Show me Your Sneakers
www.submarinechannel.com
Submarine is an independent Amsterdam based cross media production company. Submarine is experienced in making internet productions. This project offers the youth insight in the ways with which brands know how to capitalize, via several marketing technics, on the sneaker culture. Based on observations of youths companies bring out a certain image that must lend the sneaker the coolest possible radiation. Next, the youth takes over this image with an air as if it made it up itself. What is real and what is marketing made? There is a documentary that shows the origins of this phenomenon and the ways in which the youth uses sneakers to express its identity. The shoe tells who you are and what you love. With the help of Digitale Pioniers a website was developed as a multi media discussion forum on which youth can get in touch with each other about why it chooses certain brands and what they mean to the youngsters.
Final Products
The website corresponds well with the television documentary Sneakers. The website reflects a number of subcultures like hiphop, skateboarding and beatculture. These are illustrated through original, culturally specific audio and musical fragments, images, animations, and video fragments from the documentary. The website shows the relationships between these cultures and the various sneaker models and brands. Apart from the subcultures the website contains a gallery in which sneaker fans can upload photos of their sneakers, and a forum on which others can respond.
Impact
With regard to content Submarine cooperated with sneaker companies like Vans, Nike and Puma. There are already 6,017 unique visitors and their number is still growing. The documentary will also be broadcasted in other countries, newsletters will be sent, and there will be a quiz contest. The website and documentary are directed towards a broad target group: Dutch youth between 14 and 30 years old. This group is fascinated by sneakers and choose certain brands consciously to distinguish themselves from or adjust themselves to their friends or subculture.
Contact
Stichting Submarine Media
Peter Hofstede
www.submarinechannel.com
