Sneakerheadz Documentary premieres at SXSW, gets distribution
The market for Sneakerheadz, a documentary about the booming subculture of sneaker collecting, has heated up. Since its premiere last week at the SXSW Film Festival, the doc has secured a joint theater and video-on-demand distribution deal.
With the footwear industry pulling in approximately $48 billion in revenue, according to a study conducted by the National Shoe Retailers Association and released last month, it was perhaps inevitable that documentarians would immediately seize the opportunity to make a film focusing on the most dedicated and passionate collectors.
As part of a deal between Gravitas Ventures, Submarine Deluxe, Complex and AT&T, while the film is released in theaters, the telecom company will simultaneously carry the film on its U-verse VOD platform, its mobile app and on Uverse.com with additional bonus content featured on U-verse’s Buzz Channel. Complex will also carry additional content from the feature-length doc.
Co-directed by David T. Friendly (producer of Little Miss Sunshine) and Mick Partridge (producer of Seven Days in Utopia) Sneakerheadz, slated for a fall release, examines the worldwide cultural influence that sneaker collecting has had in recent years, with hardcore sneakerheads willing to do and spend literally anything in order to score a pair of rare kicks.
Sneakerheadz is chocked full of commentary from a veritable list of who’s who of celebrity collectors who are not shy about sharing their obsession on camera. Personalities like DJ Skee, DJ and sneaker designer Samantha Ronson, pro-skateboarder and entrepreneur Rob Dyrdek, DJ Clark Kent, actor Mike Epps, legendary graffiti artist Futura 2000 (longtime friend and collaborator of 12ozProphet), streetwear and sneaker designer Frank the Butcher, celebrity jeweler Ben Baller and Nike NYC Pigeon Dunk designer Jeff Staple are included in the documentary.
“There’s a handful of things that can define who you are without saying a word, and your shoes are one of those [things],” reports Rob Dyrdek in the trailer.
Adding even more gravitas to the project, Jeremy Guthrie, pitcher of the Kansas City Royals, hip-hop artist Wale, and Complex founder Marc Ecko come aboard as producers to the film. Wale even has agreed to license his track titled “The White Shoes,” off his upcoming The Album About Nothing, for the film.
While production for the documentary is finished, producers are still actively crowdfunding on FanBacked.com in order to secure a soundtrack so that Sneakerheadz can, as it says on the fundraising page, “represent the community…because, as you all know, the hip hop and sneaker cultures are so closely related and have fueled each other through such epic tracks as ‘My Adidas’ by Run-DMC, ‘Sneakers’ by Raekwon, ‘Classic’ by Kanye West and Nas, and many more!”
“I came in the door, became one of y’alls leaders
In the fresh pair of Air Force One sneakers
Uptown we call em uppies when they on divas
Prolly worn when KRS-One teaches
Nas, made you look, before the haters
I bet you Kan had ’em on when he walked with Jesus
This is classic”
‘Classic’ by Kanye West feat. Nas, KRS-One & Rakim
In addition to Wale’s track, producers have secured an original song titled “Me and My Sneakers” from A-Track and Lupe Fiasco. Other artists who are featured on the soundtrack include A Tribe Called Quest, Public Enemy, Asher Roth and The Roots.
Rewards for backing the project include everything from a Sneakerheadz t-shirt, to signed kicks from DJ Skee, to a private screening of the doc in Hollywood.