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The From Wondry, I'm David Brown, and this is Business Wars Daily on this Wednesday, March 29th.

In 1986, hip-hop group Run DMC released a song that many say would forever change the way people thought about their shoes. My a year! Walk through cops and doors and roams all over coliseum floors.

You might say footwear has always made statements, but in the mid-80s, a serious sneaker

subculture began to emerge in the U.S.

That was thanks to cultural touchstones, like that run-DMC song, and also thanks to a certain

professional basketball player. You may know the one, Michael Jordan. He released his first Air Jordans in

1985, and soon, for many, collecting sneakers became a way of life.

It's this so-called sneakerhead culture, which has deep roots in black culture, hip-hop, and

streetwear, that has continued to persist today. It's marked by limited edition drops,

buzzy marketing, and even entire media outlets like Hype Beast, devoted to covering streetwear and shoe culture.

And sneaker culture has done something else that not many other industries have been able to do,

...