This research is based on a background that discusses how the usage of Nike Air Jordan sneakers can become a medium to build self-concept due to the rising sneakers culture and phenomenon happening in today’s society. This formulates to the research problem where in the past sneakers function as footwear to protect the feet, but now it shifts to be a form of self-concept among sneakerheads. Thus, the objectives and benefits of this research areto determine and analyze how self-concept is built through the usage of Nike Air Jordan Sneakers from the perspective of sneakerheads in the Indonesia Sneaker Team community. Using qualitative research methods, with secondary data collection and interviews, the respondents in this research consisted of seven people comprising both Jordan enthusiasts and sneaker enthusiasts. The research result showed that the respondents wear Nike Air Jordan as a way to represent their identity and to look unique, standout and cool in front of others. Nike Air Jordan can also boost the confidence and pride of the wearer because they know the story behind the sneakers. In addition to that, Nike Air Jordan is one of the sneakers that has a strong background history which involves the figure of Michael Jordan, hence the informants wear them in order to imitate the strong character and abilities of the Greatest Player of All Time in their lives.
Keywords: Nike Air Jordan, Self-concept, Symbolic Interaction Theory, Indonesia Sneaker Team