Major Players in Sneaker Culture 2

Part
01
of two
Part
01

Sneaker Culture 3

We have provided the video content or Netflix-style video series related to sneaker products for Sole Collector, Complex, SneakerNews, Qias Omar, and Jacques Slade on the attached spreadsheet. We were not able to provide the video content or Netflix-style video series related to sneaker products for Kicksonfire, Highsnobiety, The Drop Date, Virgil Abloh, Qias Omar, Jacques Slade, Aleali May, Footwear News, Hypebeast, SneakersnStuff, and Sneaker Bar Detroit.

Research methodology

In our efforts to identify the branded video content or Netflix-style video series related to sneaker products produced by companies or influencers provided in the attached spreadsheet, we commenced by visiting the official websites of the companies as well as searching for relevant video content produced by influencers on major video hosting platforms such as YouTube. We were able to discover that most of the companies are media companies or popular influencers that review sneaker products by releasing their own video series. This made it easier to search for the video series as well as the initial dates when the video series premiered, their popularity and the overall content of the videos. However, we also realized that some companies/ influencers did not produce any video series, but had only one video related to sneakers.

Additionally, we also found out that some companies/influencers such as Sole Collector did not produce any video series, but aired video series produced by other companies as part of diversifying the content they publish on their website regarding sneakers, such as news updates, blog posts, and product reviews. The companies or influencers that do not produce any branded video content or Netflix-style video series for related to sneaker products include Kicksonfire, Highsnobiety, The Drop Date, Virgil Abloh, Qias Omar, Jacques Slade, Aleali May, Footwear News, Hypebeast, SneakersnStuff, and Sneaker Bar Detroit.

1. SOLECOLLECTOR:

The video series aired by Sole Collector includes Sneakers Shopping and Full Size Run (FSR). Full Size Run is the only original TV show produced by Sole Collector. The brand does not produce Sneakers Shopping, but rather airs this TV show produced by Complex. Full Size Run is a weekly "sneaker-themed" talk show series that tackles on the latest and some of the best sneakers currently in the market. The talk show series was first aired in 2017 and it is hosted by Brendan Dunne, Matt Welty, and Trinidad James, who invite sneaker industry insiders to discuss top stories that have trended during the week in the sneaker industry and then provide recommendations on the best stores from which viewers can purchase sneakers over the weekend. The weekly show is distributed via digital channels. On Twitter, the TV show has a reach of about 6,000 followers.

2. COMPLEX

Complex has produced various TV shows focused on sneakers and they include Sneakers Shopping and Sole Origins. The brand also airs Full Size Run, a TV series produced by Sole Collector. Sneaker Shopping is a TV show that was first aired by Complex in 2011. It is hosted by Joe La Puma, who invites popular artists and athletes with whom they visit the best and popular sneakers stores across the US. Complex's Sneaker Shopping already has over 94.3k followers on Instagram.

Sole Origins is the latest docu-series from Complex that uncovers some of the most compelling "untold stories of the most elusive sneakers" from Los Angeles, NYC, Tokyo, and Paris. The weekly talk show premiered on November 16, 2018, and is hosted by "Sneaker Shopping's Joe La Puma, Nike collaborator and sneaker legend DJ Clark Kent, Ugly Mely, Atmos' Hirofumi Kojima, original Supreme store manager Alex Corporan, and pro skater Eric Koston".

3. HIGHSNOBIETY

Highsnobiety produces deep dive videos and mini-documentary videos relating to sneakers. The videos usually feature different celebrities who share their opinions on different sneakers.

4. VIRGIL ALBOH

Virgil Alboh doesn't have any video related to sneakers. However, the fashion designer was featured in Warhol's video called "The Culture of Now" that included other influencers and luminaries who offer a fresh look of the images and information that influence people's culture.

5. QIAS OMAR

Qias Omar has a YouTube channel called QrewKicks, where the celebrity publishes videos that feature him unboxing sneaker products as well as promoting sneakers by providing products reviews.

6. JACQUES SLADE

Jacques Slade's videos are all about sneaker reviews and sneaker unboxing. He usually posts his videos on YouTube and uses his Twitter handle to promote the videos to his over 44.6k followers.

7. ALEALI MAY

Aleali May has not produced any videos that feature sneaker products. However, Air Jordan and stylist Aleali May officially had announced plans in 2017 for a collaboration that would see the stylist begin producing videos to promote Jordan Retro varieties.

8. FOOTWEAR NEWS

Footwear News does not produce any videos related to sneakers. However, the media company publishes news regarding music videos and other promotional video series of sneaker products.

