I love coming across rich and vibrant online social networks that are cultivating niche communities. One favorite I found a while back is Sneakerplay, a social network for people passionate about their sneakers.

These are true sneakerheads who appreciate the art, history, and prestige around their “kix,” and collect special releases and limited edition shoes like other people collect playing cards or fine wine. Members can post photos of their collection, favorites, and create a wish list.

This is a referral-based community, so it’s invite only. Still, it’s thriving, with ongoing “battles” where members challenge other to sneaker-vs-sneaker show-downs, with the pair garnering the most community votes the winner. Profiles proudly display each member’s win average and number of battles waged.

When you think about it, it’s not surprising that a multi-billion dollar industry can fuel so much passion, and that this passion finds a community online. Still, it’s always a pleasure to peak inside a community with so much focus.

So, as you’re considering (or re-considering) your own social network’s focus, keep Sneakerplay in mind. Remember that where there’s passion–no matter how seemingly obscure–there’s community. There’s power in niche markets.