The Iconic taps into global sneaker culture
The Iconic is tapping into global sneaker culture with the launch of SneakerHub, a new vertical on its online fashion marketplace.
Launching on Friday, August 23, the range includes premium sneakers and streetwear from local and international brands, such as White Mountaineering, Norse Projects, Wood Wood, Soulland, Reigning Champ, Adidas, Nike, Puma and New Balance.
The Iconic’s chief marketing officer Alexander Meyer said the move represented an opportunity to “unlock” the local sneaker customer in a new way.
“The rise of sneaker culture has accelerated releases from the biggest and best brands, while giving niche brands visibility and opportunity to reach cult status,” he said.
“As a homegrown retail player, we have the advantage of truly understanding our customers to ensure we deliver them the best and most exclusive styles from our local and international brands.”
The Iconic has teamed up with Sneaker Freaker, the world’s first international sneaker magazine, on a launch event for the new vertical.
Taking place at Heroes karaoke bar in Melbourne on Saturday, August 31, the event will include sneakers on display from Sneaker Freaker’s vintage vault; an augmented reality experience, where guests can learn the design stories behind some of the most iconic sneakers of past and present; and a “sneaker train” from Reebok, where instead of sushi, sneakers snake their way around the room.
Hip-hop artist B Wise will perform.