Brasil used to have - and still has, in some ways - a strong culture of showing off. And that's not only in sneakers and streetwear. People like to show how much their sneakers cost, usually by rocking performance models with visible technology, like Nike Shox, adidas Springblade and ASICS Noosa. It's like a status symbol for someone that wants to show to the world they "succeeded in life," no matter how rich they actually are.