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THE SNEAKERS MUST-HAVES OF THE MOMENT

NIKE, ADIDAS, JORDAN: MODELS THAT DEFY TIME AND THEIR ENVIRONMENT

How do you explain the success of some pairs of sneakers than others? Several models have managed to create a strong emotional attachment and have remained in first place for many years. Among them, of course, is the all-time champion brand: the Air Jordan. This model represents the ultimate goal of any designer in the world of sneakers : to create the perfect mix between a legendary name, a unique logo and a pair with a strong symbolic dimension. Recently brought back into the spotlight with the documentary The Last Dance about Michael Jordan, the Jumpman brand has seen sales of its iconic Air Jordan 1 collection soar. The brand is also enjoying the affection of the urban culture, sports and hip-hop world with, for example, Houston rapper Travis Scott and his Air Jordan 1 Retro High Travis Scott "Cactus Jack". This collaboration has generated a huge buzz thanks to the multiple teasing actions carried out on social networks.

When discussing the relationship between communication, teasing and sneakers, it is hard to miss the phenomenon of Kanye West and the three-strips brand. A real fashion phenomenon, the Yeezy is interacting in a very intelligent way with its environment: presentation of the Yeezy 950 at Kanye West's show at Madison Square Garden, shops taken over by the model's fans, limited releases, etc. On the social networking front, Kanye West does not hesitate to use his own Instagram account or that of his wife Kim Kardashian to tease and generate excessive hype. Proudly worn on Instagram by numerous celebrities such as Paul Pogba, Karim Benzema, Travis Scott or Chris Brown, the Yeezy are a reference for fans of sneakers. Adidas is also inspired by its environment, offering new collaborations with luxury brands such as Chanel or Prada and ambassadors such as Pharrel Williams and Kanye West.

A true market leader in sneakers, Nike knows how to show a lot of creativity and imagination when it comes to offering variations of its flagship models. If there is one collaboration to remember, it is the one between Nike and Off-White. The two streetwear giants have teamed up on all the main Nike models: Nike Dunk Low, Nike Blazer, Nike Air Max, Nike Air Force 1, Nike Vapormax... Enough to revive the flame of some models. Add to that a new collaboration with Travis Scott and his Dunk Low and you have a perfect recipe to bring visibility to a collection like the Nike SkateboardingThis is a perfect recipe to bring visibility to a collection like the Dunk Low, which was one of the biggest heat of the year 2020. Nike has managed to surprise us year after year with models that are sometimes more than 30 years old, much to the delight of fans of the Beaverton-based company!

AIR JORDAN, YEEZYAIR FORCE 1: MODELS THAT KEEP REINVENTING THEMSELVES

Available in a variety of colours, models and collaborations, the Jordan Brand knows how to make a new look and surround itself with the best. On the agenda? Mythical collaborations with Virgil Abloh and Off-White 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 the All Star Game in the USA and the Quai 54 in France. The brand is perfectly aware of its environment and does not hesitate to go off the beaten track by, for example, joining forces with the world of football through its collaboration with Paris Saint Germain. A great success that allowed fans of both sports to discover their respective worlds!

Created in 1982 by Bruce Kilgore, the Air Force 1 The Nike AIR sneaker has endured through the ages as Nike's most iconic silhouette. Featuring the Nike AIR cushioning system at its inception, the pair was extremely popular with the best basketball players of the day. Since then, the pair has come in a wide variety of models, most recently the Shadow and Drop Type. But the strength of the model lies in its ability to innovate through its colours and thus to always remain at the heart of the trends.

Kanye West and Adidas also offer a great diversity of products through the different models of Yeezys, led by the Yeezy 350 V2, which features a Primeknit base with a sole equipped with the Boost technology edited by the three-strips brand. The pair is then reinvented through its different colours, Zebra, Triple White Israfil, Zyon, Carbon, but also by the addition, on certain models, of details such as the aspect Reflective, the inscriptions " SPLY - 350 " or a drawstring appearing on the heel tab. In addition to the almost unparalleled comfort, the Yeezy In addition to the almost unrivalled comfort, the new models have a sense of innovation in design that guarantees an original silhouette!

TOWARDS A SNEAKERS PREMIUM MARKET?

Brands such as Nike, Adidas, Jordan or Converse are constantly looking for new editions to offer to satisfy their respective fans. Thus, some think of innovating by multiplying exclusive collaborations to reinforce the brand preference and attract new customers from different universes. Examples include Converse on the Converse Chuck Taylor All-Star 70s Off-White or Jordan with the Air Jordan 1 Mid Fearless Maison Château Rouge! But it's a win-win situation: luxury brands that tackle the sneaker market bring in an additional clientele and democratise a new form of luxury that is closer to urban values.

And the luxury brands are taking the lead: we find brands like Dior, Prada, BalenciagaChanel, which, together with Converse, Jordan or Adidas, are creating a real stir in the world of sneakers and unleashing enthusiasts who are trying to get their hands on one of these models. The perfect illustration of this movement is the Air Jordan 1 High Dior, which has impressed with its high resale prices. These brands bring their name to the table and manage to remain in the world of the model in question: respect for the original silhouette and its characteristic elements that make it so unique.

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