Sneaker culture has shaped into a powerful community in recent years. Technology has advanced us past the long lines at the mall (which in some cases still exists, apparently) and has evolved into exclusive apps with raffles. Sneaker design has expanded. Limits are being challenged. Boundaries are being pushed. There are so many new ways to introduce yourself to the world through your shoe game.
It’s exciting! Artistic expansion feels synonymous with freedom; the joy of expression. We sat down with Adam Butler, founder of ‘Sneaks in the City’ and ‘What Are Those?’ to explore more of what’s in store for sneaker culture, including how his brands are empowering the community.
Empowering Through Expression
Adam is developing multiple voices in the industry. His vision is to empower expression and help others find joy through their kicks, a necessary footing in culture. “To me fashion and African American Culture go hand and hand,” Butler shared. “Fashion is art and so are sneakers. They reflect your mood and can often help put you in a better mood.”
It’s true.
In fact, researchers call it “enclothed cognition”, according to Very Well Mind. Lo Styx writes, “[researchers] have indeed found that our clothes can have symbolic meaning that affects psychology and performance.” We find (and share) joy through various colorways and designs. Style experts call the trend ‘Dopamine Dressing’.
For Adam, that artistic appreciation for a good sneaker started with humble beginnings and Deion Sanders’s Diamond Turf shoe. “I remember that being the first pair of ‘sneaks’ that I purchased with my own cash,” he laughed. “I begged my dad to give me the money and wore those things down to the ground.” He still has a pair. Getting that first pair of sneakers was just the start of a passion for connection through foot-fashion.
Innovative Platforms for Community Engagement
Butler believes that sneaker-media is in a good place. One that holds the industry accountable while innovating and staying true to its rich foundation. It’s a heavy responsibility that leaders in sneaker-media handle with delicacy and care. His brands find innovative ways to engage the community.
His platform ‘Sneaks in the City’ has found an interesting intersection between sneaker culture and the D.C area. “I just really wanted to do something that showcased how incredibly beautiful and interesting the DMV is,” Butler shared. It gives him a place to exhibit some of his favorite shoes while showing love to the place he calls home. “I just really wanted to do something that showcased how incredibly beautiful and interesting the DMV is. It’s a passion project that I hope contributes to changing the perception of the region,” he continued.
Another outlet that he uses to engage the community is ‘What Are Those?’. Something he sees as a more culture-based platform to spark key conversations that push the industry forward. “I really want to focus on interviewing people inside and outside the sneaker industry,” he says. The show’s first guest for its return was Pharoh Martin, Head of Social and Marketing at Adidas Basketball. They discussed the coveted AE1 release and other projects.
The Cultural and Economic Impact of Sneaker Culture
It’s an interesting time in sneaker culture. There’s a collective push between brands to hold designers and industry leaders accountable for the culture’s best interest. With so many different outlets, a hefty dose of unity is required to make it all happen. According to Underground Sound, the sneaker industry is expected to reach $120 billion by 2026. A projection that signals a healthy market. Despite rising concerns of integrity surrounding the use of sneaker-apps to secure exclusive releases, fans continue to support the industry and each other.
The passion for fashion design and expression is at the root of it all. Brands remain committed to flying that flag. They’ll stop at nothing to share their art with the world. That’s passion. There’s something to learn there. Adam hopes that people feel the joy in it all. “That sneakers and fashion are fun,” he said when asked what he hopes people take away from the industry. “Also that sneaker culture is a subculture of Hip Hop’s, and hip hop culture is ultimately a sub culture of African American culture.”
A passion for the “why” of it all.
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