At this year’s IMEX America conference at Mandalay Bay in Las Vegas, sneakers took over the convention center floor. All styles of shoes are on display: shiny shoes, platform shoes, sneakers, sneakers, dress shoes and, of course, shoes branded by different companies.
Comfort and style are top priorities for Megan Henshall, director of strategic solutions at Google, and she chose the Converse All Star platform. “Because they are platforms, I feel cool. It’s like walking on clouds,” she said. “I’m over 40 years old, but I can still lead the way.”
Teri Agosta, general manager of the Hilton Signia Atlanta, wears a sharp pair of Nike Court Legacy weightlifting shoes. She said there was a lot of discussion at her new restaurant about employee sneaker guidelines.
“We wanted to provide comfort but maintain a professional look. Like mine, we decided they had to be black or white, clean and fresh, and couldn’t have any logos or pictures other than the brand name. We were very specific, and showed photos of approved sneakers and unapproved sneakers.
sneaker showdown
There was also a spontaneous sneaker showdown. It all started when Ken Holsinger, Freeman’s vice president of strategy, challenged Dahlia El Gazzar, founder of Dahlia + Agency. IMEX project leader Tahira Endean was appointed judge.
King Size LED CEO Eduardo Valenzuela visited the Backtrack booth, and co-founders Jordan Walker and Hunter McKinley were on hand to promote the competition. Walker noticed his signature Gary Vee sneakers and invited him inside.
He won. “This is the best thing that’s happened since COVID. I’ve been working hard to get back into the industry and this show gives me purpose again. Winning Sneaker Showdown is the most important,” Valenzuela said.
Sneakers and activities
Holsinger said the events industry can learn a lot from the sneaker community.
“The way sneakers are marketed creates an opportunity for the events industry. At its core, it’s scarcity, nostalgia and hype,” said Holsinger, who owns hundreds of pairs of sneakers, many of them limited editions.
He frequently participates in “sneaker drops” on apps, which offer limited quantities of sneakers.
“Think about these drops that go hand in hand with registrations. How do you incentivize potential participants? You can do that by saying we’re only going to throw away market.
