How Gen Z Will Reshape Events: The Rise of Sneakers at IMEX

Introduction

The events industry has been rapidly evolving in recent years, driven by the emergence of a younger, tech-savvy generation: Gen Z. Born between 1997 and 2012, this generation has begun to influence and reshape how events are organized, attended, and experienced. At the forefront of these changes is a surprising trend—the rise of sneakers as the footwear of choice at events like IMEX, one of the world’s leading trade shows for the meetings, incentives, conferences, and events (MICE) industry.

More than just a comfortable option, sneakers have emerged as a statement of personal style, self-expression, and even branding at these events. In this article, we’ll explore how Gen Z’s unique preferences are reshaping the events landscape, with a focus on the growing role of sneakers as a key feature in activations, branding, and fashion at IMEX.

The Impact of Gen Z on Events

Gen Z is the first generation to grow up entirely in the digital age, surrounded by social media, mobile apps, and instant communication tools. Their expectations for events are shaped by this tech-driven world, where interactivity, engagement, and visual appeal are non-negotiable. Unlike previous generations, they demand events that go beyond passive experiences—they want immersive, shareable moments that foster real-time connections with others.

At IMEX, sneakers have emerged as a new symbol of this shift. While comfort has long been a key consideration at large-scale events, Gen Z’s adoption of sneakers is also about fashion and self-expression. Sneakers are not just practical; they have become an essential part of the event experience, with attendees donning them as a stylish and statement-making choice.

Sneakers as a Key Element in Event Activations

A growing trend in events is the use of sneakers in activations—interactive, memorable experiences that engage attendees. For example, at IMEX and similar events, brands are creating sneaker customization stations, where attendees can design their own unique sneakers by choosing colors, patterns, and materials. This hands-on experience taps into Gen Z’s desire for personalization and creativity, allowing them to leave the event with a one-of-a-kind item that resonates with their individual style.

This type of activation doesn’t just create an enjoyable, immersive experience; it also encourages social sharing. Gen Z attendees love posting their personalized sneakers on Instagram, TikTok, and other platforms, often using event-specific hashtags. This boosts the event’s visibility online, creating organic promotion as attendees proudly showcase their customized footwear. The sneaker customization trend exemplifies how events are evolving to meet Gen Z’s expectations for participatory, shareable experiences.

Sneaker Selfie Stations

Another popular trend is the inclusion of sneaker selfie stations. These designated photo areas allow attendees to capture images of their sneakers in fun, stylish settings and post them on social media. Attendees compete to show off the most creative and eye-catching sneaker selfies, using event-specific hashtags that enhance the event’s online footprint.

This trend highlights Gen Z’s love of curating their experiences visually. Sneakers become a symbol of their personal flair, while also acting as an extension of the event’s branding. Through selfie stations and contests, event organizers can capitalize on this cultural moment, turning sneakers into a central theme of the event’s visual identity.

Sneakers as a Branding Tool

Sneakers have evolved beyond just fashion to become a powerful branding tool at events. Companies and event organizers are increasingly leveraging sneaker culture to create branded merchandise that resonates with younger attendees. For instance, at IMEX, attendees might receive custom-branded sneakers featuring the event’s logo or theme as a giveaway or purchase exclusive, limited-edition footwear created in collaboration with popular sneaker brands.

This trend aligns with Gen Z’s affinity for streetwear and limited-edition fashion. For event organizers, branded sneakers offer a unique opportunity to connect with Gen Z on a cultural level, extending the brand experience long after the event concludes. By giving away or selling limited-edition sneakers, companies can create a lasting impression while aligning their brand with creativity, exclusivity, and individuality—values that Gen Z holds dear.

Furthermore, the versatility of sneakers allows them to serve as mobile advertisements. Every time an attendee wears branded sneakers in public, they’re effectively promoting the event or brand, helping to generate buzz and increase brand recognition. This makes sneakers a highly effective tool for both engagement and marketing.

Sneakers as Personal Style Statements

For Gen Z, sneakers have become a critical aspect of personal style, especially at large events like IMEX. The generation values self-expression over conformity, and sneakers offer a way to showcase individuality. Whether it’s a classic pair of Air Jordans, a rare collaboration with a popular designer, or a pair they’ve customized themselves, Gen Z uses sneakers to communicate their personality and values.

This embrace of sneakers as fashion is part of a larger trend toward casual, streetwear-inspired looks that contrast with the more formal attire of past generations. Sneakers provide a sense of authenticity and comfort, while still allowing wearers to make a bold fashion statement. The rise of “sneaker culture” at events like IMEX reflects a broader societal shift toward more relaxed, expressive, and individualized styles.

For event organizers, this means that attire codes are evolving. Formal dress codes are being replaced with more flexible guidelines that allow for self-expression. Events are no longer just about business—attendees want to have fun, feel comfortable, and showcase their unique style. Sneakers, with their blend of fashion and functionality, are the perfect vehicle for this shift.

The Future of Events: Gen Z’s Influence

As Gen Z continues to enter the workforce and attend more events, their influence on the industry will only grow. They bring with them a set of values centered on individuality, creativity, and social connectivity—values that are reshaping everything from how events are designed to how brands engage with audiences.

The rise of sneakers at IMEX and other events is just one example of how this generation is transforming the event landscape. Gen Z’s preference for personalization, interactive experiences, and self-expression is influencing everything from event activations to fashion trends. As more event organizers embrace these values, we’re likely to see even greater shifts in how events are structured, marketed, and experienced.

Conclusion

Gen Z is reshaping the future of events in ways that are both subtle and profound. The rise of sneakers at IMEX illustrates how this generation values comfort, style, and self-expression in equal measure. By incorporating sneakers into event activations, branding, and personal style, Gen Z is driving a shift toward more interactive, engaging, and personalized event experiences.

For event organizers and brands, embracing this trend means more than just acknowledging the importance of sneakers—it means adapting to the changing expectations of a new generation. By doing so, companies can stay ahead of the curve and create events that resonate deeply with the next wave of event-goers.