Hibbett Sports Partners With Nike And NiceKicks.com On ‘Small-Town Sneakerhead’ Campaign Launch

Hibbett Sports today announced an exclusive partnership with Nike and footwear news site, NiceKicks to unveil a Small-Town Sneakerhead digital campaign and video premiere on December 17, 2020.

The Small-Town Sneakerhead series highlights the unique world of sneakers and specifically small-town aficionados and collectors who give their own unique spin to sneaker culture in non-metropolitan areas of the country. Interviewees share their extensive collections of specialty sneakers from top brands like Nike and a glimpse into their daily lives.

“Hibbett is a top destination for sneakerheads to pick up the hottest releases in small towns across America,” said Sarah Sharp-Wangaard, VP Marketing, Hibbett Sports. “We are excited about partnering with NiceKicks and Nike to bring this campaign to life and further engage with the sneaker community, as it means so much to our respective brands.”

Each episode in the series will showcase a different sneakerhead and share their story including how they got started collecting, what they have in their collections and what excites them about the future of sneakers.

“Sneaker culture started in the biggest cities around the world, but over the decades the passion for shoes has spread far and wide to all walks of life from major cities to small towns,” said Matt Halfhill, founder and CEO, NiceKicks. “It has been an enjoyable opportunity to work with Hibbett and Nike on this series to shine a light on sneakerheads that don’t reside in major markets or ones traditionally associated with sneaker culture.”
 
“This partnership is a first of its kind and a celebration of not just sneakerheads, but sneakerheads who live where you might not expect,” said John Bapst, sales director, Nike.

In the December 17, 2020 episode, viewers will meet Brett Drake who started unofficially collecting at age 12 and built up his sneaker collection to over 250. Drake said his collection is unique because of the variety of shoes he owns. He is passionate about many different types of kicks from Air Jordan’s to Kobe’s, LeBron’s, Kyrie’s, and KD’s, to trainers like Air Trainer 1’s and 3’s, Air Max 1’s, and Air Max 90’s. He is also a fan of the latest innovations in sneakers such as Vaporfly’s, Alphafly’s and Nike SB Dunks. Drake, a married father of two, works as a project manager in the mining industry and not the typical sneakerhead one would envision.

In a previous episode, viewers were introduced to East Buffalo, NY native, Tiona Deniece who fell in love with sneakers when she was 13 years old. Deniece was a basketball player in high school and when her parents stopped buying sneakers for her, she got a job at a footwear retailer and continued building her extensive shoe collection. Deniece has gone to great lengths to get coveted pairs of sneakers, like camping out overnight or shopping overseas; however, Deniece, a musician, now does most of her shopping online because of the convenience.