Sneakers have become much more than just athletic shoes. Once reserved for the playing field, they have now truly become a must-have fashion accessory.
Once intended solely for sports, sneakers have conquered the fashion world. Now, they can be worn with jeans as well as dresses, becoming a true symbol of style and trend. We wear them for walking, playing sports, and now even for going to work. Today, they are worn by everyone and in all walks of life, including the professional world. Some rare or limited-edition models have become collector's items. Many brands produce exclusive and limited-edition models that attract collectors from around the world. Rare models can fetch very high prices on the resale market.
The phenomenon athleisure
Sneakers have become a phenomenon that appeals to a wide audience these days. Whether for sport, fashion, comfort, or collection, sneakers are a staple in many people's wardrobes. Furthermore, brands offer a wide variety of styles, colors, and designs to suit all tastes.
The phenomenon spans all generations. Teenagers wear them to be fashionable; their parents wear them to lighten their hectic daily lives; and seniors wear them for comfort. Sneakers thus break down social barriers and blur the lines between the sexes.
All audiences are won over. To the point that sneakers now represent 60% of the shoe market. Two brands hold the top spot: Nike and Adidas. In fact, in 2021, the American brand Nike generated $46,71 billion in revenue and the German brand Adidas $21,2 billion.
Evolution of dress codes
This democratization of sneakers and trainers can be partly explained by the evolution of mentalities and dress codes. A trend that the long months of confinement have reinforced. No more teleworking, we prioritize comfort!
Since then, many people have preferred to combine sportswear with comfort and aesthetics. Consumers have adopted this more comfortable style and have maintained it ever since.
Furthermore, collaborations between sneaker brands and fashion designers have largely contributed to the popularity of these shoes. Capsule collections and limited editions are generating unprecedented enthusiasm. Fans are literally rushing to buy these exclusive models.
Finally, the advent of social media has also played a major role in the democratization of sneakers. Influencers and celebrities are quick to show off their latest purchases on Instagram, creating instant trends and making everyone want to buy the same models.
Revolution in fashion and luxury
Today's consumers are looking for clothing and accessories that are both comfortable and stylish. Brands have understood this. By offering ever more varied and original designs, they have adapted to this growing demand. Nike, Puma, Adidas, and New Balance are now the new ambassadors of Streetswear. These brands have gained so much notoriety that the trend has attracted luxury brands such as Dior, Balenciaga, and Louis Vuitton. They can even be found on the feet of models during fashion shows.
The arrival of sneakers in the luxury world began in the mid-2000s. But it wasn't until the 2010s that sneakers gained a prominent place in the world of haute couture. In 2009, rapper Kanye West wore Jaspers to a Louis Vuitton show. In 2014, Céline creative director Phoebe Philo wore Nike Air Max sneakers to her own show. Since then, luxury brands like Balenciaga have made sneakers their specialty.
Object of desire and identity marker
A Both an object of desire and a marker of identity, sneakers are now considered an investment like any other by speculators. Sneakers have become true collector's items for many fashion and shoe enthusiasts. It's fascinating to see how sneakers have evolved to become symbols of style and status.
What defines collectible sneakers is rarity. Many brands are seizing on this phenomenon and often offer limited editions. These represent real investments.
Collaborations between brands and celebrities are also a determining factor in this craze. Among the most notable is Adidas' collaboration with Pharrell Williams in 2014. Then, in 2016, the collaboration with Chanel, which produced 500 pairs sold for over €1 each. The pairs created by Virgil Abloh for Louis Vuitton in collaboration with Nike, la The metal sneakers created by Demna Gvasalia for Balenciaga and produced in just 20 copies, are also among the most striking models.
Collectible sneakers resell at impressive prices depending on demand. Collectors are willing to pay the price to own an exceptional pair. They even become decorative pieces, placed on the mantelpiece. The sneaker is becoming a cult classic.
Vintage
Pairs of vintage sneakers are also becoming collector's items and even objects of speculation. Sneaker enthusiasts seek out the rarest, the most beautiful, the "one-of-a-kind." Famous shoes regularly sell for a fortune at auction, such as A pair worn by Michael Jordan sold for nearly $1,5 millionConverse Fastbreak sneakers worn by Michael Jordan sold for $190 at auction in 000.
This craze for retro models leads brands to reissue now inspired models such as the Samba model from the Adidas brand, which are often launched in limited editions on certain models, such as the “Samba spezial”.
The “Basketball Costume”
Sneakers, once reserved for casual wear, have gradually found their place in the workplace. Indeed, more and more companies are adopting a more flexible dress code, allowing their employees to wear sneakers to the office. Silicon Valley bosses, like Steve Jobs, who never took off his New Balance sneakers, have imposed this new dress code at work.
This evolution is partly explained by the fact that sneakers have become essential pieces of contemporary fashion, combining style and comfort. Many brands now offer sophisticated and elegant models, perfectly suited to a professional environment.
Sneakers can be paired with more formal outfits, such as suit pants or a pencil skirt, to create a look that's both modern and professional. They also keep employees comfortable throughout the day, promoting well-being at work.
Furthermore, sneakers have become a true symbol of creativity and innovation, values often sought after in the professional world. By incorporating them into their wardrobe, employees can express their personality and style while remaining professional.
However, it's important to note that whether sneakers are acceptable for work depends largely on company culture and industry. It's always recommended to research the dress code before opting for sneakers in the office.
Sneakers have established themselves in the workplace as a key piece of a modern, professional wardrobe. Combining style, comfort, and practicality, they have become a must-have accessory for many employees concerned about their image and well-being at work.
The democratization of sneakers is more than just a trend: it's a true revolution in the fashion industry and in our daily lives. Accessible to all, these shoes now combine style, comfort, and originality, to the delight of fashion lovers around the world.
Interviews
For this article, we interviewed three collector sneaker specialists:
- Alex, founder of Sneakers4sure: the Google of sneakers, where 50000 sneakers are indexed with all existing sizes. The site directs customers to where the desired pair is available. It refocuses on physical points of sale and retailers. The site has recently developed an exclusive feature: buyers can find the pair with a simple photo, without any further information.
- Mickael, founder of Wethenew, part of one of the largest sneaker resale platforms. Individuals and professionals post their offers online, and once the sale is validated, the product goes through the authenticity check process before being sent to the buyer. Mickael explains that given the significant increase in demand, his model has evolved into a sales site for pieces from major collaborations. This has given him a premium brand image, which now allows him to work directly with brands.
The products are available on the virtual platform and also in three physical points of sale: at the Galeries Lafayette men's and women's department stores, and in the Champs-Élysées store in Paris.
- David Elbaz, founder of Davidkickz, where you'll find one of the most cutting-edge selections. Among his signature pieces are Nike sneakers from his collaboration with jewelry house Tiffany & Co., his collaboration with Virgil Abloh, and more.
David Elbaz emphasizes that what works best are collaborations with artists, especially those with luxury brands such as Dior, where the pair is handmade in Italy, with 7500 pairs produced. Also, collaborations with Off-White (Virgil Abloh). He explains that the current success remains the collaboration with Travis Scott, the American rapper. The fact that there are ultra-limited editions creates excitement and encourages purchases, which explains the rise in market prices. Davidkickz has two points of sale in Paris and one in Saint Tropez.
Josiane Massé