9. SNEAKERNEWS

Sneakernews produces videos related to unboxing and products reviews of sneaker products. The media company publishes the videos on its website and shares them on YouTube where the company has over 150,000 subscribers in their YouTube channel.

10. SNEAKERSNSTUFF

SneakersnStuff doesn't have any video series relating to sneaker products. The company specializes in producing videos that provide the opinions of different celebrities and other fun stuff related to sneakers.

11. HYPEBEAST

Hypebeast specializes producing video content that feature celebrities who share their opinions on popular sneaker products.

12. SNEAKERS BAR DETROIT

Sneakers Bar Detriot does not produce any video series related to sneakers. Instead, the brand produces sneaker unboxing videos and product review videos that feature different sneaker products. Sneakers Bar Detroit shares their video content on YouTube where the company has about 5,364 subscribers in their YouTube channel.

13. NICE KICKS

Nice Kicks is hailed as being among the top sneakers channel in YouTube. The brand produced its first video series called "The Shoe Horn" which premiered in 2013. The brand first episode of the series that was shared on YouTube has garnered around 26k views to date.

Part
02
of two
Part
02

Sneaker Culture 4

We have provided the video content or Netflix-style video series related to sneaker products for Sneaker Freaker, Sneakerhead, Sneakerboy, Sneakers.fr, The Shoe Game, Weartesters, Sneakers Magazine, Ray Polano Jr, Nick Depaula, and Yu-Ming Wu on the attached spreadsheet. We were not able to provide the video content or Netflix-style video series related to sneaker products for Sneaker Shouts, Sole Mate Sneakers, Just Fresk Kicks, EU Kicks, and Oscar Castillo.

Research methodology

In our efforts provide a comprehensive brief detailing the branded video content or Netflix-style video series related to sneaker products produced by companies or influencers provided on the attached spreadsheet, we commenced by visiting the official websites of the companies as well as searching for relevant video content produced by influencers on major video hosting platforms such as YouTube and other social media platforms. We were able to obtain relevant results detailing the videos series and branded video content produced by Sneaker Freaker, Sneakerhead, Sneakerboy, Sneakers.fr, The Shoe Game, Weartesters, Sneakers Magazine, Ray Polano Jr, Nick Depaula, and Yu-Ming Wu. However, we also realized that some companies/ influencers did not produce any video series Netflix-style video series related to sneaker products but were focused on providing relevant products reviews and unboxing videos of popular sneakers. . The companies or influencers that do not produce any branded video content or Netflix-style video series for related to sneaker products include Sneaker Shouts, Sole Mate Sneakers, Just Fresk Kicks, EU Kicks, and Oscar Castillo.

1. SNEAKER FREAKER

Sneaker Freaker produced their latest show called ‘SpAir' Max Day, that was inspired by Nike Air Max Day, in Mar 2019. Presently, the video show has 3 parts (part 1, 2, and 3). Sneaker Freaker has not actively engaged in producing any other video series that feature sneaker products . However, the brand has previously produced a few videos that with the objective of promoting sneaker products.

2. SNEAKERHEAD

SneakerHead has produced a mini-documentary video called "Sneakerheadz", that was purposely intended to uncover the history behind the culture of sneakers. The mini-docu that was launched in 2015 examines the various extremes that sneaker lovers can go to own a pair of some popular and expensive sneakers across the US. The mini-docu has one season that comprises 13 episodes. The first episode was aired on November 14, 2015.

3. SOLE MATE SNEAKERS

Sole Mate Sneakers does not produce any branded video content or video series but focuses on producing short promotional videos related to sneakers that the brand posts on its official Facebook page.

4. SNEAKERBOY

SneakerBoy that not produce any video shows related to sneakers but the brand focuses on producing short promotional videos featuring celebrities promoting sneakers. The brand usually shares its video content with its followers on Facebook. SneakerBoy has about 85k followers on Facebook.

5. SNEAKERS.FR

Just like Sole Mate Sneakers and SneakerBoy, Sneaker.fr also does not produce any video series but the brand focuses on producing short promotional videos that its shares on Facebook. The video content is targeted toward French-speaking sneaker enthusiasts. Sneaker.fr has about 107k followers on Facebook. The brands latest sneaker video posted by the brand on Facebook was published on April 10, 2019, and it attracted about 15k views.

6. THE SHOE GAME

The Show Game is reputed as being among the "dopest sneakers" brand on the internet. The brand does not produce any video content, but occasionally produces and posts promotional videos related to sneakers on video hosting platforms including YouTube and Vimeo. The brand has about 21k subscribers on YouTube.

