Competitive Edge - Sports & Entertainment Marketing News

VIDEO: A Look Inside America’s Obsession with Sneakers


TODAY’s Craig Melvin goes to Atlanta to delve into America’s obsession with sneakers and how the rise of their popularity has turned the sneaker business into a growing $80 billion industry. He speaks with rapper and sneaker collector Killer Mike about the community and culture that surrounds the popular shoe.

Click here to read the story at

Discussion Questions:

  1. What is fandom?
  2. How might sneaker culture represent the concept of fandom?
  3. What are industry segments?
  4. How might this story represent an example of an industry segment?
  5. How have celebrities help to drive the popularity of sneakers?
  6. What is a brand?
  7. Which sneaker brands are most popular?
  8. How much do you think marketing influences the popularity of these brands?
  9. How much do you think athlete and celebrity endorsement influences the popularity of these brands?
  10. What else might influence which sneaker brands are most popular? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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