Anthony Edwards, a star associated with the AE1 sneaker marketing, joins Travis Scott, famous for the Cactus Mac sneakers, along with newcomer JaeTips and established collaborator Jerry Lorenzo of Fear of God x adidas. They dive into disruptive marketing strategies that reshape how sneakers gain traction. JaeTips shares insights for new collaborators while Lorenzo contrasts his experiences in the industry. The discussion also touches on sneaker culture's dynamics and the balance between creativity and market expectations.