Sneakerplay + Nike

copyright Threeminds.organic.com
by Misha Cornes
published October 19, 2006

I've been trading emails with Rob Jama, one of the founders of Sneakerplay, an online community all about sneaks. Wandering around this invitation-only site was a fascinating immersion into a hip-hop subculture, complete with battles (shoe vs. shoe, as voted on by the community), disses, and plenty of brand love, particularly for Nike's Air Jordan line. The posts are basically unintelligible for someone who isn't a hard-core sneakerhead.

But this is just how Rob wants it. As he writes: "I started the community site with a couple of friends as a way to connect with young, creative and style conscious individuals who have the same interests as ourselves, which lie mainly in street fashion and sneakers." Why be a social network for the masses when you can create a community for a little over 2,000 serious fans?

Nike for one has taken notice.

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