Who is Martin van Velzen?

As a sneaker enthusiast and PR consultant, I look with admiration at companies like Nike, who have turned free exposure around their crazy sneakers into art. In this article I will not go into the classic Nike commercials, advertisements and sponsorship activities. I immerse myself in the sneaker scene and try to understand how Nike makes its target group work for itself with the help of hype building.

If the shoe fits, put it on…

Sneakerhead subculture: the ‘Mods’ from the sixties – in a new guise Now that the sports shoe has long since ceased to be used only for sports and the megatrend of individuality Uruguay B2B List will not fade any time soon, the need for exclusive, special edition sneakers continues to grow. Fans of a specific model do everything they can to score that one performance. The big brands make good use of this. How?

A cool trick?

It starts with the free exposure. The fanatics show their latest acquisition ( #LPU = latest pick up) on social media with pride and enthusiasm. Or they post a daily picture of what they are wearing at the time, asking #WOYFT? (what’s on your feet today). Within the sneaker community, the level of engagement on each other’s Instagram posts and Stories is extremely high.

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