Why We Treat Sneakers Like Magic: Commodity Fetichism In Pop Culture

When reading Karl Marx's The Fetichism of Commodities, I realized how relevant his ideas still are in todays pop culture. Marx explains that once an object becomes a commodity, it begins to feel "transcendent," meaning it seems to have value and power on its own. Instead of seeing value as coming from human labor, people begin to believe the object itself is special. This idea helps explain why modern consumers culture, especially sneaker culture, feels so powerful. 

A clear example of this can be seen in sneaker culture and "hype" culture. Limited edition sneakers often sell out in minutes and are resold for hundreds or even thousands of dollars. In videos like "Life of a Sneaker head- Sneaker Culture Documentary". 

https://www.youtube.com/watch?v=wTjdSFIxu10  

Instead of being just shoes, sneakers are viewed as worth, and unique characteristics. It is interesting to note that sneakers are still manufactured by workers in challenging conditions that are only using materials like rubber and cloth. However, that labor is rarely to never shown. Videos such as " Everything You Need to Know About Sneaker Resell Culture"

https://www.youtube.com/watch?v=_RcEqhKa5Ho

show how resale value, rarity of shoe, and profit work but not the people who made the shoe. This reflects Marx's idea of commodity fetichism, where the social labor behind a product disappears and the object itself seems magical. 

This also connects to hegemony, which is when dominant ideas feel normal or “common sense.” Sneaker ads and influencer content teach us that owning the right shoes means you are successful or important. In unboxing videos like “UNBOXING HYPE: The Sneaker That Started It All for Hypebeasts” 

https://www.youtube.com/watch?v=gTml_HjAQBY

the hype comes from the product itself, and not anything else behind it matters. Some creators and documentaries challenge this system by pointing out how sneakers became luxury items. For example, “How Did Sneakers Become Collectible Art?”

https://www.youtube.com/watch?v=DSxkaRnEpAo

Marx's theories serve as a reminder that social structures and human labor are what give an object its worth rather than the item itself. When we lose sight of that, goods start to take precedence over people.

Discussion Question: If advertisements and influencers emphasized the work that goes into making shoes and other popular products rather than their prestige or resale value, how could our perception of them change?