The Passion of the Sneakerhead

Shoe manufacturers like Nike, Under Armour and Adidas rely on their biggest fans, “Sneakerheads,” to drive buzz and word of mouth around their brands. It’s worked. The sneaker business in the US hit a record high of $22 billion in 2013 and shows no signs of slowing down. Matt Powell, who covers the business and culture of sneakers for Forbes, wrote In a recent article that, “those retailers who cater to the aficionados, those who care passionately about their activity or products, are doing well.” Here’s a look at just how correct he is.

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