To kick off the series, Marcus and his co-host Olivia Roth, Supervisor of Integrated Strategy, Campbell Ewald, dive deep into sneakerhead culture of consumption alongside Afrikan Caesar, Writer & Reviewer, Sneaker Bar Detroit.
Tune in and learn:
- The nuances between sneakerheads, collectors, and hype beasts
- Why cultural proximity is so integral for marketers looking to cater to sneakerheads
- How each sneakerhead plays a key role within the larger community in deciding what is legitimate vs. not as opposed to the name of a brand alone
C3 is a web-series that explores the relationship between culture and consumption and how it manifests within a community of like-minded people. The literature refers to these groups as cultures of consumption—sneakerheads, hackers, runners, cosplayers, DIYers, etc. Every episode, we will investigate a different culture of consumption with a guide/guest who self-identifies as a member of the community. Together, we will dive into the cultural characteristics that govern the collective and informs their shared consumption activity.