Have you ever had a passion for something, that ran so deep it consumed your thoughts, and changed the way you lived? Collecting is passion most people have felt at one point or another in their lifetime, but which usually doesn’t last long. That’s not the case for sneakerheads; die-hard collectors of sneakers. We live in an era of constant advertising and product association. When an article of clothing represents a lifestyle, that’s called branding. Iconography is much more than a symbol, a colour or shape, its depths define you. In 1980 the Nike Air Jordan introduction marked the beginning of shoe culture and a lifestyle of elitism.