Social media play a role in the value that sneakerheads, individuals who collect, wear, and trade sneakers with extraordinary effort and resources, place on specific brands and models of sneakers. In-depth interviews with 25 sneakerheads, recruited through sneakerhead online communities and snow-ball sampling, were conducted to explore how social media contribute to emotional and monetary value creation of sneakers, as well as how social media is used across the Inventory Ownership Cycle (IOC) which includes pre-acquisition, acquisition, physical possession, and disposal of sneakers (Boyd & Mcconocha, 1996). Finding shows that during the pre-acquisition stage, emotional and monetary value is constructed when brands post images of celebrities wearing new models on various social media sites. Hype initially created by the brand is perpetuated by posts and conversations among sneakersheads. Perceived higher levels of hype lead one to believe demand surpasses supply, and therefore, monetary values of specific models increase. Through social media, consumers research and gauge the value not only of soon to be released sneakers, but also previously released sneakers only available on the resale market. During the acquisition stage, the online environment has become increasingly important. To avoid issues associated with selling high-demand/low-supply sneakers in- store, such as violent incidents and dishonest employees, many retailers have shifted sales of such product to online formats (Dunne, 2014). Social media serves as a platform for sneakerheads to learn about dates and locations of new releases and to locate resellers from whom they can purchase previously released sneakers. During the physical possession stage, sneakerheads engage with community members via social media; they show off their sneaker collections, as well as to obtain and share information regarding sneaker customization and maintenance to preserve aesthetics and value. It is through the engagement with fellow sneakerheads and the sneakers within their personal collections that emotional value can be further constructed. During the disposal stage, social media is used by resellers to determine monetary value, identify and communicate with potential buyers across the nation, and complete resale transactions. In summary, this research demonstrates how sneakerheads use social media throughout the IOC, as well as the role social media plays in the construction and identification of sneaker value.