Three Minds On Digital Marketing @ Organic

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.  Last week the company bought space on Sneakerplay for its One Time Only 30th anniversary campaign, an offer to buy an exclusive and limited edition hybrid release Nike Air Max 360 shoe.   These shoes sell for at least $250/pair on eBay, $400+ is not uncommon. A perfect example of the long tail at work.

Misha Cornes