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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Are Sneaker Collaborations So Boring?

Sneaker giants often have a ‘cheat code’ for tie-ups with indie designers, insiders say, reflecting a lack of innovation among legacy players in the industry.
Wall of white sneakers.
For activewear giants, collaborations with independent designers have become standard practice in reaching new niche audiences and generating brand heat. But brands are incentivised to keep these costs low and avoid risks on new silhouettes that don’t guarantee success. (shutterstock)
By
  • Julia Lebosse

When Saucony tapped veteran sneaker executive Bimma Williams last year to reimagine the brand’s 3D Grid Hurricane sneaker, the designer did not hesitate to take creative rein to completely personalise the shoe.

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Further Reading

Are Signature Sneakers Still Relevant?

After years of stagnation, the market for signature shoes from basketball stars is heating up again, boosted by a new generation of athletes and fresh challenges to Nike’s dominance from a resurgent Adidas and a host of Chinese brands like Anta and Li-Ning.

How Retro Sneakers Took Over Fashion

Fashion may always be chasing the next big thing, but in the sneaker market, decades-old styles dominate, which experts attribute to forces like nostalgia, the rise of hip-hop, risk-averse business strategies and a cultural obsession with recycling intellectual property.

The Sneaker Resale Market Is Broken

Oversupply of once-hyped sneakers like Jordans has caused resale prices to plummet, pushing smaller platforms out of the market and sending the bigger players scrambling to adapt.

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