Research Outline

Sneakerheads - Demographics: United States


To have a broad understanding surrounding the demographics of the sneakerhead market, specifically in the United States. An ideal response would include their age range, race, and annual income. While those three demographics are the most important, other general demographics will be valuable as well. As a next best thing, and only if sneakerhead demographics are not publicly available, demographics for those who purchase male athletic shoes would be acceptable. Of note is what is NOT wanted, which is information on the overall shoe market, and this should not be provided.

Early Findings

  • We were not provided a definition of "sneakerheads, so for the purposes of this research, we are defining "sneakerheads" as this: "A sneakerhead is someone who collects, trades and or admires sneakers as a hobby. Generally, sneakerheads are well-versed in the history of sneakers and study the market carefully. If you present them with a pair of sneakers, they can tell you their value, make and history. Sneakerheads first emerged in North America, but they're now a global phenomenon." If this definition is inaccurate, that would clearly have to be communicated to us in any reply.



Older Data

  • Wonder aims to use sources that are not any older than 24 months. While we did not expand or provide data points from this 2014 source, we thought it might be useful to include in case review was desired.

Summary Of Our Early Findings Relevant To The Goals

  • As discussed at the top of this document in the early findings section, we were not provided a definition of "sneakerheads. If the definition we settled on is inaccurate, that would clearly have to be communicated to us in any reply.
  • In the one hour allotted for the initial research, we were able to determine that the majority of the information requested is available in the public domain, though not all demographic data was available. For example, we did not come upon any race related data in the initial hour of research.
  • We were able to present some salient, recent, and relevant demographic data points that stand on their own and also set the table for future research. We were able to deliver some gender, age, and income data points. We were also able to provide a few psychographic data points. Though that was not specifically asked for, we felt that it added value to the overall initial hour of research.
  • Please select one or more of the options provided in the proposed scoping section below.