New St. John’s Exhibit Pays Tribute to ‘Sneaker Culture’

Sneakers are more than footwear. They are a cultural statement.

That was the theme of a unique St. John’s University event on February 6, celebrating the launch of  We Are Shoe York City, an exhibit produced by members of the Division of Sport Management at The Lesley H. and William L. Collins College of Professional Studies that pays tribute to the artistry, design, and cultural impact of the classic urban footwear.

The exhibit at the Dr. M. T. Geoffrey Yeh Art Gallery at Sun Yat Sen Memorial Hall runs through the end of the spring semester. It coincides with the 40th anniversary of shoe manufacturer Nike’s “Be True to Your School” ad campaign.

“New York is a fashion destination and the birthplace of hip-hop,” said Emily M. Keller, Ph.D., Assistant Professor, Division of Sport Management, who, along with Simon M. Pack, Ph.D., Associate Professor, Division of Sport Management, curated the collection. “What we want to show is that while it is in New York City and we have this great sneaker culture, all these different areas became representative of specific things, from the hip-hop artists that came out of that borough, or the specific fashion designers.”

Visitors to the opening met industry experts, including several sneaker designers. A panel discussion introduced visitors to the history of sneakers and the intersection of “sneaker culture,” art, athletics, and music that had its roots in New York City.

Sneaker designers Danny Lee and Hector Perez delighted visitors as they paid tribute to former Men’s Basketball Coach Lou Carnesecca ’50C, ’60GEd, ’00HON, by creating a customized pair of shoes with some added “Looie” details. The pair attached remnants of an imitation Coach Carnesecca sweater for a truly St. John’s look and added the number 526 to represent the number of games won by Coach Carnesecca as St. John’s coach.

“Coach Carnesecca was a St. John’s icon,” Mr. Lee, from Staten Island, NY, said, while sewing sweater remnants onto a sneaker tongue. “This is our way of paying tribute to him.”

The blare of old-school hip-hop greeted attendees. Strolling down a corridor designed to resemble a New York subway station, they glimpsed designer windows showcasing sneakers representative of each of the city’s five boroughs.

Some classics, such as the Run DMC Adidas Superstar, representing Queens, NY, and Nike’s Wu-Tang Clan Dunks, representing Staten Island, were easily identifiable to a younger generation of St. John’s students.    

“My dad is a ‘sneakerhead’ and a hip-hop fan,” first-year student Victoria Evans said. “He always says that sneakers are a way to express yourself. For me, customized sneakers are a way to become immersed in that culture.”

According to David P. Hedlund, Ph.D., Professor and Chairperson, Division of Sport Management, the emergence of sneaker culture can be traced to Nike’s 1984 collaboration with basketball superstar Michael Jordan and the iconic Air Jordans. Later, sneakers became a canvas of expression for artists, athletes, celebrities, and musicians, who created a unique identity and attitude through their customized sneakers. 

As sneakers became identified with hip-hop musicians, the five boroughs became the epicenter of that cultural transformation. 

Included in the St. John’s display are classic sneakers from manufacturers Adidas, Converse, Nike, Puma, and Reebok, as well as sneakers exclusively made for legendary athletes such as tennis great Serena Williams and New York Liberty basketball star Sabrina Ionescu.

Wearing his own red high-top Air Jordans, junior Giovanni Rego said sneakers have become even more fashionable among his generation. He said he always wants his sneakers to catch someone’s eye.

“For something worn so low to the ground, you want to make people look up and take notice,” Giovanni said. “I am a real ‘sneakerhead’ that way.” 

Watch a video from the exhibit opening.