UK sneaker website The Sole Supplier this week presents their new mini documentary, dubbed Behind the Hype. The picture delves into the rise of online streetwear and footwear culture, featuring insights from a number of key influencers.

Look and listen as The Sole Supplier discusses how it’s as hard as ever to land high profile releases on drop day, in large part due to celebrity collaborators, limited quantities, and the growth of social media. When did it all begin? Who influences buyers? And how much does social media actually contribute to the growth of the industry?

Find out all of this and more while watching Behind the Hype.

After checking out the piece, be sure to explore the evolution of custom sneakers below.

In other footwear news, Nike is experimenting with putting treadmills in sneakers.

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