All the sneakers

SNEAKERS: THE BOOMING STREETWEAR MARKET

FROM TRAINERS TO SNEAKERS: A HISTORY WITH A STRONG HERITAGE

Sneakers have their genesis in the United States over a century ago. It all started with the discovery of an American scientist who later gave his name to one of the world's largest tyre companies, Goodyear. In 1939, Charles Goodyear invented a way to make rubber more flexible, creating a material that was stronger, easier to handle and waterproof. This innovation revolutionised the design of shoes with the appearance of the first rubber soles, which were extremely durable. The first shoes to use this technology were tennis shoes, which characterise the appearance of modern pairs. It wasn't until the end of the 90s that the first modern trainers were created. Two companies shaped the 20th century: US Rubber Company with their Keds and Converse with the All Star. Converse completely revolutionized the world of trainers. The first silhouette to walk the NBA floor, it relied on the former basketball player Chuck Taylor to expand its influence. Through basketball camps throughout the United States, the ambassador popularised and sold his model to all young basketball players.

In the mid-1930s, the Dassler brothers also began to manufacture shoes for running and top athletes. The great runner Jesse Owen wore a pair of shoes designed by Rudolf and Adolf Dassler for his four legendary victories at the 1936 Berlin Olympics. After the Second World War, the two men split up, creating two separate basketball empires, Adidas and Puma. But it was in the 1950s that the term sneaker was born. Young Americans began wearing trainers with their baggy jeans, a symbol of rebellion and provocation. The practical, comfortable and all-purpose aspect of sneakers made them so popular that their primary use was diverted to everyday wear.

Into this dynamic, many sports brands appeared, including the most famous of all, Nike. In 1970, the Oregon-based brand, which takes its name from Greek mythology's goddess of victory, Niké, began to offer silhouettes dedicated to running. Bill Bowerman, one of the founders of Nike, had an idea in his kitchen. Why not mould the soles of the trainers from a waffle iron? That led to the very first running silhouette equipped with this new gripping sole, the Waffle trainer. Nike captured the sneaker trend perfectly and managed to combine sporty and lifestyle models. Great ambassadors like Michael Jordan and his signature Air Jordan range soon dethroned Converse's Chuck Taylor. Over the years, sports equipment manufacturers have amplified their influence by teaming up with designers such as Yohji Yamamoto with Adidas, Salehe Bembury with New Balance or artists like Travis Scott with Nike. You'll have noticed that sneakers are now the norm in terms of footwear. Everywhere around us, trainers are ubiquitous; whatever the professional environment or occasion, everyone wears sneakers – and that's not going to stop any time soon.

Collaborations of sneakers Mythical: Yeezy, Nike Off-White, Y3, Nike Travis Scott

Adidas is by far the first sports equipment manufacturer to have integrated creators into its ranges sneakers. Since 2001 the famous Japanese creator Yohji Yamamoto and its line Y3 reinvents the sneakers And the brand's sportswear clothes with 3 bands. Using the artist's inspiration with sober pieces, in black and white plain colors combining dimension techwear and functional, this line revisits adidas silhouettes like the Pureboost. Likewise for a time the very famous Belgian designer Raf Simons had the chance to create his own sneaker line making a first link between luxury and sportwear with his silhouette Raf Simons Ozweego. But the designer who will completely make Adidas, a major player in the sneakers, It's good Kanye West. Through innovative and avant-garde models he sets his claw and invents one of the most iconic models of the last 10 years: the Yeezy boost 350 V2. With many color variations and different models of Yeezy As with the 700 or the 500, the German brand comes to compete directly the American firm Nike.

the Swoosh brand marked with a master's hand in 2017 with one of the most popular collaborations in the world, Nike X Off-White. The Swoosh associates with the designer Virgil Abloh, founder of the Italian house Off-White and current artistic director of men's collections of Louis Vuitton. The creator of Chicago will rethink 10 models Nike through the collection The Ten. He reveals all his art by destructuring each pair and integrating technical materials into it. Air Jordan 1, Air Force 1, Nike Dunk Low, all these models from this collaboration are now parts of collections symbolizing the meeting between a luxury house streetwear and a sports giant. Real planetary success The two brands continue to extend their partnership with textile collections and sneakers revisiting each sports discipline as with tennis, or running. But what makes the strength of Nike, they are the artists she has among her ambassadors. She can perfectly integrate the creativity and the universe of the most influential artists of this decade in the image of his collaborations with the rapper of Houston Travis Scott. Together, they offer us magnificent Nike Air Force 1, with some swoosh interchangeable or more recently with panels of different materials as with Nike Air Force Fossil.

These two brands are not the only ones to offer us strong collaborations. Puma made a very nice partnership with the very famous singer Rihanna. With its collection Fenty, The German brand lets the singer's universe express themselves with reworked Puma Sweden. We see the appearance of a thick sole bringing a heel effect to this sneakers Classic. Likewise Asics do not hesitate to grab known creators like Sean Wotherspoon. Long -awaited collaboration of 2020, the famous founder of Roundtwo Revisits a silhouette of the Japanese brand in its characteristic style with ribbed velvet panels and bands Asics Customizable. THE sneakers were able to conquer all artistic universes to the point of becoming a fashion element in its own right.

In 2020, the equipment supplier Boston, New Balance, knows a phenomenal renaissance thanks to a new communication strategy on its products, original collaborations and an impeccable product quality. The brand is associated with more or less known entities of the general public such as Jaden Smith, Salehe Bembury, The Parisian fashion label Casablanca by Charaf Tajer or the New York firm Aime Leon Dore, created by Teddy Santis who is the new creative director of the line Made In USA. These personalities have contributed to the launching of the new successful models such as the New Balance 550, THE New Balance 2002R and the New Balance 327.

THE sneakers FROM THE FUTURE : Nike Hyper adapt, adidas futurecraft, Nike Space Hippie

Sports equipment manufacturers are constantly innovating, increasingly pushing the limits of technology. Nike continues to improve the comfort and accessibility of sport to all. Real motto of Tinker Hatfield, mythical designer of Nike, the American sport giant will offer us a whole new revolutionary technology, self-lacing. This is how the Nike Adapt was born. A true technological feat, it allows automatic lacing and marries the shape of any foot thus offering perfect comfort and support for all athletes. Once there sneakers Connected to a smartphone, it is possible to personalize the colors of the LEDs and adjust the lacing directly in the dedicated application. Brands are also innovating in their manufacturing process. Taking into account environmental issues, we have recently seen Nike We take out a collection of 4 unique models with a fully biodegradable mesh. Named Nike Space Hippie, this collection is designed from plastic waste. These sneakers wear a design innovative combining a trendy colorway with a very beautiful swoosh orange. This testifies to the philosophy that has chosen Nike, engage in the environment.

Likewise Adidas was the first sports brand to commit to the environmental cause. The brand then imagined an innovative and daring device directly involving the consumer in the heart of the lifespan of his sneakers. With its model Futurecraft, Adidas offers us the first sneakers 100% recyclable. Sporting a magnificent white shape and a sole in boost, the German equipment supplier invites us to bring him the sneakers Once used to recycle them. An emerging initiative that has been praised by enthusiasts of sneakers and athletes. Whether in terms ofinnovation More ethical technique or manufacturing process, brands are progressing from year to year. So we can wonder how far the sneakers Will they go?