With Jordans, Yeezys and Air Max in their collections, Bengaluru's sneakerheads are popularising a new subculture.
With Jordans and Air Max in their collections, Bengaluru's sneakerheads are popularising a new subculture. (Supplied)
India suffered two major tragedies in the year 1984 — the assassination of former late Prime Minister Indira Gandhi, and the Bhopal Gas leak. But miles away, in the United States, a small subculture of sneakerheads was being birthed in the office of a popular shoe brand, Nike.
It was also the year when Michael Jordan, then a rookie, launched his professional career with the Chicago Bulls and signed an endorsement deal with the US-based Oregon start-up Nike, which up until then had only made shoes for runners and track field athletes.
In a nutshell, it marked the dawn of a new, worldwide subculture — of sneakerheads — beyond the basketball courts in America.
Over the decades since then, this cultural shift sneaked its way into India, which now boasts a growing community of sneakerheads.
With Jordans, Yeezys and Air Max in their collections, Bengaluru’s sneakerheads are popularising a new subculture.
For Nandith Jaisimha, a 37-year-old Bengaluru-based filmmaker and photographer, who runs studio080, it all began with his love for playing basketball during his schoolgoing days in the early 90s.
“When I was 12, I played my first state nationals. But it was only when I played for the second time that my parents took me seriously about getting me a pair of branded sneakers. They gifted me a pair of Adidas shoes. Since then I have been struck by the sneaker bug,” recalls Jaisimha.
Back then, there were no commercial ads that would familiarise an entire youth population with the sneaker culture. Jaisimha remembers being introduced to it at the Indira Nagar Basketball Club where he played.
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“A lot of kids and older men, who came visiting from abroad, would wear such fancy shoes to play. I had never seen any of these Nike and Reebok shoes before,” he shares.
Eventually, he started reading more about sneakers, and once the Internet arrived, Jaisimha’s world changed.
“It’s all interrelated — basketball, hip hop and sneakers are an irreplaceable tripartite. I always dress like this. This is how I come to work, and go to shoots. This is a lifestyle,” he says pointing to his oversized t-shirt, shorts and cap.
“I felt immortal after I wore my first pair of sneakers. As a kid, you feel unstoppable because you want to play better, you think everything is happening because of the shoes. I used to play well,” narrates Jaisimha.
Information Systems Consultant James Raleigh Thomas’s backstory of his Jordan 6 Infrared is a tale he will never tire of sharing.
This shoe was first introduced in 1991. It was also the year when Micheal Jordan wore it throughout his finals Championship series, which started on 2 June, 1991, which was the year Raleigh was born.
James Raleigh Thomas with his sneaker collection. (Supplied)
“Apart from this connection, I love this shoe. In 2019, Retro Jordans were just starting to release in stores in India. Back then, even the Jordan Retro buyers in Bengaluru were few. I did my research with the Nike staff at Nike Brigade Road Bangalore and heard that the Nike stores in Delhi and Mumbai were the only ones to bring the Jordan 6 Infrared,” he recalls.
Due to a lack of buyers in Bengaluru, Nike was willing to bring these to the city only if they could sell up to 22 pairs on the first day of release. This shoe was a must-have for Raleigh.
“I had a word with the Bangalore Brigade Road store manager and told him that I could get hold of 22 buyers for the shoe who would surely buy the shoes,” he adds.
Next, Raliegh prepared an Excel sheet with the names, contact numbers and email addresses of these buyers and shared it with the Bangalore Nike team, a week before the release date. The Bangalore team reached out to these buyers for confirmation. The 22 pairs arrived soon.
“All the 22 of us were able to buy the shoes on the release date. Through this release, I built a stronger connection with all those 22 sneakerheads who bought the shoe that day. We stay well connected now and discuss releases and our collection. Now we have so many sneakerheads and it’s rare to see a shoe like the Jordan 6 Infrared just sit on shelves even beyond the first day of release. Some releases even have campouts and lines for their releases these days,” shares Raliegh.
Gokul M, a publicist, has been collecting sneakers for the last 10 years. His most cherished memory is getting his Puma Boris Becker sneakers signed by the tennis legend himself. “He was in India at that time. I also made him write ’17 and forever’, on the shoe since he was the youngest to win a Grand Slam and still holds the record,” says Gokul, who is loyal to Adidas and Nike.
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Ridhii Paul, graphic designer and founder of media and design studio Dame & Max, chips in with the backstory of her Air Max 90 Bacons. “I was fortunate enough to win the Superkicks raffle, which was a creative competition. The styling photos I posted on Instagram caught the attention of its original designer, Dave Ortiz, who is also a graphic designer like me. Now, we are friends and often engage in art conversations,” she details.
