text: Sneaker culture became global by the end of the 1990s. Originally popular among urban black youth and white skateboarders, by the 21st century it had gained a sizable Asian following. Sneakers have had cult followings in Japan since the 1990s, where many American fashion brands remain highly covetable. Outside the US, Japan is one of the only markets where limited-edition styles (particularly Nikes) have had region-exclusive releases.
  Culture
  Sneaker collectors buy online and go to outlets, sneaker events, swapmeets, parties, and gatherings in search of rare, vintage, and limited edition shoes. New launches of popular sneaker models increasingly take place via online raffles through mobile apps. Collectible sneakers can usually be resold for well above their original retail price, including certain collaborations with various athletes and celebrities. Popular fashion trends in sneaker culture usually overlap with streetwear trends and styles.
  Sneakerheads often participate in both online and offline activities to show their enthusiasm in sneakers. Typical example of offline activity is participating in sneaker exhibitions. Some of the notable exhibitions include Sneakercon in North America and Southeast Asia, Sneakerness in Europe, and Faces&Laces in Russia. Through these exhibitions, sneakerheads show their collections, sell or exchange sneakers, and attend public talks with designers and collectors. Typical example of online activity is making unboxing videos or video reviews of new sneakers where sneakerheads share their ideas and thoughts on the sneakers.