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All latest news SNEAKERS
The market SNEAKERS Growing
Over time, trade has undergone real revolutions and the market 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 different collaborations between Nike And Off-White, Jordan And Travis Scott, Nike And Patta or NOCTA... Likewise Nike And Jordan have amplified their declination strategy of their flagship models such as the Air Jordan 4 or the Nike Dunk. Between reissue of emblematic colors like the Air Jordan 4 White Cement or the creation of a new range as with the new futuristic models from NOCTA.
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, ASICS... 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 recent exit from the Air Max 95 Corteiz Honey Black. We also notice the return of certain retro y2k models such as the P-6000 or the Nike Shox. Brands also innovate the distribution of products by creating collections and sneakers exclusive according to the regions of the world as some models of Yeezy 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 them 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 boy 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 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 is 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 ?
The future of SNEAKERS : Collaborations to survive?
Difficult today to imagine the universe of sneakers Not to mention collaborations. Each month, new pairs signed with four hands are landing, whether it is a star rapper, a sharp designer or a luxury house. But behind the buzz effect, a question comes back: have collaborations become essential for the survival of brands of sneakers ?
Since the resounding success of Nike with Travis Scott Or from Adidas with Kanye West, the collabs have imposed themselves as a compulsory passage. Whether it's Nike X Travis Scott, adidas x bad bunny, or more sharp projects like ASICS x jjjound or New Balance X Joe Freshgoods, These outings maintain desire. Collaborations also make it possible to reach new communities: music, fashion, art or sport, each universe enriches the identity of brands. They offer immediate visibility, create rarity and strengthen the link with various communities, from fashion to music through contemporary art. Some succeed in making history - we think of Off-White X Nike or to projects New Balance with Joe Freshgoods - While others seem to get lost in the mass, without real identity.
In the future, the survival of sneakers could well depend on the capacity of brands to offer more authentic and durable collaborations, with real storytelling and cultural added value. In a market where hype is no longer enough, only the alliance between creativity, innovation and responsible commitment will allow sneakers to remain a cult object.
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