be resold for well above their original retail price, the most coveted brands among sneakerheads are Nike, Air Jordan and Yeezy; models from more mainstream manufacturers such as New Balance, Puma, Vans and Reebok rarely yield significant returns, with the exception of certain collaborations with various athletes and, increasingly, celebrities with no direct ties to pro sports, including Rihanna, Drake and Vogue global editorial director Anna Wintour. Nike (including the company's Air Jordan brand) and Adidas are generally the most popular brands targeted by collectors. Popular fashion trends in sneaker culture usually overlap with streetwear trends and styles. As of 2016, the most desirable colors for sneakers and apparel were black, red, and white due to their longstanding association with late 1980s new wave music, the Michael Jordan era of basketball, and old-school hip hop. By 2021, however, bright colorways of Nike Dunks – particularly "collabs" with high-profile streetwear designers such as Virgil Abloh's Off-White line and Sacai – began eclipsing even many Air Jordan 1s in popularity. Sneakerhead slang During the 2010s, teenage sneakerheads influenced by hip hop fashion and skater subculture began to develop their own jargon. Commonly used words include: Industry growth and reselling In response to the significant surge of interest in sneakers between 2010 and 2020, the sneaker market has begun to expand into a variety of different, and oftentimes unique, venues. The growth of online retailing and auction sites has provided sneaker collectors with new methods to find the rarest shoes. Sneaker retailers have begun to adopt creative means to release these limited-production sneakers. Some have implemented a raffle system – for both online sales as well as in-store ones, in some cases – where the winners are chosen at random, while others have implemented a first come, first served model. The SNKRS app was launched in 2015 by Nike to give more access to the latest sneaker drops in addition to expanding its consumer audience. The app implements multiple variations of raffle systems – most notably 10-minute-long "draws" – and as of 2020 mostly eschews the older first come, first served model, given that the large majority of shoes sold via SNKRS are heavily hyped. (Nike still sells the vast majority of its products via its separate, non-SNKRS-related app, along with sales through traditional brick-and-mortar sellers such as Foot Locker as well as large department stores.) Due to the popularity of these rare