Since athletic industry giant Nike Inc.’s confirmation that the self-lacing Mag sneakers from “Back to the Future II” were in the works, social media users have lived in frenzied anticipation of the release. While details of the launch were disclosed today — only 89 pairs of the 2016 Nike Mag have been produced, and 84 of them will be raffled via Nike’s The Draw system — the buzz remains red-hot.
But who’s leading the fray?
According to market intelligence platform Affinio, which analyzed anyone who shared five different articles referencing the “Back to the Future II” release on Twitter, people with an interest in technology were most riled up over the launch.
Affinio said its analysis of an audience of about 37,000 people produced eight distinct communities of Twitter users who were buzzing about the shoes during the past month. And people who identified as tech savvy and/or fans of technology were generating the most chatter.
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Specifically, 24 percent of those on Twitter interested in the self-lacing sneaker are united by a shared interest in tech news. Affinio named this community “tech news fans.”
Twitter users united by an affinity for rap and hip-hop music followed closely behind at 20 percent; while “U.S. sports fans” rounded out the Top 3, at 18 percent.
Another 12 percent of the audience sharing articles about the self-lacing shoe were “U.S. celebrity fans.”
Finally, of the 37,000 Twitter users talking about the sneaker, 9 percent were based in Thailand, 7 percent were gamers, 6 percent were “U.K. sports fans” and 4 percent were Malaysian.