Sneaker culture was born in the 1980s and can be credited to two major sources: basketball and the growth of Hip-Hop music. The popularity of signature athletic shoes throughout this era provided the variety necessary for a collecting subculture. The Hip-Hop movement gave the sneakers street credibility, transforming them into positive social contagions and status symbols for generations to come.

Despite ongoing conflicts between neighboring countries and religious wars, the Middle East has caught the wave of sneaker culture through social media & the Internet. This led to the emergence of relevant sneaker communities in the region. It is only a matter of time until the rest of the world recognizes that the urban culture in the Middle East is on the world’s map, and here to stay.

soul xxx kicks is a collaborative project between supersoulxxx (Yasmine Mehdi, Nauf Al Saif) and KicksTQ (Tareq Q) for REUSE.

soul xxx kicks 2

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