The Contested Terrain of Sporting Consumption: Navigating Meaning, Identity, and Late Capitalist Marketing through Sneaker Customization
Brandon T. Wallace,
David L. Andrews
Abstract:This discussion critically examines and questions assumptions about the meanings and motivations of sporting consumption. We argue that the practice of sneaker customization demonstrates the contested terrain of sporting consumption, wherein contemporary consumerism is characterized by a dynamic interplay between top–down structural determination (by mass commercial forces) and bottom–up creative agency (by everyday consumers). Based on in-depth interviews with 15 sneaker consumers, we narrate the complexities… Show more
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