Sneaker collecting is the acquisition and trading of sneakers as a hobby. It is often manifested by the use and collection of shoes made for particular sports, particularly basketball and skateboarding. A person involved in sneaker collecting is sometimes called a sneakerhead. The birth of sneaker collecting, subsequently creating the sneakerhead culture in the United States came in the 1980s and can be attributed to two major sources: basketball, specifically the emergence of Michael Jordan and his eponymous Air Jordan line of shoes released in 1985, and the growth of hip hop music. The boom of signature basketball shoes during this era provided the sheer variety necessary for a collecting subculture, while the hip-hop movement gave the sneakers their street credibility as status symbols. The sneakerhead culture has emerged in the United Kingdom and the Czech Republic during the early 2010s. By the beginning of the 2020s, sneakerhead culture had become fully global in nature, partially due to "athleisure" attire becoming increasingly popular at both the low- and high-ends of the fashion world. It also extended well beyond its original focus on shoes originally designed for use while playing basketball, with Kanye West's Yeezy line of low-rise sneakers produced by Adidas serving as a well-known example. Styles and marketing Several popular brands and styles of sneakers have emerged as collectors items in the sneakerhead subculture. Popular collections include Air Jordans, Air Force Ones, Nike Dunks, Nike Skateboarding (SB), Nike Foamposites, Nike Air Max, and more recently, the Yeezy line produced by Adidas but sold & marketed separately from its primary sneaker models. Shoes that have the most value are usually exclusive or limited editions. Also, certain color schemes may be rarer relative to others in the same sneaker, inflating desirability and value. More recently, sneaker customs, or one-of-a-kind sneakers that have been hand-painted, have become popular as well. Nike, New Balance, and Reebok also have custom shops where people can choose from the color, lettering, and materials that they want. Adidas discontinued their custom shop in February 2019. Nike continues to use basketball stars to market new sneakers. In 2011, the Zoom Hyperdunk was introduced through Blake Griffin (a Los Angeles Clippers player and NBA 2010–11 NBA Rookie of the Year). Nike has also employed celebrities from outside of the sports world to design and market new shoe lines. One example is the Nike Air Yeezy, designed by rapper Kanye