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Nike, Adidas, Jordan : Models that challenge time and their environment

How to explain the success of certain pairs of sneakers Compared to others? Several models have managed to arouse a strong emotional attachment and have been able to keep the first place for many years. Among them, we obviously find the Champion brand any category: the Air Jordan. This model indeed represents the ultimate goal of any creator in the world of sneakers : Create the perfect mix between legendary name, a unique logo and a pair with a strong symbolic dimension. Recently handed over to the front of the stage with the documentary The Last Dance retracing the story of Michael Jordan, the Jumpman brand saw the sales of his mythical collection of Air Jordan 1 explode. The brand also enjoys the affection that the world of urban culture, sport and hip-hop with for example the rapper of the city of Houston Travis Scott and his Air Jordan 1 Retro High Travis Scott "Cactus Jack". This collaboration aroused a huge buzz thanks to the multiple teasing actions carried out on social networks.

By evoking the relationship between communication, teasing and sneakers, it is difficult to miss the phenomenon Kanye West And the three-strips brand. True fashion phenomenon, the Yeezy interacts very intelligently with his environment: presentation of Yeezy 950 at the Kanye West parade at Madison Square Garden, stores taken by storm by fans of the model, outings in limited quantity ... On the social media side, Kanye West does not hesitate to use his own Instagram account or that of his wife Kim Kardashian to teaser and generate a disproportionate hype. Proudly carried on Instagram by many celebrities such as Paul Pogba, Karim Benzema, Travis Scott or Chris Brown, THE Yeezy are a reference for lovers of sneakers. For his part, Adidas is inspired by its environment wonderfully by offering unprecedented collaborations with luxury brands like Chanel Or Prada and ambassadors like Pharrel Williams And Kanye West.

Real market leader in sneakers, Nike knows how to show a lot of creativity and imagination when it comes to offering variations of these flagship models. If there is a collaboration to remember, it is that granting Nike To Off-White. The two giants of streetwear have joined forces on all the main models of Nike : Nike Dunk Low, Nike Blazer, Nike Air Max, Nike Air Force 1, Nike Vapormax… Enough to rekindle the flame of certain models. Add to that an unprecedented collaboration with Travis Scott and his Dunk Low And you get a perfect recipe to bring visibility to a collection like the Nike Skateboarding, which was one of the biggest health of the year 2020. Nike It therefore stands up as a brand that has managed to surprise us from year to year with models that are sometimes more than 30 years old, to the delight of fans of the Beaverton firm!

Air Jordan, Yeezy, Air Force 1 : Models that keep reinventing themselves

Available through many colors, models and collaborations, Jordan Brand knows how to get a facelift and surround yourself with the best. In the program ? Mythical collaborations with Virgil Abloh And Off-White around the Air Jordan 1 Retro High Off-White Chicago The Ten, editions in collaboration with luxury brands such as Dior or references to events such as All Star Game in the USA and the Quai 54 In France. The brand perfectly identifies its environment and does not hesitate to leave the beaten track by allying for example in the world of football through collaboration with the Paris Saint Germain. A great success that allowed amateurs of the two sports to discover their respective universes!

Created in 1982 by Bruce Kilgore, the Air Force 1 crossed the eras to come and assert themselves as the most emblematic silhouette of Nike. With cushioning system Nike AIR When it started, the pair was extremely popular with the best basketball players of the time. Since then, the pair has been available in a very large number of models, as with the Shadow and the Drop Type lately. But the strength of the model lies in its ability to innovate by its colors and thus to always remain at the heart of trends.

Kanye West and Adidas also offer a good product diversity through different models of Yeezy, with ahead of the Yeezy 350 V2, which has a base in Primeknit based on a sole equipped with technology Boost edited by the three-strips brand. The pair is then reinvented by its different colors, Zebra, Triple White, Israfil, Zyon, Carbon, but also by adding, on certain models, details such as the reflective aspect, the inscriptions " SPLY - 350 Or a drawing appearing on the Heel Tab. In addition to almost unequaled comfort, the Yeezy have a sense of innovation on the design which guarantees an original silhouette!

Towards a market sneakers Premium?

Brands such as Nike, Adidas, Jordan or Converse are in perpetual research of new editions to offer to satisfy their respective fans. Thus, some people think of innovating by multiplying exclusive collaborations to strengthen brand preference and attract new customers from different universes. We can take the example of Converse on the Converse Chuck Taylor All-Star 70s Off-White or Jordan with the Air Jordan 1 Mid Fearless Maison Château Rouge ! But the situation is a winner-win: luxuries brands that attack the sneaker market bring additional customers and democratize a new form of luxury closer to urban values.

And luxury brands take precedence: there are brands like Dior, Prada, Balenciaga, Chanel, who, associated with Converse, Jordan or Adidas, create real tremors in the world of sneakers And unleash enthusiasts who try to get their hands on one of these models. The perfect illustration of this movement being the Air Jordan 1 High Dior which impressed by its high prices for resale. These marks bring their names and manage to stay in the world of the model in question: respect for the original silhouette and its characteristic elements which make it so unique.

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