In his book Under The Influence: Tracing The Hip-Hop Generation’s Impact On Brands, Sports & Pop Culture, Erin O. Patton provides insights into the launch and building of the Michael Jordan sneaker brand with Nike as well as Stephon Marbury’s foray into the kicks space with the Starbury. Sneakers have been big business for some years but it is the sneakerheads who take it to a whole different level. Out of this culture, there have been a library of books, documentaries and online platforms birthed, all devoted to sneakers. While the US tends to dominate the space, the sneaker site and...