Sunak, Sambas, and the Power of Authenticity in Fancom

Image credit: SJ 📸 via Unsplash

If you listened very closely, you could hear the collective groan and planting of heads in hands in adidas HQ.

A box fresh pair of the UK’s best-loved trainer brand had been spotted on the feet of none other than prime minister Rishi Sunak, during an interview with ‘budgeting Mum’ on his Instagram.

Aside from the fact that politicians aren’t cool, you might be asking “what’s the problem?” – I’m sure other world leaders have been spotted in the past showing off some brands to try and convince the electorate they’re one of us.

If Keir Starmer can bowl around in Stone Island (#GTBI), then surely slipping into a pair of Sambas will be a subtle indicator of being in tune with UK culture? However, while he may not be the most exciting personality, Starmer is a genuine football fan & amateur player (with some of his most relatable content showing him hunched over and blowing during a game of five-a-side), and Stone Island is deeply engrained in football culture, this felt like an authentic and genuine crossover for the Labour leader.

Rishi is rarely seen out of a suit and tie, so was this just an attempt to present himself as young and hip? Particularly when he was being interviewed by someone in a smart-casual suit & New Balance combination…

BUT, in the world of sneaker culture, authenticity reigns supreme. It's not just a piece of footwear, a fashion statement or a trend; it’s a community, and the shared experiences that come with being a part of it.

This community shift reflects the move away from fandom into fan communities, what we call Fancom, in our latest report. This is a trend away from mass homogenised groups following one attitude and towards coalescing communities with intersectional passions and behaviours, which provides a huge opportunity for brands to grow their audiences concentrically as well as deepen their connections emotionally.

Micro-passions like sneaker culture create tight-knit Fancoms where individuals bond over their love for footwear, exchanging stories, knowledge, and even trading or collecting rare pairs. These communities are often self-regulated, with members setting the boundaries of inclusion and exclusion based on shared values and authenticity.

As a result, Rishi’s attempted foray into sneaker culture was, unsurprisingly… nothing short of a complete disaster. A series of negative headlines dominated the airwaves, ranging from GQ’s Can Rishi Sunak leave the Adidas Samba alone, please?, to The Guardian’s early submission of headline of the year - Adidas Sambas were this year’s coolest shoes – until Rishi Sunak got a pair.

The boundaries of any Fancom, like those dedicated to the adidas Samba are not arbitrary; they are set by the members themselves. These communities are more than just admirers of a particular shoe; they are repositories of knowledge, history, and camaraderie. Rishi's attempt to insert himself into this space was met with this swift rejection, as he failed to demonstrate the genuine affinity and longevity that is expected.

GQ summed it up perfectly, when saying “in a bid to present himself as young and hip, Rishi Sunak took an eternally cool sneaker and ruined it for everyone”. The footwear historian Elizabeth Semmelhack followed up with the Times, stating it could prove to be “the death knell” for the retro trainer.

To put it simply Rishi, mate - you can't just put on a pair of box-fresh adidas Sambas to magically make you popular.

Rishi chose to release an apology statement, where he claimed he was ‘a longtime devotee’ to the brand, perhaps in an attempt to showcase that he is in fact part of this Fancom to claw back on the negative headlines.

To summarise, Rishi Sunak's decision to wear adidas Sambas for a photo opportunity may seem like a minor misstep, but it highlights a broader issue of authenticity and lack of understanding within UK cultural Fancoms. Micro-passions like sneakers are more than just a piece of footwear or a fashion trend; they are communities built on shared values and experiences. This news cycle serves as a reminder that authenticity cannot be bought or borrowed—it must be earned.