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# $50,000 Nike So Cal 1's
Sneakers With 11 Carats of Diamonds

By Going Like Sixty | Published 2007-12-01 | Luxury
Source: Trend Hunter, https://www.trendhunter.com/trends/nike-so-cal
References: [fisherwy.blogspot](http://fisherwy.blogspot.com/2007/11/big-boi-50000-diamond-studded-nike.html)

Shut up, this is just too much! [Sneaks with diamonds](https://www.trendhunter.com/trends/mattias-gollin)? Obviously they haven't been paying attention to [luxury trends](https://www.trendhunter.com/trends/loewe-and-jacob-co), because these [Nike](https://www.trendhunter.com/trends/nike-vomero-plus) So Cal 1's only have 11 carats. Antwan Patton, aka Big Boi, got the pair. The two guys that made the shoes valued them at $50,000. I think I've seen grills that cost more than that! They are available to the public immediately -- no waiting.

**Implications** - Luxury products are synonymous with being vastly impractical, and as a result, businesses who release such products have suffered due to the recession. As opposed to creating useless luxury products, companies should decide upon useful products with high-end touches in order to appear practical.

## Trend Insights (Trend Hunter)

- Score: 4.1/10
- Popularity: 56% | Activity: 59% | Freshness: 8%
- Audience gender: 70% men, 30% women
- Primary generations: Millennial
- Top markets: North America, Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Luxury Fashion](https://www.trendhunter.com/luxuryfashion)

## Key Themes

### Why This Trend Is Growing

- **Luxury Reimagined:** Opportunity to create practical luxury products with high-end touches to appeal to consumers in a recession.
- **Diamond Beyond Jewelry:** Emerging trend of incorporating diamonds into unexpected products, such as sneakers, to create unique luxury items.
- **Immediate Luxury:** Quick availability of luxury products to the public, eliminating waiting periods and enhancing exclusivity.

### Industries Being Reshaped

- **Fashion:** Fashion brands can explore the concept of practical luxury with high-end details to attract consumers during economic downturns.
- **Jewelry:** Jewelry companies can expand beyond traditional accessories and explore diamond incorporation in unconventional products for luxury enthusiasts.
- **Retail:** Retailers can tap into the demand for immediate luxury experiences by offering exclusive luxury products with quick availability to their customers.

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