Passionate about Sports and Sneakers? Explore These Exciting Career Paths

Disclosure: This blog post adapts content from a blog, “Fashion and Sneaker Culture in the World of Sports,” written by Dylan Roskovensky, a sport management graduate student at St. John’s University who will graduate in 2026. 

The Rise of Sneaker Culture in Sports

Sneaker culture has exploded in recent years, with athletes playing a pivotal role in its evolution. One of the most iconic examples is Michael Jordan’s Air Jordans, which forever changed how sneakers were perceived. 

Sneaker culture provides a platform for athletes to showcase their individuality and personality, both on and off the court. As Lequez Spearman, Ph.D., Associate Professor, Department of Sport Management at St. John’s University, explains, “Sports act as a megaphone. It’s not just the athletes who walk through the tunnels and dress for the camera, but also what they wear.” 

This has led to the rise of players like LeBron James and Serena Williams becoming fashion icons, as fans eagerly await their outfits and signature shoe releases. 

Top Careers in Sneaker Culture and Sports Marketing

The sports and sneaker culture world offers various career paths, from design to marketing to brand partnerships. Here are some key roles to consider:

1. Sneaker Designer

As a sneaker designer, you collaborate with athletes and brands to create new, cutting-edge footwear. This role requires creativity, technical skills, and a deep understanding of fashion and performance needs. Nike’s collaboration with Michael Jordan revolutionized the sneaker industry, and designers today continue to push the boundaries of what’s possible.

Related: 15 Sneaker Designers You Should Know

2. Sports Marketing Manager

With athletes becoming global fashion icons, marketing professionals are vital in promoting signature shoe lines and collaborations between athletes and brands. Dr. Spearman highlights how fashion journalists and marketers are crucial in shaping how National Basketball Association (NBA) players and other athletes are perceived through their fashion choices.

3. Athlete Stylist 

Stylists like Vick Michel, who works with NBA player Draymond Green, curate outfits that allow athletes to “say a lot without having to say anything.” As an athlete stylist, you work closely with players to design looks that express their personality, creating a unique image that resonates with their fanbase.

4. Sneaker Buyer or Merchandise Manager

These professionals help curate and select store sneaker collections, ensuring that the latest and most popular designs reach the public. Sneaker buyers need a strong understanding of current trends and market demands to ensure that consumers have access to the most sought-after releases.

5. Event Manager for Sneaker Launches

Sneaker culture has led to the rise of exclusive events, like launch parties and limited-edition releases. As an event manager, you organize and execute these high-profile events, working with athletes, brands, and designers to create memorable experiences for sneaker enthusiasts.

Related: Nike x Off-White “The Ten”: The Iconic Sneaker Collaboration Explained

The Role of Social Media and Branding in Sneaker Culture

Social media has transformed how fans engage with athletes, giving them direct access to the personalities and lifestyles of their favorite players. “The eyes on these athletes have never been more interested in their personalities,” said Dr. Spearman. 

This has led to a rise in social media influencers within sports, where athletes now build their personal brands through fashion and sneaker culture. With platforms like Instagram, TikTok, and YouTube, athletes can showcase their latest outfits and sneaker collaborations, building hype for new releases. By leveraging these platforms, they connect with their fans in new and creative ways, and sneaker brands drive sales and visibility.

The Importance of Sneaker Collaborations

Collaborations between athletes and fashion brands have become a significant part of sneaker culture. One of the most successful recent collaborations is Women’s National Basketball Association star Sabrina Ionescu’s signature shoe, launched in 2023.  

According to Emily M. Keller, Ph.D., Assistant Professor of Sport Management at St. John’s, these types of collaborations are crucial. “Seeing more of the collaborations between teams and brands, and between high-end fashion and shoes, is going to be something that grows,” she said.

Athletes play an active role in designing and creating a product that reflects their style and brand. This creates exciting opportunities for those interested in design, marketing, and entrepreneurship.

Plan Your Career in Sports and Fashion: Tips for Students

If you’re a student eager to explore a career in sports and sneaker culture, here are some steps to help you get started:

Pursue Internships.

Look for internships in sports marketing, sneaker design, or fashion-related fields. Hands-on experience gives you insight into the industry and helps build connections.

Use Your Resources. 

College and universities are there for you every step of the way! At St. John’s University, Career Services offers students many opportunities to explore their passions, gain experience, and build a foundation for success in industries like sports and sneaker culture. The Career Services team is dedicated to helping students develop skills, secure internships, and connect with industry professionals through career fairs, networking events, and one-on-one advising.  

“As a Sport Management graduate student at St. John’s, I have been thoroughly prepared for my career in the sports industry,” said Dylan Roskovensky. “The exceptional faculty and staff provide invaluable insights into the intricate relationship between sports and fashion. 

He added, “St. John’s offers unique opportunities, such as career treks and information sessions, that connect students with leading professionals and companies in the sports sector. I am excited to continue my educational journey at St. John’s and make the most of its extensive resources for my future career.” 

Stay Informed on Trends.

Keep up with the latest sneaker releases, athlete collaborations, and industry trends. Platforms like Hypebeast, Sole Collector, and Sports Illustrated are great resources to follow.

Recognize the Importance of Networking.

Connect with professionals in the field through LinkedIn, social media, or university networking events. Building relationships with industry insiders can open doors to internships, jobs, and mentorship opportunities.

Build Your Brand.

Just like athletes, you can build your brand. Whether you want to design sneakers or work in marketing, showcase your skills through projects, social media, or a blog highlighting your knowledge and passion.

A Future at the Intersection of Sports and Fashion

Sneaker culture has become an integral part of the sports world, and with the increasing visibility of athletes as fashion icons, the career opportunities in this space are boundless. Whether you want to design the next iconic shoe or promote athlete partnerships, this is a career path where creativity, sports, and style meet.

As Dr. Spearman points out, “Athletes are finding themselves in fashion, and they are using the platform of the game itself to showcase their individuality. Now is the perfect time for students to explore the exciting possibilities of combining sports and sneaker culture into a dynamic career.”