogs, and forums (such as NikeTalk, Sole Collector, and Hypebeast forums) and attract consumer novices to experienced collectors, discussing new releases or ‘drops’, debating ‘colorways’, admiring and validating finds, and sharing care and maintenance tips.

The business model has changed so much in the last decade. Companies rely on the web to push product, and moving inventory to brick-and-mortar locations has dwindled … quick strikes and hyperstrikes have meant that sneakerheads have to stay on their toes and near their phones at all times. The demand for product coupled with the ease of distribution has seen releases change from every month to, often, bi-weekly. Why send to a shop when you can simply put the shoe online every weekend?

The fascination and obsession with sneakers has moved from underground street culture to a mass consumer trend. Instead of billboards or television adverts, Nike has cultivated the #sneakerhead community and sneaker drops spread through social media in Instagram posts, tweets, blog posts, and dedicated Facebook groups. Nike’s biggest selling product range is the Air Max brand.

Now in its thirtieth year, there have been many versions of Nike Air Max released, offering both athletic comfort and fashion. Nike knows it has a devoted, unwavering customer base and uses that to its advantage.

Discussion Questions 

1. Nike is one of the first brands to develop its own ‘holiday’. J.Crew has also launched its own #NationalStripesDay. Suggest how another global brand with a highly engaged social media community could create its own day of celebration.
2. Nike uses Air Max Day to tap into an already thriving online community of sneakerheads. How can Nike use social media to learn more about this community?
3. For future Air Max Days, how can Nike use the #AirMaxDay hashtag to reach new audiences without alienating the existing highly engaged community?
4. Suggest other ways that social media and other forms of digital marketing and technology could be used to help celebrate #NikeAirMaxDay.