Brands are bringing the culture back in 2025, and we felt it at All-Star Weekend

EQL linked up with PJ Tucker’s sneaker brand better+ for an All-Star Weekend event to celebrate basketball, sneakers, and all things culture. We met lots of amazing people, had an incredible time, and helped hundreds of lucky fans their hands on some exclusive sneakers (those Galaxy Foams tho 🔥). 

And, along the way, we got a good look at how sneaker culture is evolving while getting back to its roots — and we’re getting the feeling things are coming back in a big way.

Energy for sneakers is back

Sure, every year, we see a fair share of doomsayers insisting that “sneaker culture is DEAD.” And the fandom has indeed had its ups and downs, particularly as a hobby rooted so deeply in local communities and in-person connections adjusted to our society’s shift to more digital engagements. 

But we’re here to say that the tide is turning.

Numbers are coming in hot for 2025, with historically high levels of demand across EQL-run sneaker launches. But even among the busy landscape of sneaker launches, some have clearly stood out from the rest — like the better+ drops from their All Star Weekend event.

How did better+ tap into the best parts of sneaker culture, and what can other brands learn about reviving the fandom? We have some thoughts.

The basketball & sneakers symbiosis lives on

Sneaker culture and basketball have been deeply intertwined for decades. Streetwear styles got their start as functional forms for the basketball court, and athlete endorsements have skyrocketed certain models’ popularity. Shoes have become emblematic of iconic moments in basketball history (it was no coincidence that the Jordan 1 “Bred” release happened during ASW).

So it makes sense that better+ was able to harness massive hype by tying some of their big launches to the All-Star Weekend. The event featured watch parties, player meet-and-greets, and interactive games that brought the community together over their shared passion.

Here’s why this works— for one, it allowed the brand to ride the tailwinds of the enthusiasm and attention that sneakerheads were already feeling for All-Star Weekend. Without having to go heavy on marketing the event, better+ was still able to capture attention and drive huge levels of engagement with their launches.But even more importantly, it allowed the brand to capture some of that old-school appeal that many feel has been lacking from sneaker culture in recent years. 

People came together to watch basketball, participate in games, and mingle with other fans. People learned about some new brands, chased giveaways, and chatted in line waiting to pick up their wins: It evoked the feeling of days past, with fans gathering at their local shops for a chance at picking up the latest drop — and making friends along the way.

It was a reminder for us of the human connections that have always been at the heart of the culture, and how much more fun the hobby can be when it brings people together meaningfully.

Storytelling stokes fan passions

So many popular styles became iconic because of the moments they represented from basketball or other cultural flashpoints. It’s never been just about fashion or function when it comes to sneakers — it has always been about what the shoes represent.

better+ leaned into storytelling at the All-Star Weekend in an incredible way to celebrate the latest Galaxy Foamposite drop. Real ones will remember that a previous Galaxy Foam drop got collectors so stoked that someone actually put up a Craigslist ad offering to trade their car for the kicks. Paying homage to this iconic moment, better+ wrapped a Corvette in a galaxy print to match the shoes, then held a giveaway contest in which the last person to keep their hand on the car would win it (plus the shoes, too). 

Some serious dedication ensued, with the lucky winner spending over 30 hours in contact with the car for the cause. We loved this moment because it wasn’t just about the car or the shoes but about the callback to a memorable moment in sneakerhead lore — and the opportunity to take part in another culture-defining moment.

Old meets new for sneaker culture

better+ proved that by tapping into the hobby’s roots, linking events to larger cultural moments, and tying it all together with storytelling, sneaker culture isn’t just alive and well, but it’s ready to thrive again. 

The event also demonstrated that you don’t have to choose between old-school cool and modern convenience. 

With EQL’s technology, better+ was able to bring together the magic of an in-person moment with the ease and simplicity of online launches.

We can’t wait to see where sneaker fandom goes from here, and we’re stoked to be a part of its next era.