Sneakers are more than just footwear. To some, they’re an everyday necessity, but to others, they represent passion, identity, and an ever-evolving culture that continues to thrive worldwide. In this interview, we sit down with one of South Africa’s premier vintage sneaker collectors, JJ Schoeman, to discuss his journey, his prized sneaker collection, and his thoughts on sneaker culture today.
The Origin of a Sneaker Enthusiast
Q: How did your love for sneakers begin?
JJ: My dad was actually the bigger collector in the family. His collection is based around cartoon sneakers, so he has pairs like the Air Max 1 Missing Links (the Air Susans), the Kung Fu Panda Reeboks, and even a collaboration between Reebok and Ghostbusters. He also owns a pair of Diadora Astro Boys, which is an amazing sneaker. My collection is different—it’s focused on rare and vintage sneakers. I collect for myself, not for other people. The true sneakerheads, the old heads, appreciate what I collect because they understand the value behind these sneakers beyond the hype.
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Inside JJ Schoeman’s Sneaker Collection
Q: Can you take us through some of the highlights of your collection?
JJ: Absolutely! Some of my rarest and most prized sneakers include:
- Diamond Supply SBs (2006) – One of the rarest SB Dunks in South Africa.
- Air Max 1 Atmos Elephant (2017) – I own number 12 of only 89 pairs.
- 1989 Jordan 4 Fire Reds – Made in Taiwan, deadstock, and basically impossible to find in the UK10 size.
- 1994 Jordan 1 Chicagos – Bought in Japan, one of my favorite pairs.
- 1985 Jordan 1 Breds (Banned) – These came from Norway, and I’ve had them in my collection for four years now.
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Understanding Sneaker Culture
Q: What are your thoughts on how people view sneaker collecting today?
JJ: A lot of people focus on the monetary value of sneakers rather than understanding their history and significance. Many would choose a Travis Scott Jordan 1 over an original 1985 Jordan 1 simply because of the hype and celebrity association. If you’re a true collector, you should focus on what makes you happy, not on what other people value. Sneakers are art, and their history is just as important as their resale value.
Q: What advice would you give to someone starting their sneaker collection?
JJ: Start with what makes you happy. You don’t need a pair of Travis Scotts or even a Jordan 1 to be a sneakerhead. Buy what you like and what fits your style. Also, be wary of scams. If a deal seems too good to be true, it usually is. The sneaker industry has a lot of fakes and resellers looking to take advantage of new collectors.
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Sneakers and Resale Culture
Q: What are your thoughts on sneaker resellers?
JJ: Reselling is a big part of sneaker culture, whether we like it or not. Everyone resells now. Even people who win raffles for limited sneakers often flip them for a quick profit. It’s all about supply and demand. While some people frown upon resellers, the reality is that they play an important role in the market. However, I do think sneaker brands need to find a better way to stop bot purchases and ensure that true collectors have a fair chance to buy at retail prices.
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Final Thoughts
Q: If money wasn’t an issue, what sneakers would you buy?
JJ: Honestly, I’m pretty happy with my collection, but I’d love to add more original vintage pairs. Sneakers like the Adidas Gazelle, original Jordan 4s, and some classic Air Force 1s will always be iconic.
JJ Schoeman is proving to be a legend in the making, showcasing a deep understanding of sneaker history and a passion that goes beyond hype culture. Whether you’re a long-time sneakerhead or just starting out, his insights offer valuable lessons on staying true to your personal style and appreciating sneakers for what they truly are—an art form.
Watch the full JJ Schoeman interview below.
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