Sneakerness Zurich convention just wrapped up with massive attendance viewing every type of leading-edge sneaker style on display to the insatiable sneakerhead audience. In its 3rd annual convention, it’s clear that Sneakerness is a growing force in the world of footwear, but also that sneaker culture is a strong marketplace within youth culture, and now, the next generation.
As we outline in our Spring Youth Culture Study 2013, sneakers are one of the strongest categories among youth culture fashion and for many reasons. The top brands, styles, and changing retail shopping preferences among this marketplace creates an extremely competitive landscape, but one that is vibrant and corresponding with trends across sports, music, T-shirt culture, and headgear.
In typical sneaker culture scenes included all the things that go with it such as skateboarding demos, basketball tournaments (demonstrating latest in cool b-ball hightops), girls on fixie bikes in of course, state-of-the-art sneakers, and a rising group of sneakerhead parents with kids sporting baby sneaks of rare, tiny collectibles.
The wrap-up video gives some big props to the plethora of unique Air Jordans on hand and DIY signs saying “Just Buy It” along with a healthy promo to Huf—a leading streetwear brand that’s got a strong niche that’s growing.
On hand were Vans X Marvel collection, Saucony Originals for Women, any number of Nikes, Reebok Classics X Keith Haring, among an amazing variety of other collabs, and of course some of the top sneaker bloggers capturing every moment.
The title sponsor was Mini, who seems to have tapped into core youth culture events and manages to create interesting sponsorship concepts depending on the scene. This was another case of Mini getting it right.
Other Sneakerness conventions in 2013 include Amsterdam, Vienna, and Cologne.
Overall, the realm of sneaker culture continues to clear its own path, creating demand as well as inspiring original styles in broad range of unique collabs, design, and options for a new generation of sneaker-freakers.
