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The market SNEAKERS IN FULL GROWTHĀ
Over time, trade has undergone real revolutions and the marketĀ streetwearĀ and someĀ sneakersĀ 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,Ā YeezyĀ who continues to revisit his flagship models like theĀ Yeezy 350 V2Ā but alsoĀ Jordan, with the avalanche of color on theĀ Air Jordan 1 Mid. Likewise Nike has amplified its declination strategy of its classic models such as theĀ Nike Air Force 1Ā or the Nike Dunk. Between reissue of emblematic colors like theĀ Air Jordan 1 Low Shattered BackboardĀ or the creation of a new range as with theĀ 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 ever more weekly weekly releases and innovative distribution methods.
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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 magnificentĀ Like boysĀ Air Force 1 or a pack of 3 Nike Air Max 95. Likewise for several years the brandĀ UndersonalĀ continues to innovate by reworking original models as with the overbreak or the famous Dunk High. But this is the brand ofĀ Bill Bowerman, Nike who comes out of collaborations between luxury andĀ Sportwear. In 2017, Nike associates with the famous designer of ChigacoĀ Virgil Abloh, currently artistic director of the houseĀ Louis Vuitton. Thus the label of the American creator and DJĀ Off-WhiteĀ And Nike offer us a first series of 10 models followed by several other silhouettes. Regulating 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 houseĀ DiorĀ of the groupĀ LvmhĀ appeared on the front of the stage. Sporting the monogram ofĀ DiorĀ on theĀ swoosh, the two brands bear witness to the gradual erasure of the boundaries between luxury andĀ sportswearĀ To make one. Likewise in 2017,Ā SupremeĀ ofĀ James JebbiaĀ associates withĀ Louis VuittonĀ For a capsule collection that will be talked about with it with a magnificent logo box with the LV monogram. GraduallyĀ sportswear,Ā streetwearĀ 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 theĀ Nike DunkĀ Thanks to 50 variations available only via exclusive access to the applicationĀ SNKRS.
It's evenĀ Virgil AblohĀ who will talk about the end of streetwear in an interview withĀ DazedĀ : "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 ?
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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 technologyĀ Boost, Adidas, declines its silhouettes by playing on the performance dimension with theĀ pureboostĀ or hisĀ ultraboost.Ā YeezyĀ And Kanye West offer us ever more technical models with avant-garde silhouettes like theĀ Yeezy 700 V2 CreamĀ Nike Innovates by revisiting its classics. One of the most popular innovations, the merger of the Air Max 1 And Air Max 97 with theĀ Nike Air Max 1/ 97 Sean Wotherspoon.
Composed of a sole ofĀ Air Max 1Ā and a colorful upper in a corduroy on a base ofĀ 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 asĀ VapormaxĀ or hybrid silhouettes as with theĀ 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 adidasĀ FuturcraftĀ consisting of a sole ofĀ boostĀ and a upper inĀ primeknitĀ Made from plastic waste.Ā NikeĀ Also do not hesitate to start developing models from waste with its named collectionĀ 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 theĀ Nike Air Mag, first autolating shoe, Nike made self -burning shoes accessible with theĀ 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, the models, the giants of sneakers always repel the limits ofĀ sneakersĀ To offer us ever more comfortable and customizable silhouettes.