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All Sneakers
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SNEAKERS: THE STREETWEAR MARKET IS BOOMING
FROM BASKETBALL TO SNEAKERS, A STORY STEEPED IN STRONG HERITAGE
The origins of the sneakers began in the United States more than a century ago. It all started with the discovery of an American scientist who would later give his name to one of the biggest tire companies in the world, Goodyear. It was in 1939 that Charles Goodyear invented a way to make rubber more flexible, thus creating a material that was more durable, easy to work with, and waterproof. This innovation revolutionized shoe design with the appearance of the first rubber soles, providing outstanding durability. The first shoes to feature this technology were tennis silhouettes. This symbolized the emergence of modern pairs. It was really at the end of the 90s that the first modern-day sneakers were created. As a result, 2 companies would leave their mark on the 20th century: US Rubber Company with Keds and Converse with the All Star. Converse would completely revolutionize the world of sneakers. The first silhouette to hit NBA courts, it relied on former basketball player Chuck Taylor to expand its reach. Through basketball camps across the United States, the ambassador would spread and sell his model to all young basketball players.
In the mid-1930s, the Dassler brothers also began manufacturing shoes intended for running and top-level athletes. Thus, the legendary runner Jesse Owen wore a pair designed by Rudolf and Adolf Dassler during his 4 mythical victories at the 1936 Berlin Olympics. After the Second World War, the two men split up, each creating on his own two sneaker empires, Adidas and Puma. But it was in the 1950s that the term sneakers was born. Young Americans began wearing sneakers with their loose jeans as a symbol of rebellion and provocation. Their practical, comfortable, and versatile nature made sports shoes so popular that their original use was diverted in favor of everyday wear.
In this momentum, many sports brands emerged, including the most famous of all, Nike. In 1970, the Oregon-based brand, whose name comes from Greek mythology and its goddess of victory Nike, would offer silhouettes dedicated to running. Bill Bowerman, one of the founders of Nike then had an idea in his kitchen. Why not mold sneaker soles using a waffle iron? That was how the very first running silhouette equipped with this new grippy, high-traction sole appeared: the Waffle trainer. Nike perfectly captured the sneaker trend and managed to combine a performance model with lifestyle. With top-tier ambassadors like Michael Jordan and his signature range Air Jordan, it would dethrone the Chuck Taylors by Converse. Over the years, sportswear brands have expanded their influence by teaming up with designers such as Yohji Yamamoto with Adidas, Salehe Bembury with New Balance, and artists as well, with Travis Scott and Nike. As you can see, sneakers are now the norm when it comes to footwear; everywhere around us, sneakers are present, whatever the professional setting or the moment, everyone wears a pair of sneakers, and that is not about to stop.
LEGENDARY SNEAKERS COLLABORATIONS: YEEZY, NIKE OFF-WHITE, NIKE TRAVIS SCOTT, NIKE x NOCTA
the Swoosh brand made a masterful mark on 2017 with one of the most popular collaborations in the world. The Swoosh teamed up with designer Virgil Abloh, founder of the Italian fashion house Off-White and current artistic director of the menswear collections at Louis Vuitton. The creator of Chicago would rethink 10 Nike models through the The Ten collection. He showcased his full artistry by deconstructing each pair and integrating technical materials into them. Air Force 1, Nike Dunk Low, all the models from this collaboration are now collector's pieces symbolizing the meeting of a luxury streetwear house and a sports giant. A true global success, the two brands continue to extend their partnership with apparel collections and sneakers revisiting every sport, such as tennis or running. But what makes Nike so strong is the artists, labels, and brands among its ambassadors.
Indeed, the sneakers scene has never been so vibrant, driven by collaborations that shake up the market. Nike continues to surprise with iconic projects like Nike x Travis Scott on the Air Jordan 1, blending streetwear style with unexpected details, or the Nike x NOCTA line imagined by Drake, which reinvents the classics with a technical, urban approach. Partnerships like Nike x Patta or A Ma Maniére x Jordan, Nike x Off-White bring a lifestyle and creative dimension to iconic models, while Nike x Sacai plays with layered materials and deconstructed silhouettes, winning over fashion and street culture enthusiasts.
Adidas focuses on revisited classics and limited editions, while the Yeezy 350 V2 Boost remain a symbol of contemporary sneakers culture. Yeezy continues on its path, with models that are still very popular in the sneakers world, such as sandals/slides like the Yeezy Slide or the Yeezy Foam RNNR. So much so that many brands such as New Balance and even Nike are tapping into the hype around slides by releasing their own models! ASICS is experiencing a spectacular revival thanks to models like the Gel-Kayano 14 and its White Midnight colorway, or the Gel-NYC, which appeal just as much to fashion lovers, runners, and collectors, while also collaborating with influential creators on unique and colorful editions. This is part of the striking comeback of Y2K trends and outfits from that era!
New Balance is also making its mark thanks to models like the 550 and the 327, supported by collaborations with Aime Leon Dore and Casablanca. Its major comeback with the restock of the iconic Protection Pack around the 3 New Balance 2002R Sea Salt, Phantom and Rain Cloud has once again propelled the brand as a must-have in the sneakers & sneakers landscape. These initiatives prove that the sneakers is now much more than a simple accessory: it is a true fashion item, capable of transcending eras and bringing communities together around art, music, and lifestyle.
Today more than ever, the sneakers goes beyond its status as a simple shoe: it has become a cultural object, a symbol of belonging, and a space for expression for brands, artists, and creators around the world.
THE SNEAKERS DEFINING 2026: LOW-PROFILE, RETRO-RUNNING, AND THE SENSORY MULE
Three movements are shaping the season. First, the low-profile: the Samba paved the way, and the New Balance 204L confirmed it in 2025 — thin soles inherited from the 70s that have sent the dad shoe packing. Next, retro-running, which is showing no signs of slowing down: the ASICS Gel-NYC, assembled in 2023 from three archives, and the Gel-Kayano 14 remain the two most in-demand Y2K silhouettes, with the New Balance 2002R as their American counterpart. And a proposition no one saw coming: the Nike Mind 001, a mule with 22 sensory nodes born out of neuroscience, which has become one of the year's standout silhouettes.
The classics, meanwhile, do not change. The Air Jordan 4, Michael Jordan's fourth signature model released in 1989, keeps rolling out reissues — Military Blue, Bred Reimagined, White Cement — and the Dunk Low remains the gateway into sneakers culture. At Wethenew, every pair is checked before shipping; this season's colorways are on the new arrivals page, and our sneakers for winter bring together the pairs that can handle the rain.
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