The Soul of the Sneaker
GSU undergraduate capitalizes on the campus’ prevalent Sneakerhead culture
GSU Sneakerhead, Joseph Terron, smiles for photo while in Plaza
By Caleb Smith
According to Urban Dictionary, a sneaker is defined as a shoe designed for casual athletic activity. However, in the eyes of some Millennials, sneakers represent one’s lifestyle.
One of the most popular ways that Millennials express themselves is by sporting rare sneakers. People who partake in this fashion trend refer to themselves as “Sneakerheads”.
The presence of the Sneakerhead culture caught the attention of Forbes.com.
A recent Forbes article states, “the market for sneakers is booming, driven by Millennial demand … the international sneaker market has grown by more than 40 percent since 2004, to an estimated $55 billion.”
Because of Atlanta’s influence on the fashion scene, GSU Sneakerheads have begun to benefit from living in such a prime location.
In this city’s booming sneaker market, Georgia State University (GSU) Junior, Joseph Terron, has recently decided to launch his own business.
“The Sneakerhead culture is very prevalent across the world, especially here in Atlanta. The culture is widely recognized; considering GSU being in the heart of Atlanta, I knew that I wanted to become part of the movement,” says Terron.
Terron began to familiarize himself with the landscape of the Sneakerhead culture by reading Solecollector.com and subscribing to YouTube channels such as Complex. After some research, he felt certain he was THE salesman for GSU Sneakerheads.
In the past, Sneakerheads would faithfully camp out for days to get their hands on a pair of fresh kicks on its debut. Students risked being robbed or even having to fight for a pair of the new sneakers.
Terron’s sneaker business, “Throw Up the Kicks,” was able to eliminate this danger for the consumer. Terron first purchased the sneakers from retail stores before the release date then resold the shoe at its market value.
Then, Terron posts his inventory on his business social media accounts. Once he receives interest from potential clients, he delivers the sneakers to their dorm rooms or to a common area on campus.
“What makes my business method effective is that I am able to personally accommodate my clients who are Sneakerheads. Because of that, I am able to network and build a relationship with them,” he says.
A faithful client of Terron described the service. “I love how Joe makes you feel important. He keeps you updated on new sneaker releases and sells them at a reasonable price,” stated the customer.
Though Terron’s business has achieved early success, he hopes to expand his enterprise and ultimately make it his main source of income. “Two to three years from now, I see my business growing even more. Eventually, I aim to make a living off this,” Terron stated.
He says Sneakerhead culture here at GSU taught him the importance of chasing his dreams: “Through my sneaker business, I learned how to remain focused and how to stop talking about what I wanted to do but actually doing it. I encourage all of my peers to discover their passions and from that, create the change that they desire to see.”
About the Author
Caleb Smith is a junior currently enrolled in the MW 12-1:15 section of Journalism 3010 at Georgia State University. His major is Journalism with a concentration in Broadcasting. Follow Caleb on Instagram @mindofsolomon.
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