Foot Locker: The Mass Marketing of Rare Continues

Looking at this recent Foot Locker ad, which I pulled from Complex magazine, reminds me once again how mainstream the idea of collectable sneakers has become. The dark wood and lighting is also a nod to just how influential ALife has been on the culture.

Where does sneaker culture go from here? I have no idea. I though punk died when Nirvana hit the big time so my powers of prediction when it comes to the future of underground cultures that cross over to the masses aint exactly on point. Heh, maybe someone needs to pen a "Rareness Is Dead" screed (hat tip Nas) to kick up some feuds and at least make things interesting.