7. WEARTESTERS

WearTesters does not have any video series but the brand focuses on producing short promotional videos that its shares on YouTube. Presently, the brand has over 398,500 subscribers on YouTube. The brands' latest video on YouTube was published on Apr 12, 2019, and has attracted over 10k views. (Source 22)

8. SNEAKERS MAGAZINE

Sneakers Magazine had a video series called "Great Alone, Better Together" that the brand used to share across social media channels including Facebook and YouTube. The TV series premiered in 2018 and featured various celebrities and as well as their pursonal journeys using Adidas sneakers.

9. RAY POLANO JR

Ray Polano Jr is a popular sneaker enthusiast who produces compelling sneaker reviews and sneaker unboxing videos that he published on YouTube. His most recent sneaker video was published on Mar 1, 2018, and attracted about 13k views.

10. NICK DEPAULA

Nick DePaula produces short video shows for his video series called "The Jump", that features various celebrities who are enthusiastic about sneakers. The videos are usually shared on YouTube.

11. YU-MING WU

Yu-Ming Wu does not produce any branded video shows or Netflix-styled video series. However, she produces videos related to the unboxing of my cats and products reviews of sneaker products that he shares on her Instagram page. Her Instagram page has over 32.5k subscribers with her latest video that was published on March 7, 2019, attracting over 54k views.

12. OSCAR CASTILLO

Oscar Castillo does not produce any branded video shows or Netflix-styled video series. However, he produces videos related to unboxing and products reviews of sneaker products that he shares on his Instagram page. Oscar Castillo's Instagram page has over 16.4k on Instagram, with his latest video that was published on March 31, 2019, attracting over 9,835 views.
Sources
Sources

From Part 01
Quotes
  • "Because the sneaker discussion never stops, we decided to launch our very own sneaker-themed talk show, Full Size Run."
  • "Hosted by our own Rich "Maze" Lopez and Brendan Dunne, we're diving into the biggest stories in the sneaker industry and breaking them down with insight from the Sole Collector team. The semi-regular program will also feature appearances by special guests—sneaker media OG Russ Bengtson does the honors on the pilot episode."
Quotes
  • "On the occasion of its major Andy Warhol retrospective, the Whitney Museum of American Art in New York has produced a three-part video series featuring luminaries who offer a fresh look at the famed Pop artist."
  • "The short videos, each less than five minutes long, feature artists, influencers and cultural producers, along with the curator of the retrospective, all considering Warhol's relevance in the current moment."
  • "Called "The Culture of Now," it delves into Warhol's anticipation of the omnipresence of images and information in our culture, covering elements such as the 24-hour news cycle, info-addiction and the rise of the "influencer." "
Quotes
  • "“Lace Up: The Ultimate Sneaker Challenge” will debut on YouTube Red this fall and will go inside Pensole in Portland, Ore., where 12 competitors on four teams will compete in a version of Edwards’ master class program. "
  • "Each week teams will present a new sneaker inspired by a guest sneakerhead who, along with Edwards and a panel of experts, will help choose that week’s winner. Guests will include Macklemore, Jamie Chung, Stan Smith, Anthony Anderson, Fetty Wap and Ashley Graham. TV producer Ken Mok, known for “America’s Next Top Model,” is one of the show’s producers. "
  • ""
Quotes
  • "It’s obvious that Nice Kicks has invested time and money into their YouTube channel. They have the best sneaker content from top to bottom with series like Sneak Peak, Gridiron Kicks, Throwback Thursday, Sole Access, among others. "
  • "On-Air personalities Pierce Simpson and George Kiel (also Editor-In-Chief) have great presence and energy, keeping the videos interesting. It's obvious they have clear advantages over the independent guys, but the execution and the vision of the channel are what makes them the leader in the genre."
Quotes
  • "Today, we introduce our newest video series, the Shoe Horn. Each week, we will look to highlight the sneaker community discourse regarding the hottest topics from the previous week in sneakers. The Horn will not be a weekly recap. Instead, it will provide a look at kicks from a different perspective. Fans will also have a chance to get involved via the “Comment Corner,” where we will scroll through the various comment sections to highlight and talk about the ideas and comments that catch our eye."
  • "In the first episode, host TeeJay Void discusses the Nike LeBron X “Denim”, Nike Air Foamposite “Sport Royal”, Air Jordan 8 “Playoffs”, Nike Air Yeezy 2 “Red October”, and Nike LeBron X “Championship” Pack. San Antonio Spurs guard Manu Ginobili will also be a topic of conversation. "
From Part 02