Generation Insights: What’s With Gen Z’s Shoe Obsession?

Shoes are at the heart of Gen Z culture. More than just products, they express who they are, where they belong, and what they value. For brands, that’s a lesson worth lacing into your strategy.

In our latest Generational Trends Report, we explore how Gen Z is leading the fashion conversation, with shoes as the hottest topic.

While the full report isn’t out yet, here’s an early look at what’s driving their shoe obsession – and what it means for brands aiming to build loyalty and deeper connections.

Gen Z's fashion focus

Gen Z are big on fashion – the generation is talking about fashion more than any other generation. And when we dive even deeper, we can see that shoes are the most mentioned fashion item among Gen Z. 

On average, there are over 69k monthly conversations about shoes from Gen Z alone. And with sneakers being one of the top-selling products among Gen Z, it’s clear why they’re a talking point. 

When using Brandwatch’s Iris AI to investigate Gen Z’s shoe mentions, we can see that they’re more than just a product; they’re symbols of identity and self-expression. Even more interestingly, shoes are even showing a sense of social status among zoomers. 

And right now, being a “sneakerhead” (someone obsessed with shoes) is trendier than ever.

Shoes as social currency

Whether it’s a rare sneaker drop or finding a retro pair from the thrift store, shoe choice has become a way to send social signals among Gen Z. And a lot of these conversations are happening online. 

Take Reddit, for example. With hundreds of subreddits dedicated to sneakers, the footwear conversation is booming. From the generic r/Sneakers to more specific communities like r/BarefootRunning, there’s a shoe subreddit for everyone’s taste. 

Here are some of the most popular Reddit communities to discuss sneakers. 

Gen Z are using these subreddits to engage with other sneakerheads, explore new or rare releases, and share their latest purchase.

Interestingly, a huge portion of these mentions are asking for feedback. Whether it’s to gather thoughts on a new purchase or to deinfluence from buying overhyped kicks, Gen Z are asking others for comments and criticisms. Put simply, Gen Z want peer approval before they commit. 

This social signalling is amplified by rarity, too. Fashion brands that tap into exclusivity are reaping the rewards. As we see across industries, rarity equals value – both socially and commercially. So tapping into limited drops or vintage releases can help you drive value to your brand. 

It seems that people aren’t just buying shoes – they’re buying who they want to be. And because shoes are worn visibly and publicly, they offer a unique canvas for self-expression. Whether Gen Z want to stand out or fit in, shoes are the way to do it. 

What does this mean for brands?

Gen Z aren’t just buying products, they’re buying stories. Whether it’s status, identity, or self-expression, shoes let them show who they are. Brands that get this – and speak that visual, emotional language – will be the ones Gen Z chooses to wear, follow, and stay loyal to. 

This applies wider than just the fashion industry too. Companies should focus on fostering deeper emotional connections to build brand loyalty and boost customer connections. 

After all, Gen Z’s obsession with shoes isn’t just material, it’s a badge of belonging, a conversation starter, or even a subtle social flex.

Want more Gen Z insights? Our Generational Trends Report is out now. We dive into millions of mentions to gain a data-driven look at what each generation cares about – and how brands should respond.

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