{"id":555718,"date":"2017-09-27T14:23:41","date_gmt":"2017-09-27T18:23:41","guid":{"rendered":"https:\/\/www.snkrsday.com\/?p=555718"},"modified":"2019-01-23T10:08:35","modified_gmt":"2019-01-23T15:08:35","slug":"opinion-influencer-marketing-leveraged-co-sign-product","status":"publish","type":"post","link":"https:\/\/www.snkrsday.com\/opinion-influencer-marketing-leveraged-co-sign-product\/","title":{"rendered":"Opinion \/\/ How Influencer Marketing Has Leveraged the Co-Sign Over the Product"},"content":{"rendered":"

words & opinion by Creighton Phillips<\/a><\/em><\/p>\n

When Kanye West declared himself to be a performance athlete during the midst of being at odds with Nike about what seemed to be skus, many fans and naysayers alike questioned his leverage. To champion the musician as the most integral piece of a marketing movement seemed farfetched to more than just a few, causing Nike to let him walk to the seemingly more supportive Adidas. This was almost a half decade ago and the effects seem to be long lasting.<\/p>\n

Here we are in 2017, with rappers and influencers leading the charge in a space traditionally occupied by the athlete. Although it has been a very brief period to stay attentive to, it’s hard to deny that someone must’ve triggered it all. With an increase of popular celebrities wanting to be spotted in sneaker campaigns and also clamoring for opportunities to provide input on product development, one should keep a watchful eye on the growing interest brands have in the “influencer” category. The influencer holds the power once possessed by the musician in terms of marketing, as the lines become increasingly blurred. Visibility to a broader demographic is always an initiative in the schematics of marketing, but it also doesn’t guarantee garnering appeal from the core audience. Here’s why companies have began to compare risk to reward in regards to brand endorsement.<\/p>\n

Sneaker culture has always been one of validation, which prompted new participants to study up on their favorite collabs, colorways, and most coveted pairs aspired to purchase. Admiration wasn’t spent when you saw the famous guy on TV sporting the freshest pair, at least not in comparison to the kudos given to the Joe in your neighborhood. Famous folks have expendable income. So their acquisition of pairs was viewed as less of a feat. Sneakers made us all Joes because there was always something that someone couldn’t get. Your connection wasn’t someone else’s and vice versa. But now, with influencer marketing becoming the ideal ploy to sell sneakers, the integrity has been sacrificed. The accessibility that fame has created within a subculture indicative of socioeconomic climate and classism is what’s most alarming about brands’ marketing tactics. It’s all about your following. Unfortunately, not who follows but how many. How do you instill trust based off of an algorithm or fame by association? You can’t. That point has been proven.<\/p>\n

\n
\n
<\/div>\n

Pretty girls seem to get their way…even if they don’t have much to say<\/a><\/p>\n

A post shared by champagnepapi (@champagnepapi) on