Sneakerhead Culture- Institute of Texan Cultures- The Will to Adorn
Sneakers and the marketing to sell them have changed over the years. Adidas and converse used to be advertised to the white, country club, tennis population until the marketing companies realized the buying power of the African American population. Once Run DMC started wearing Adidas and sports became so popular, the whole marketing campaign shifted to target the young, African American population. Sneakers have become a cultural trend within the African American population embraced by rappers, athletes and the every day population.
The Will to Adorn: African American Dress and the Aesthetics of Identity is a collaborative initiative with Smithsonian Affiliations, the Smithsonian Center for Folklife and Cultural Heritage, and the Smithsonian Learning Lab.
Through the internship, students explored expression in the African American community in San Antonio by engaging with local experts.
Will to Adorn 2017
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