Adbusters has an interesting piece about how Nike, once distrusted by skaters because of its enormous bulk, financial clout and marketing savvy, insinuated its way into the skateboarding subculture. Midway through is a pertinent passage about the sneakerhead’s — he or she of 14-35 years of age who appropriates kicks less out of an athletic or (sub-)cultural impulse but rather for the pure material/aesthetic pleasure of having the product itself — role in burnishing Nike’s street bonafides.

[Thanks JB!]