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Sneaker Surge's founder Mira tells why consumer behavior in sneakerhead culture will stand for meaningful purchases in '22.

This is Sneaker Surge's bet on consumer behavior in '22.

When does a pair of sneakers become more than just a pair of sneakers?

While sourcing, stocking, and providing access to the most anticipated limited-edition kicks, Sneaker Surge knows that choosing the right sneakers is not limited by how their avant-garde leather silhouettes look.

Mira Uttamchandani, one of the visionaries behind the platform, understands that "consumer behavior in 2022 will very much be led by identity."

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Nowadays, the younger generations aim to make meaningful purchases. Their kicks are much more than shoes to match an outfit – sneakerheads choose pieces that reaffirm their ideals, and “you will see that reflected in their consumer choices.”

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Apart from elevating any fit, cutting-edge leather silhouettes are real objects of desire — whether you’re a sneakerhead or not.

But it’s not just the looks, young consumers are looking for a tailored experience that suits their personalities.

As shapers of the future, they see sneakers as much more than the product itself. It's a way to identify themselves with what they spend their money on.

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“People will decide what they stand for, and then pick brands and products that fit these profiles. [...] If sustainability is important to them, they will pick brands and products that have honest and clean supply chains.”

The discussion goes beyond exclusivity to provoke discussions and draw attention to important matters and conscious approaches within the creative culture, leading to changes in the industry and the sneakerhead culture.

“Nike is doing collabs with more diverse artists, that’s because they are championing those values and want consumers who align with that to pick them.“

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Drive toward a more authentic and responsible future with Sneaker Surge here.

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