But beyond personal style, performance and functionality are as important, says Nandith, who is on his feet for 16 hours during photoshoots.
“There is no fixed time for my work. Shoots can go on for 4 hours or 16 hours. The only shoes that can keep me standing for so long are the Adidas Yeezys,” adds Jaisimha, who owns about 200 pairs of sneakers.
Rare sneakers become sought-after for collectors. “For example, a pair of RUN DMC superstars don’t come with laces because they don’t let you have shoelaces in prison. It’s the struggles they’ve been through and in a way the beaker pays homage to that story,” shares Gokul.
Ashwini Dixit looks for bold colours, embellishments, and comfort while buying sneakers. (Supplied)
Besides the brand value, content creator Ashwini Dixit looks for bold colours, embellishments, comfort, and the rewarding challenge of styling while buying sneakers. And these elements do not come in the way of her brand loyalty.
Thomas echoes a similar sentiment. For him too, it’s not about the brand, but the model that establishes a connection with his personality.
Beyond comfort, for Paul, loyalty towards brands is all about the silhouette and colour palettes.
There’s nothing like good or bad sneakers, clarifies Jaisimha.
“Even if you own a pair of sneakers that cost ₹500 and it resonates with you, it’s good,” he adds.
Jaisimha asserts that he is non-judgemental about people wearing fakes. “That’s what they like and can afford. Who are we to judge?” he emphasises.
Being a sneakerhead is not about giving in to the hype, but owning the pair you love, explains Dixit.
Thomas prefers to be an old-school sneakerhead. “A sneakerhead according to me is someone, who is very passionate about sneakers and loves to learn/know about sneakers and their history. The old me, who was in school downloading good-quality pictures of my most favourite Kicks, was a much bigger sneakerhead than the present me. The obsession that I had back then with just a couple of pairs in my collection is far superior to what it is now. It is never about how many shoes I have in my collection,” he details.
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Jaisimha points out that being a sneakerhead should not be a status symbol. “Sometimes, some kids tell me they want to buy the Travis Scott pair. Now that costs ₹2 lakh. But I tell them they don’t need to buy such an expensive pair to say that you are a sneakerhead,” he shares.
Start with the classics, which don’t burn a hole in your pocket, he says.
“For example, the Adidas Superstar, or the Converse All Star, VANS, and SB Dunks, which cost about ₹4000 and are feasible for students,” he offers.
“Focus on the essentials, such as investing in classic styles like triple white Nike Air Force Ones, Stan Smiths, Superstars, or Converse. Opt for renowned brands for their quality and longevity. Most of all, look for comfort!,” Dixit recommends. Her most recent purchase was the Adidas Stan Smith X The Simpsons. The most expensive pair she owns, she shares, is Bart Simpson SB Ducks.
While Dixit appreciates the recognition it brings, she’s also wary of the unnecessary pressure to own something extravagant.
“The Indian sneaker community has experienced rapid growth, with numerous sneakerheads and Indian sneaker brands gaining global recognition. This indicates a positive trajectory for the sneaker community,” notes Dixit.
Paul is aware of the dangers of being a wrong influence on the younger generation.
“I never talk about my expensive pair of shoes. I don’t want the younger gen to believe that spending money is the only way to build a great collection. You don’t acquire style by simply spending money; it’s an art and a form of expression,” she remarks. Her most recent purchase is Nike Summit White and Cacao Wow.
Since the Covid era, there has been a spike in the resale culture, the sneakerheads say in unison.
Thomas is not pleased about this shift. “If the number of resellers is growing, then the number of buyers also has increased. It’s always best if the brand makes a good quantity of the shoes in demand, so everyone who wants to buy can buy it without paying over the market value,” he comments.
The overcrowded resale market makes it difficult for Dixit to choose based on her preferences, especially considering the irrational price points that are set for buyers.
However, Paul is divided in her opinion about the resale culture. “They’re copying everything. But, it’s convenient because it helps you get the pair you want without the hassle and disappointment of losing a raffle,” she shares.
Jaisimha is confident that the resale culture is not here to stay. “It’s only pure economics. They are doing what brands want them to do. They are helping them sell more without paying rent,” he laments.
“Being a sneakerhead is now a cool quotient. Everyone wants to be one,” says Jaisimha nonchalantly.
Because for some, it’s art. For some others, it is a daily armour. And, for a few others, it’s a celebration of daring to be different.
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