Sneaker Culture

From Functionality to Fashion and Politics

Back in the day, sneakers used to be primarily functional footwear. Today, they represent so much more. Sneaker culture continues to evolve significantly with new brands and creators influencing the space. Let’s take a look at the people, brands and communities making their mark on the sneaker world:


Brittany Perry is redefining sneaker culture by making it accessible to everyone with her unisex brand PerryCo. Growing up, Perry faced a common issue: limited options for women’s basketball sneakers while the men’s section always had more appealing styles. Driven by this, she founded PerryCo to make every shoe design special and create styles that could be worn by anyone. The brand has found success with major partnerships with Macy’s and rewards for her designs. Recently, the Primeira Runner won an award in Unisex Fashion at the Global Footwear Awards.


RepTok is a community on TikTok that revolves around buying and selling cheap counterfeit products sourced from Chinese online marketplaces. Users participating in RepTok engage in discussions related to replicas, knock-offs, and dupes of popular branded items. Rep sneakers are a big part of this community with creators who focus their content on sourcing replicas of big brands like Nike. Creators such as, @cedaz, participate in influencer marketing campaigns with Rep Agents, companies that purchase the products in China to then sell them overseas. While brands have been fighting replicas for years, Cedaz sees a future where it may create some good. He believes it could force companies to use better quality materials and create better products for their customers


Former President Donald Trump unveiled a line of high-top sneakers while at Sneaker Con in Philadelphia. The debut of his “Never Surrender High-Tops” was met with a mix of cheers and boos at the event. While this move may seem surprising, Trump says this has been in the works for over a decade. The kicks feature an American flag on the back of the shoe, but what really makes them stand out is the shimmering gold design. The shoe’s also feature a capital “T” referencing Trump’s own initial and making them unmistakably part of his brand. Even with a steep price tag of $399 – the shoes sold out just hours after launch.