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The market sneakers IN FULL GROWTH
Over time, trade has undergone real revolutions and the market streetwear and some sneakers were not spared. Even before the evolution of distribution methods, this is the number of outings that has been completely upset with dozens of pairs per month. We can cite the brand of Kanye West, Yeezy who continues to revisit his flagship models like the Yeezy 350 V2 but also Jordan, with the avalanche of color on the Air Jordan 1 Mid. Likewise Nike has amplified its declination strategy of its classic models such as the Nike Air Force 1 or the Nike Dunk. Between reissue of emblematic colors like the Air Jordan 1 Low Shattered Backboard or the creation of a new range as with the Nike Air Force 1 Shadow.
The brand at swoosh It is thus place as the most productive sports equipment supplier in the world. The appearance of digital has revolutionized the mode of consumption of the sneakers. A time reserved for sneakers addict who came to buy their pair directly in the store closest to their home, digital made the accessible the sneakers to the greatest number. But which strongly contributes to the influence of sneakers It is of course the collaborations between the greatest designers and the giants sportswear like Adidas, Nike, Puma. Whether Adidas with his iconic collaborations with Kanye West, Or Pharrel Williams, Nike continues to rethink his models by giving the chance to designers from the four corners of the world to let their creativity speak with the project Air Jordan 1 Fearless. We can see in particular the famous district Château Rouge de Paris represented on the very beautiful Air Jordan 1 Maison Château Rouge. Brands also innovate the distribution of products by creating collections and sneakers exclusive according to the regions of the world as very recently the Yeezy Mono Ice reserved for EUnited States. The brands of sneakers succeed in anchoring themselves in the daily life of its consumers through increasingly numerous weekly releases and innovative modes of distribution.
The merger of luxury and the Sneaker Culture: Jordan x dior, Nike X Sacai, Adidas x chanel
The great novelty that stands out as a trend is the meeting between the world sporstwear with the sneakers And the world of luxury with haute couture creators. The first to grasp this potential is the German brand Adidas. By integrating creators into its creative teams, surprising collaborations have emerged with the Raf Simons Ozweego or collaboration with the creator Rick Owens. We have also found a permanent range for 10 years Y3, a signed line Yohji Yamamoto. Likewise the first striking collaboration between a luxury house and a sportwear brand was born with the association Chanel X Pharrel Williams on a Adidas NMD Human Race extremely limited. Nike also managed to make a place of choice in the world of haute couture with strong collaborations with the Japanese house Comme des Garçons.
We find a magnificent Like boys Air Force 1 or a pack of 3 Nike Air Max 95. Likewise for several years the brand Undersonal continues to innovate by reworking original models as with the overbreak or the famous Dunk High. But this is the brand of Bill Bowerman, Nike who comes out of collaborations between luxury and Sportwear. In 2017, Nike associates with the famous designer of Chigaco Virgil Abloh, currently artistic director of the house Louis Vuitton. Thus the label of the American creator and DJ off-white And Nike offer us a first series of 10 models followed by several other silhouettes. Reclaining materials with a destructured dimension, this collaboration will make an impression, opening the door to other partnerships.
Thus in 2020, a unique collaboration between Jordan and the house Dior of the group Lvmh appeared on the front of the stage. Sporting the monogram of Dior on the swoosh, the two brands bear witness to the gradual erasure of the boundaries between luxury and sportswear To make one. Likewise in 2017, Supreme of James Jebbia associates with Louis Vuitton For a capsule collection that will be talked about with it with a magnificent logo box with the LV monogram. Gradually sportswear, streetwear And Luxe merge to form only one and the same block.
In 2021, collaboration pushed the concept further thanks to the collaboration The 50. Nike and Virgil associates to revisit the Nike Dunk Thanks to 50 variations available only via exclusive access to the application SNKRS.
It's even Virgil Abloh who will talk about the end of streetwear in an interview with Dazed : "I would really say he's going to die, you see? His time is over. Kind, still how many t-shirts can we have, still how many hoodies, still how many sneakers ?
It therefore appears legitimate to wonder how far the sneakers ?
The future of sneakers : Nike Adapt, Adidas Futucraft, Yeezy 700 V3
Sports brands are perpetual looking for new models. In recent years, brands are constantly offering new models. With its revolutionary technology boost, Adidas, declines its silhouettes by playing on the performance dimension with the pureboost or his ultraboost. Yeezy And Kanye West offer us ever more technical models with avant-garde silhouettes like the Yeezy 700 V2 Cream Nike Innovates by revisiting its classics. One of the most popular innovations, the merger of the Air Max 1 And Air Max 97 with the Nike Air Max 1/ 97 Sean Wotherspoon.
Composed of a sole of Air Max 1 and a colorful upper in a corduroy on a base of Air Max 97, this pair marked the world of sneakers To the point of becoming a collector's pair. the Swoosh brand works around his bubble ofAir with the appearance of new models such as Vapormax or hybrid silhouettes as with the Sacai Vaporwaffle. Sports equipment manufacturers also innovate directly in their manufacturing process taking into account environmental causes. Adidas has quickly seized the environmental issue by offering us the first 100% recyclable pair with the adidas Futurcraft consisting of a sole of boost and a upper in primeknit Made from plastic waste. Nike Also do not hesitate to start developing models from waste with its named collection Nike Space Hippie.
Finally the brand of Oregon, incorporates new technologies in its sneakers To always push the comfort and performance of athletes. After creating the Nike Air Mag, first autolating shoe, Nike made self -burning shoes accessible with the Nike Air Adapt. Designed for the practice of basketball, this shoe revolutionized the sneakers With its technological approach and lacing adapting perfectly to all feet. Whether in manufacturing processes, the design, models, giants of sneakers always repel the limits of sneakers To offer us ever more comfortable and customizable silhouettes.
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