Introduction Sneakerheads,a subculture that emerged initially from hip-hop culture in American cities,has gone global,with a large community of sneakerheads in China.As sociologist of popular culture,Yuniya Kawamura,stated in Sneakers:Fashion,Gender and Subculture(2016),the growth and evolution of the sneaker subculture can be divided into three phases:the 1970s,when sneakers were identified with rappers and musicians in communities of color;the post-Jordan era in the 1980s,when high-profile NBA athletes sported colorful footwear and inspired their fans to follow their style;and the modern era when the internet was created,which supports a lively community of consumers of highly varied and stylish footwear.Kawamura finds that through time the sneaker community has shifted towards the fashion scene.
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