"Wings” (stylized as “Wing$”) explores the consumerism that Macklemore feels plagues not only the youth but everyone in American Society: The idea that your worth as a person is intrinsically linked to the monetary worth of the items you own and the reliance on materialistic items to fit in.

This old Nike commercial is a perfect example of how Nike convinced people if they buy their expensive sneakers, they will be better basketball players. This commercial had been aired when Michael Jordan was in his prime and many people idolized him. Their marketing strategy succeeded and later created what is known today as “sneakerheads”.

https://genius.com/Macklemore-and-ryan-lewis-wing-lyrics