Fashion Blogs

Despite the devastating impact COVID-19 has had on supply chains and retail stores, it illustrates how major sneaker brands have managed to recover and boost online sales over the past year.

While revenue in 2022 is expected to remain below pre-COVID-19 levels, the global sneaker market is expected to grow 30% to reach $102.8 billion by 2025.

So why is the appeal of sneakers so enduring?

Modern sneaker culture tells us that these shoes are the art of the foot and are more comfortable than ever. The association of sneakers with athletic ability and self-expression cemented their role as status symbols. In fact, sneaker culture has taken new industries to greater heights—such as resale—and resale of limited-edition sneakers can be a highly profitable venture.

So let's take a look at the history of sneaker culture, detailing how it came about, where it is now, and where it's headed.

Snapshot: Modern Sneaker Culture

The sneaker culture quickly grew with a thriving fashion industry, and more and more people started to use sneakers as a fashion choice. The underground sneaker revolution that started with black youth culture in the 1970s grew into the hip-hop culture of the 1980s. Sneakers convey a hip-hop narrative and convey a personal identity.

Once sneakers hit the forefront of mainstream culture, interest expanded globally and spawned a new community of die-hard sneaker fans. Being a "sneaker fan" became its own social identity, which drove the market to collect and trade sneakers. A frenzy set in, so much so that brands often released limited-edition shoes as people went out of their way to get their hands on rare styles.

Today — as everything begins to shift to digital — the sneaker community is becoming more connected and creative about buying technology and how to exchange information about releases. In fact, it's a craze, with podcasts devoted to sneakers, collectors' blogs, and TikTok clips dedicated to a growing line of sneakers.

The history of sneakers

The origins of sneakers can be traced back to the Industrial Revolution, when social change was accompanied by a growing passion for sports. Cheap shoes with flat rubber soles became popular for playing croquet and lawn tennis. The earliest pairs of sneakers featured a simple canvas upper and rubber sole for comfort. However, they are also fragile and not worn except for tennis.

Adidas, for example, creates sneakers with leather soles and hand-forged studs. Converse invented the All-Star kick for basketball. Nike has developed running and training shoes with sole patterns inspired by waffle iron grooves. The Cortez sneaker style coincides with the running craze in America. Sports photography has also helped to immortalize certain shoes, as the public has shown greater interest in seeing what star athletes wear in competition.

The next evolution of sneaker culture

The digital marketplace for sneakers is booming. Savvy millennials and Gen Z struggle to get their hands on limited-edition sneakers that are in high demand. Many people flip them for profit. Those with the technical know-how have even designed bots to help them protect rare products at the online checkout. There seems to be no end to the ingenious ways people can get products that are in high demand.

To make the model more popular (and profitable), some experts predict that customization will continue to be popular. Custom means that manufacturers design and produce unique sneaker models. Enthusiasts love exclusives, collaborations, and one-offs, as rare sneakers can potentially be used for non-fungible tokens (NFTs) for digital collectors.

As cultures change, so do sneakers. An important example is the impact of the environmental movement. So expect to see futuristic, eco-sustainable sneakers dominate streetwear for decades to come.