The Fusion of Hip Hop Culture and Shoe Brands

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The Fusion of Hip Hop Culture and Shoe brands
Introduction 
Culture is a people's way of life. There are various cultures all over the world, and there are various dimensions that influence people's culture. For about five decades, there was a change in American culture, which professional artists and musicians orchestrated. The artists and players became popular and used their fame to influence culture. The artists used their influence to change many aspects of people's life. The talented group of players and artists took advantage of their fame and unknowingly conceptualized the Hip hop culture. So strong was the culture that its impact is still being felt in various sectors of the American economy, such as sports, commerce, and music. Against that backdrop, I decided to explore the impact of hip-hop culture on a specific product, shoes to be precise, by conducting interviews and recording observations. The qualitative data extracted from the interviews were compiled and augmented with empirical findings from previous studies. 
Hip-hop culture and branding    
Over the years, hip-hop has been thriving, and it has had a huge influence on cultural adaptations and fashion statements. The exponential growth of some products and brands in America and other parts of the world can be attributed to musical artists who belong to a specific genre. The artists who are so famous and command international attention have been taking advantage of their popularity to market certain brands. On such grounds, I decided to conduct interviews and obtain qualitative data from observation to establish the link between hip-hop culture and shoe brands (Fields,1). The brands are known to many people across America due to the marketing strategies of hip-hop artists and other celebrities. The said celebrities received ambassadorial endorsements from the directors of the companies manufacturing the products. One of the shoe sellers I interviewed admitted that 'Michael Jordan probably the biggest influence on me. He was the biggest reason I started buying shoes.' The statement speaks concerning the influence of celebrities on branding. It is right to opine that high-profile personalities who greatly influence the masses can be contracted and subsequently used to advertise the products. So influential are the artists and celebrities that, whichever brand they market, it becomes a favorite of many people. 
It is believed that hip-hop originated in New York's South Bronx district. In 1973 Kool DJ, a Jamaican native based in America introduced a unique mixture of sounds and movements. Later on, the music genre would be described as Hip Hop. From a historical point of view, it is evident that the practices associated with Hip hop have been transferred to the current generation. Additionally, it is equally right to opine that the existence of hip hop has deep connections and the ability to influence the behavior and mannerisms of not only young people but also older adults. In my second interview with one of the shoe sellers, I noted with concern that individuals from different generations had a preference for a specific brand and they attributed it to the hip-hop culture....