the Classic study

This essay examines the concept of masculinity, ethnicity and class as central to competitive marketing campaigns and how “Sneaker culture” is used to sell a lifestyle of power through the commodification of the African American male.

 

"Sneaker culture is sort of this all-encompassing universe for sneaker wearers -- their connections to sports and to music, and I think most especially the drive and the mania to collect the next new release," said Lisa Small, curator of the rise of sneaker culture exhibition at the Brooklyn Museum, 2015

 

In the present day, sneakers of all types, from basketball shoes to running shoes, are also high-priced status symbols, a multi-billion-dollar industry and a marker of masculine identity in the United States.

 

The black and white photographs highlight the physical, mental, and societal conditions impacting African American manhood.

“Whether you're hitting the streets with your friends or repping three-stripes everyday, your adidas Classic Shoes and matching gear will speak for you.”

 finishline.com, 2016

 

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