Men - NSW - Our consumer - City Connector

Nsw consumer

SNEAKER OBSESSED

Profile

The SNEAKER OBSESSED are the original lifestyle fans. They crave access, to both the sneaker and the stories behind them. but not just the sneakers have to be on point , the whole outfit matters to set themselves apart from hypebeasts.

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I like to dig deep and understand the story of a hot release.

Facts

16-21 years old and part of the Generation Y
In Berlin are 9K of them, in Germany they are around 632K
DEFINE AS SNEAKERHEAD BUT NOT AS HYPEBEAST
also care about hype releases but will only wear them if they like the story around them.

Observations

They are wearing items with a story. They wear less logos to set themselves apart from hypebeasts.
they love discovering details of a product including special packaging and collateral.
They love campouts because of the community feeling but wish not so many resellers without any knowledge and passion would be there.
They enjoy offline shopping because of the exchange with their local sneaker dealer.
They are active on Sneakrs App and enjoy its content and activations.
They discuss sneaker and streetwear news with their friends every day, on & offline.
THEY GO TO SNEAKERFAIRS TO HANG OUT WITH THE COMMUNITY AND SEE GRAILS IRL.
They turn to the big payers to stay up to date.
They are always up to date with sneaker leaks on Instagram.