Sneakerheads on Netflix is a special series for the platform’s catalog because it seems to have been designed for a very targeted audience. We already know that the company relies on its Big Data to propose genres, themes, stars, but with this fiction, it seems that it has reduced the field too much. We wouldn’t be surprised if the audiovisual giant (in collaboration here with entertainment group Complex) wanted to test how a product works in which brands have great influence. Nike and adidas are arguably the most cited, and let’s not forget that the interactive format that Netflix has fumbled with Black Mirror and Unbreakable Kimmy Schmidt has a strong marketing exploration component behind it. Theories aside, Sneakerheads is above all a foray into the urban tribe of sneaker lovers, which has been booming for 10 years (although it comes from much further away, as we know). It’s an unpretentious comedy, which is secondary: Sneakerheads is full of curiosities for these geeks, and also a lot of mythical models of yesterday and today.
But what is Sneakerheads ? If we focus on the pitch, we see that their producers wanted to bring together two generations of sneakerhead enthusiasts in the same story; young people who perfectly master the new codes and communication channels, and those in their forties, who have partly lost this desire for novelty. Because Sneakerheads is first and foremost a story of midlife crisis and generation shock, tackling very simple and outdated questions, but as we said, that’s what matters least here. The Netflix series follows the misadventures of Devin (Allen Maldonado, of Proyecto Power), a father aged 30 and over who, behind an economic problem, hides his passion for sneakers from his wife.
When he decides to buy some that have just been released (in case you’re interested, the Jordan White Cement IV), he finds his friend Bobby (Andrew Bachelor), who has much less responsibility than him, dragging him into a complicated epic. After losing $ 5,000 and agreeing to collect it back without his family knowing, Devin joins forces with Bobby, Nori, a young woman who knows all about sneakers, and Stuey, a newcomer to this world, in a crazy adventure that will teach him to value union, friendship and old dreams and goals.
The six episodes of Sneakerheads (shorter than usual) address issues that are very common in this type of sitcom, here in the buddy comedy formula, such as the idea that it’s impossible to combine family with instinctive passions, or the lack of communication in couples created by this conception of the woman as a figure of castration. But if you like Sneakerheads, it will not be because of its history, but of the culture it represents. In fact, Jay Longino, its creator, used his personal experience to write fiction: when he was a child, Michael Jordan gave him Air Jordan 4s during a basketball game, but his mother took them. sold by accident. This nostalgic component of the sneakers that mark your life can be found at the beginning of Sneakerheads. And on top of that, the series offers a lot of nods, like the urban legend around a lost model of Jordan, the rites of shoe resale and auctions, the crazy things that those in the know. money can make for their favorites, and of course, a lot of iconic silhouettes that will bring a little happiness to all lovers in the world (whatever their generation).
Via GQ Spain.