While sneakers aren't as deeply entrenched as a youth sub-culture in South Africa like in the United States, there's a big 'sneaker aficionado' community across the country.
International brands such as Converse, Nike, Adidas, Puma, Reebok and Jordan have tapped in on a market that understands identity politics across youth of all races.
702/Cape Talk's Eusebius McKaiser (standing in for Redi Tlhabi) spoke to business woman, Farah Fortune, about why we can't help but love sneakers.
She also gave a historical account of the evolution of its place in local and international youth sub-culture.
Listen to the conversation below:
Rihanna made Puma $1 billion on her last collection, that's why they re-signed her... If you look at it, they [Puma] are relying on the popular culture.— Farah Fortune, business woman and sneaker collector
Look at Chuck Taylors, they came out in 1917 and they are still the best-selling sneaker around the world to this day.— Farah Fortune, business woman and sneaker collector