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Why sneaker culture and brands such as Puma, New Balance, Nike, Adidas and Reebok are embracing colour

The secret psychology of sneaker colours

Mark C O’Flaherty, The New York Times Published: 25 May 2021 12:35 PM BdST Updated: 25 May 2021 12:35 PM BdST In an undated image provided via Puma, Puma Mirage sneakers. In the age of the infinite scroll and the era of sneaker culture, where the competition to make the hottest, rarest, most wanted kick is more intense than ever, the shoe that clashes shades with the most force stops traffic at least of the online kind. (via Puma via The New York Times) In an undated image provided via Nike, Nike’s Foamposite Volt sneaker. In the age of the infinite scroll and the era of sneaker culture, where the competition to make the hottest, rarest, most wanted kick is more intense than ever, the shoe that clashes shades with the most force stops traffic at least of the online kind. (via Nike via The New York Times)

The Secret Psychology of Sneaker Colors

The Secret Psychology of Sneaker Colors You think they randomly choose those glaring shades of Nike, Adidas and New Balance? Think again. The Nike x Sacai VaporWaffle in all its color clashing glory.Credit.via Nike By Mark C. O’Flaherty May 24, 2021, 5:00 a.m. ET Aqua blue, acid lime and grape purple. Electric orange interspersed with neon pink. Gray suede and cheetah print mixed with white and gold. These are not descriptions of a minimalist’s worst nightmare, but rather new color combinations from Adidas, Reebok and New Balance. And they are jarring by design. In the age of the infinite scroll and the era of sneaker culture, where the competition to make the hottest, rarest, most wanted kick is more intense than ever, the shoe that clashes shades with the most force stops traffic at least of the online kind. As a result, athletic shoe companies are increasingly becoming fluent aficionados of that old art: color theory.

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