Sneakers, whether expensive or over the top, have never been more in demand than they are today. Once a symbol of athletics, they have almost exceeded their primary function to become fashionable objects of desire.
Sociologist Yuniya Kawamura explains in her book “Sneakers: Fashion, Gender, and Subculture” that this change began in 1984 with the launch of Nike Air Jordans. This gave rise to the commodification of sneakers and their desirability as status items, fueled by celebrity endorsements. Today, whether it’s the Yeezys, the Jordans, or the Dunks, sneakers have seen an aggressive rise in demand across the globe.
The global sneaker market was valued at around $70 billion in 2020 and is expected to reach $102 billion by 2025. A report by Invest India says the country’s footwear market is expected to reach $15.5 billion by 2024, up from $10.6 billion in 2019.
Abbas Zaveri, managing director of HypeFly, which started in 2019 as a sneaker resale page on Instagram and is now a full-fledged sneaker and streetwear store, says the number of sneakers released in India has increased by exponentially over the past two years. .
“The number of sneaker dealers has also increased,” he said. “The resale business is lucrative, so there are many players in the market. Also, when a new seller joins the market, they bring a few customers with them. As a result, the sneaker market in the country has seen phenomenal growth recently.”
Here are five “kicks” sneakerheads should watch for in 2022.
Drake x Nike Hot Step Air Terra
The Drake x Nike Hot Step Air Terra, a collaboration between rapper Drake and one of the biggest sneaker brands in the world, has sneakerheads excited. The pair sports a clean look, with white leather uppers and white soles.
Adidas EQT Elevation ‘Kobe Dunk Contest’
Kobe Bryant wore the Adidas EQT Elevation in vibrant purple from the Lakers during his winning performance at the ’97 Slam Dunk Contest. The shoe, which has since been renamed Crazy 97, is set to be re-released this year.
Air Jordan 12 “Playoffs”
This black and white pair was flaunted by Michael Jordan during the 1997 NBA playoffs. It was originally released in 1997 and will celebrate its 25th anniversary this year. The retro 2022 edition of the pair features red accents and silver eyelets from the original.
New balance 990v6
The New Balance 990v6 arrives in the signature gray makeup featuring a mesh construction with suede overlays. Other details include a 990 badge on the lateral side of the heel, a new heel clip on the back atop an updated sole.
Travis Scott x Air Jordan 1 Low “Reverse Mocha”
Rapper Travis Scott and Jordan Brand will be collaborating in 2022 with two more Air Jordan 1 Low colorways to come. The sneakers opt for a very white and off-white arrangement. Toes, midfoot overlays, tongues, and collars indulge in the “Dark Mocha” tone of the previous Air Jordan 1 Low.