While the popularity of athletic footwear or “sneakers” has been widely assessed within the social media and popular culture, few studies to date have examined the influence of a specific sneaker subculture called “Sneakerheads”. There has also been very limited research on the brand preferences and brand identities that may exist within the Sneakerhead subculture. During this podcast, I spoke to my elder brother Manaye Sachdeva, who is also the founder of the Canadian sneaker startup KICKSINTO (https://kicksinto.ca). During his talk, he dives into Sneakerhead culture, while discussing brand preferences, practices, and how they affect the youth. Among the topics discussed are his experiences growing up in India and sneaker culture worldwide. This podcast is also influenced by Matthews, D., Cryer-Coupet, Q. & Degirmencioglu, N. I wear, therefore I am: investigating sneakerhead culture, social identity, and brand preference among men. Fash Text 8, 1 (2021).