A marketing game behind sneaker culture: How to sell a pair of $240 shoes to more than $600?


Almost every weekend, a number of people queue in front of some shoes stores, such as Footlocker, Sneakerboy, Hype in Sydney City, waiting for their number being picked up by salesmen. Some of those people are sneaker fans who are addicted to limited shoes and some of them are hired to line up.

On December 17th 2015, Yeezy boost 750 was released in Australia. More than thousand of people gathered at front of the door of Espionage Sydney, but only 20 pairs were available. To most people, such behavior and scenes are difficult to understand. This also attracts me to explore and present a creative marketing game behind it.


Yeezy is only one of many brands that could make numerous people be crazy. Air Jordan, Kobe shoes of Nike, Adidas NMD, all of these shoes may create a sales miracle. Among those queuing, some people just love those shoes and want to collect them while some others try to buy more pairs and raise the price to sell to others. The later were called “Shoes traffickers”.

Story Angle

In my feature story, I want to explore the reason why some people are passionate about buying limited shoes. This phenomenon may be caused by two main factors. One is the culture implication behind these shoes. For example, Air Jordon brand contains NBA culture and that may appeal many basketball funs. Another trigger is following fashion trend. For instant, Adidas Yeezy shoes was designed by Kanye West who is a rap singer in America and this shoes wore by many celebrities who are famous in fashion circle. From a business perspective, these two reasons may be regarded as a strategy of marketing and I want to reveal this clever marketing model.



There are some people I will interview. First, I am going to take some pictures about people waiting for buying limited shoes. I will interview some buyers during the process. Do they often come here? How much they spend on sneakers a year? Why they like those limited shoes?

In addition, I will also visit some staff members who work at such shoes store, like Footlocker. I want to acquire more information about Nike and Adidas limited shoes, for example, the sale data of Air Jordan last year or the number of people coming to receive the registration number of shoes.

Finally, I will interview some professors of marketing and listen to their opinions on this model of shoes marketing. What do they think? What are the drawbacks of this marketing model?

Target publications



Name: Huijun Chen

Student number: 440524348



2 thoughts on “A marketing game behind sneaker culture: How to sell a pair of $240 shoes to more than $600?

  1. Hi Huijun, thanks for your post – the “sneaker culture” topic is indeed very interesting and worth investigating,

    First of all, regarding the content of your feature article, you’ve proposed to publish your feature article in three publications. I would suggest you to limit them into one only since your content, angle and writing approach would be different, depending on the publications. For example, if you’re writing for InStyle, you would be featuring the appearance of the designer shoes, outlining the artistic beauty of them, while if you’re writing for the business section of the Sydney Morning Herald, you might want to focus on the speculation or scalping of the designer shoes,

    Second to mention is your online delivery of the blog post. As covered in the seminars, it is essential to write short paragraphs and include subheadings into the copy. This would encourage readers to read on without skipping too much of the content, while the subheadings are able to prompt readers of what to expect in the following paragraphs. It is also important to put in hyperlinks into the copy so that readers are able to follow up with unfamiliar topics such as the “Yeezy boost 750”. Don’t forget to “categorise” and give your post tags so that it is search-engine-optimized and is easily accessible by potential readers.

    You have quite a bit of grammatical and word-choice mistakes, so remember to proofread your copy and ask someone to sub-edit for you before publishing.

    All the best! I look forward to reading your feature article.


  2. Hi, Huijun. I am really interested in your topic.Actually, I have seen the phenomenon in Sydney before, but I did not know the reason. So, I am really looking forward to reading your article. Also, I have some suggestions for your article. First of all, I think interviewing a specific buyer will be more attractive . You can tell the buyer’s story by asking some questions such as which brand he wants to buy; the reason of buying shoes, for the interest or profit; and the ways of buying limited shoes, whether just lining up in front of the store. Second, you can gain more information about the progress of selling the limited shoes from stocking to selling. At last, you can also search for more data about the limited shoes not only asking for the staff members in the stores.Looking forward for you feature!


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