EXCLUSIVE: Gravitas Ventures has picked up Sneakerheadza doc about the subculture of athletic-shoe collectors that premiered at the SXSW Film Festival earlier this month, as part of a broader dual-release deal involving several entities.

Snakerheadz posterThe doc from directors David T. Friendly (Little Miss Sunshine producer) and Mick Partridge (Seven Days in Utopia, Mercy) is set to debut this fall in theaters and on video on demand on the same day.

As part of the deal between Gravitas, Submarine Deluxe, Complex and AT&T, the phone company will carry the film on its U-verse VOD platform. The film also will be available through the U-verse mobile app and on uverse.com.  AT&T sponsored the film during its SXSW spotlight, joining the project soon after shooting wrapped, and will also have bonus content on the U-verse platform’s Buzz Channel. Additional content will be available at Complex.com.

The doc follows the extreme tactics that hard-core sneaker collectors employ to score a rare pair of shoes from retailers, and tracks the rise of sneakerhead culture in Japan, the United States and beyond.

Director Friendly wrote the film and produced the project with Partridge. Executive producers were Christopher C. Chen, Michael Finley, Andy Friendly, Stephen P. Rader and Wale. Marc Ecko of Complex will now join the project as an executive producer. Wale is among the music and pop culture notables in the film, alongside Samantha Ronson, Futura, DJ Clark Kent and others.

Nolan Gallagher negotiated the deal for Gravitas and Dan Braun, David Koh, Josh Braun and Ben Braun from Submarine negotiated on behalf of the filmmakers.