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.
Screenshot of the sneaker account @air_beau23 on Instagram. Source: air_beau23 on Instagram. Countless profiles are therefore filled with semi-professional, user Malaysia Phone Number generated content . For many collectors it is an art to post beautiful photos themselves in which their shoes play the leading role. The number of followers of these accounts can reach into the hundreds of thousands.
Resell: the market
Thus, with the help of passionate ambassadors, sneaker giants reach millions of potential customers without spending a single cent. It is striking that there is rarely a face on the profiles. The content (and username) is therefore almost never linked to someone’s personal life. On the one hand, this reinforces the role of the shoe. On the other hand, this is also a safety measure.