Sneakers, once just a necessity, have now become a symbol of hype and status.“I was at the Nike store when the Nike Air Jordan 1 Mid SE caught my eyes. The sleek design, bold colours, and aura of exclusivity made them irresistible. But when I saw the price tag, it blew my mind as it was for Rs.15,000,” says Agrima Agrawal, 22, pursuing Master’s in Fashion Communication at Pearl Academy, Delhi.

A few weeks later, news about a Nike pop-up show at Connaught Place, Delhi, showcasing a limited-edition collection, was heard by her. It was seen as the perfect chance to finally get her dream sneakers, something she had been saving up for. But upon arrival, excitement was turned into anxiety as a massive queue of sneaker heads eager to grab their pairs was seen. That day, luck was on her side, and after what felt like an eternity, her dream sneakers were finally held by her.

This hype isn’t just about comfort or necessity, it’s about exclusivity, and the booming resale market. In India, sneaker reselling has taken off, with prices fluctuating based on demand. The Nike Air Jordan 1 Mid SE models, like the ‘Zen Master,’ originally priced at Rs.18,000, now resell for Rs.14,499, while the ‘Bred Shadow’ edition goes for Rs.12,499. Similarly, Nike Dunk Lows like the ‘Black White’ Panda and ‘Cacao Wow’ resell for Rs.9,999 – Rs.10,999. Limited-edition releases can see both markdowns and extreme markups, proving how the sneaker culture thrives on hype, scarcity, and brand loyalty.

Rutvi Sodhi, a 23-year-old from Delhi, also pursuing a Master’s in Fashion Communication at Pear Academy, admits, “I know sneakers like Nike, Air Jordans are not comfortable, but I like to be a trendsetter. I am a bit brand-conscious, so I buy them just to follow the trend and recent styles.” For many Gen Z consumers, sneakers are not just footwear, they represent identity, personal style, and social status. Owning a buzzed pair isn’t about how they feel, it’s about the statement they make.

For some people, brand loyalty plays a significant role. Khushi Puri, a 23-year-old student at Pearl Academy, Delhi, believes that no matter what, Nike will always be her go-to sneaker brand. Quality is prioritised over price, and any amount is considered worth spending for this name alone. The motivation to buy them is driven by their comfort and exclusive designs, like the Air Jordan 1 Mid edition, priced at Rs.11,000. Additionally, they are seen as a perfect match with any outfit, which allows confidence to be instilled in her.

Social media amplifies this craze, with every new drop people are willing to camp outside the stores or refresh websites in hopes of copping a pair before they sell out in seconds.