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990 V3 Patta Keep Your Family Close

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DISCOVER THE LATEST ABOUT SNEAKER CULTURE

THE SNEAKERS MARKET IS GROWING

Throughout time, trade has undergone real revolutions and the streetwear and the sneakers have not been spared. Even before the evolution of distribution methods, the number of releases has been completely turned upside down with dozens of pairs per month. One example is Kanye West's brand, Yeezy which constantly revisits its flagship models such as the Yeezy 350 V2 but also Jordanwith the avalanche of colours on the Air Jordan 1 Mid. Likewise, Nike has amplified its strategy of declining its classic models such as the Nike Air Force 1 or the Nike Dunk. Between reissues of emblematic colours like the Air Jordan 1 Low Shattered Backboard or the creation of a new range like the Nike Air Force 1 Shadow.

The brand with the swoosh is thus the most productive sports equipment manufacturer in the world. The emergence of digital technology has revolutionised the way people consume sportswear. sneakers. Once reserved for sneakers addicts who came to buy their pair directly in the shop nearest to them, digital has made the sneakers to the greatest number of people. But what contributes greatly to the influence of sneakers are of course the collaborations between the greatest designers and sportswear giants such as Adidas, Nike and Puma. Whether it is Adidas with its iconic collaborations with Kanye West, or Pharrel WilliamsNike is constantly rethinking its models, giving designers from all over the world the chance to express their creativity with the Air Jordan 1 Fearless. The famous red castle district of Paris is represented on the beautiful Air Jordan 1 Maison Château Rouge. The brands are also innovating in the distribution of products by creating exclusive collections and sneakers according to the regions of the world, such as the very recent Yeezy Mono Ice reserved for the ÉUnited States. The brands of sneakers succeed in anchoring themselves in the daily lives of their consumers through ever more numerous weekly releases and innovative distribution methods.

 

THE MERGER OF LUXURY AND SNEAKER CULTURE : JORDAN x DIOR, NIKE x SACAI, ADIDAS x CHANNEL

The great novelty that is becoming a trend is the meeting of the sportswear world with sneakers and the luxury world with high fashion designers. The first brand to grasp this potential is the German brand Adidas. By integrating designers into its creative teams, surprising collaborations have emerged with Raf Simons Ozweego or the collaboration with the designer Rick Owens. For the past 10 years, there has also been a permanent Y3 range, a line signed by Yohji Yamamoto. Similarly, the first significant collaboration between a luxury house and a sportswear brand took place with the association Chanel x Pharrel Williams on an Adidas NMD Human Race extremely limited. Nike has also managed to make a name for itself in the world of high fashion with strong collaborations with the Japanese fashion house Comme des Garçons.

We find a beautiful Comme des Garçon Air Force 1 or a 3-pack of Nike Air Max 95. For several years now, the brand has also been Undercover has been innovating by reworking original models such as the Overbreak or the famous Dunk High. But it is Bill Bowerman's brand, Nike, that is the winner of the collaborations between luxury and sportswear. In 2017, Nike teamed up with the famous designer from Chigaco Virgil Ablohdesigner, currently artistic director of Louis Vuitton. Thus the label of the American designer and dj Off-White and Nike offer us a first series of 10 models followed by several other silhouettes. Reworking the materials with a destructured dimension, this collaboration will make a mark, opening the door to other partnerships.

In 2020, a unique collaboration between Jordan and LVMH' s Dior came to the forefront. Featuring the Dior monogram on the swoosh, both brands show us the gradual blurring of the boundaries between luxury and sportswear to become one. And in 2017, Supreme James Jebbia teamed up with Louis Vuitton for a capsule collection that made a big splash with a magnificent LV monogrammed box logo. Little by little, sportswear, streetwear and luxury merge to form a single block.
In 2021, the collaboration pushes the concept further with The 50. Nike and Virgil join forces to revisit the Nike Dunk with 50 variations available only via exclusive access on the SNKRS application.

It is even Virgil Abloh who spoke about the end of streetwear in an interview with Dazed: "I would really say it's going to die, you know? Its time is over. Like, how many more t-shirts can you own, how many more hoodies, how many more sneakers ?

It therefore seems legitimate to ask how far the sneakers will be initiated?

 

THE FUTURE OF SNEAKERS : NIKE ADAPT, ADIDAS FUTUCRAFT, YEEZY 700 V3

Sports brands are always looking for new models. In recent years, brands have been coming up with new models all the time. With its revolutionary technology BoostWith its revolutionary technology, Adidas, declines its silhouettes by playing on the dimension of performance with the pureboost or its ultraboost. Yeezy Adidas 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 fusion of the Air Max 1 and Air Max 97 with the Nike Air Max 1/ 97 Sean Wotherspoon.

Composed of an Air Max 1 sole and a colorful corduroy upper 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 its air bubble with the appearance of new models like the Vapormax or hybrid silhouettes like the Sacai Vaporwaffle. Sports equipment manufacturers are also innovating directly in their manufacturing process taking into consideration environmental causes. Adidas has quickly grasped the environmental issue by offering the first 100% recyclable pair with the Adidas Futurcraft consisting of a sole of boost and a primeknit upper made of starting at plastic waste. NikeAlso does not hesitate to start developing models starting at waste with its collection named Nike Space Hippie.

Finally, the Oregon-based brand is integrating new technologies into its sneakers to push the comfort and performance of athletes even further. After creating the Nike Air Mag, the first self-lacing shoe, Nike made self-lacing shoes accessible with the Nike Air Adapt. Designed for basketball, this shoe has revolutionised sneakers with its technological approach and lacing that adapts perfectly to all feet. Whether it's in the manufacturing process, the design, or the models, the giants of the sneakers are always pushing the limits of sneakers to offer us ever more comfortable and customisable silhouettes.

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