Even nowadays it is for many people still incomprehensible that a pair of sport shoes can become a cult object. On the other hand, it is also undeniable that sneaker certainly are the key element in the luxury’s transformation. For the first time in the sports history, music and fashion become one to create a new market niche: the streetwear.
We just have to take a look at the greatest contemporary artists –– Drake, Travis Scott, Pharrell Williams, Kanye West — to realize this great union. All of them share something in common. All of them launched their own collaborations with Nike or adidas. In fact, the sneaker culture is at present the fashion’s most important phenomenon.
The truth is that behind the streetwear boom are major sociocultural changes that revolutionized consumption as we knew it not even 3 decades ago.
The sneaker craze was consolidated in the mid 80s and kept growing over the 90s. Since then, all the brands, including the luxury and mainstream, devoted special attention to their sneaker offer.
Just a few years ago it was difficult to learn about this topic if you weren’t part of a community. There was barely no related information and Internet hadn’t yet developed enough.
Later on, with the arrival of the online media and the e-commerce, many more people began to show some interest for the streetwear and both its history and its latest news.
Many experts strive to assure that our behavior’s biological bases force us to be selfish. Nevertheless, this shouldn’t be this way. The only way to make our passion for sneakers long-lasting is sharing it, whether we do it through books, talks or even in the classrooms themselves.