Ballers still use athletes’ physique, play style and position as short cuts in the buying process. But, more than ever, athletes are less idolized as icons and more seen as points of inspiration for ballers to make a shoe their own. And they are also looking beyond the court, as ballers are identifying with athletes’ off-court presence just as much as their on-court presence.

As the lines blur between the game and the adjacent-cultures, ballers are looking for shoes that encompass it all. They are not only looking for shoes that will give them a competitive edge, but also shoes that allow them to make their mark in the different parts of culture they participate in.

The style of a shoe can be just as important as the tech and on-court benefits. If a player feels like they look good then they feel confident. Style can also be one of the first reasons ballers are attracted to a shoe, especially when they see it on-foot on-court.

Community is a tool for validation of a decision Ballers are prepared to make. Their IRL community gives them an opportunity to see what they look like, ask questions and tell stories. Vloggers and bloggers provide them with honest, non-biased reviews. Influencers and catalysts aren’t seen as credible sources.