Sneakers are hot worldwide, and footwear is changing to fit modern tastes, market demands, and culture changes.
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Despite the disruptive impact of COVID-19 on supply chains and retail stores, it’s telling that major sneaker brands have managed to recover and boost their sales online within the past year.
Although 2021’s revenues are expected to remain below pre-COVID-19 levels, the global sneaker market is forecasted to grow by 30% and reach $102.8 billion by 2025.
So why are sneakers so enduring in their appeal?
Modern sneaker culture has taught us that these shoes are art for the feet and are also more comfortable than ever. The connection of sneakers with athleticism and self-expression has cemented their role as a status symbol. In fact, sneaker culture has pushed new industries to greater heights — such as resale — where reselling limited edition sneakers can become a highly profitable venture.
So let’s take a look at the history of sneaker culture, detailing how it emerged, its present status, and where it’s headed.
The History of Sneakers
The origins of the sneaker date back to the Industrial Revolution, when social changes were accompanied by growing enthusiasm for sporting pursuits. Budget shoes with flat rubber soles became popular for playing croquet and lawn tennis. The earliest pair of sneakers was comfortable with a simple canvas upper and a rubber sole. However, they were also flimsy and weren’t worn outside of playing tennis.
Things began to change after World War II when sneakers began to develop in conjunction with various sports.
Snapshot: Modern Sneaker Culture
Sneaker culture soon grew alongside the thriving fashion industry, and more people began to wear sneakers as a fashion choice. What started in the 1970s as an underground sneaker revolution in Black youth culture blossomed into the hip-hop culture of the 1980s. Sneakers communicated a hip-hop narrative and conveyed personal identity.
The biggest catalyst came with the release of Nike’s Air Jordans in 1984, tied in (as they were) to basketball’s Michael Jordan and his enduring brand. From there, sneakers became status items fueled by celebrities.
Once sneakers came to the forefront of mainstream culture, interest branched out globally and gave rise to a new community of die-hard sneaker fans. Being a ‘sneakerhead’ became its own social identity, which fueled the market to collect and trade sneakers. A cult status emerged such that brands routinely release limited edition shoes as people go to extreme lengths to get their hands on rare models.
Today–as everything begins to shift to digital–the sneaker community has gotten even more connected and creative regarding buying techniques and how information is exchanged regarding releases. It’s mania, actually, with podcasts dedicated to discussing sneakers, collectors’ blogs, and TikTok clips dedicated to ever-growing sneaker collections.
Where Sneaker Culture is Headed Next
The digital marketplace for sneakers is thriving. Savvy millennials and Gen-Zers work hard to get their hands on high-demand, limited-edition sneakers. Many flip them for profit. Those with the tech know-how have even engineered bots to help them secure rare products at online checkouts. And there seems to be no end to the ingenious ways that people get their hands on high-demand products.
To make models even more desirable (and profitable), some experts predict that customization will continue to be the rage. Customization means that manufacturers design and produce unique sneaker models. Enthusiasts have a taste for exclusive products, collaborations, and one-offs, as rare sneakers may be adopted into non-fungible tokens (NFTs) for digital collectors.
And as the culture changes, so too will sneakers. One big example is the impact of the environmental movement. So expect to see futuristic, eco-sustainable kicks dominate streetwear in the decades to come.
