Digital Sneakers You Can’t Actually Wear Are Weirdly Popular
Digital Sneakers You Can’t Actually Wear Are Weirdly Popular Right Now
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Sneakerheads have fallen victim to some questionable trends over the years: joggers and pin rolls, chunky dad sneakers, and distressed (read: destroyed) sneakers are but a few. One of the latest trends sees the sneaker industry shift towards a digitalized future, where sneakers you can’t actually wear are becoming weirdly popular.
Innovation is not new to the sneaker industry. Brands are constantly engaged in an arms race to make actual, wearable sneakers lighter, faster, or more comfortable. Retailers and resellers are in a never-ending tug-of-war to fix and game the system. Recently, other players have entered the market with digital innovations of their own: sneakers you can’t actually wear IRL.
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I usually prefer to mention niche players success stories because writing about big players making the right moves is not big surprise. But, when you are an elephant, adapting to changes is not easy neither fast. Even though, a few big apparel companies are dominating the industry showing no weaknesses. In my opinion, two apparel retailers excelling at managing their businesses in the digital era are Zara (Inditex) and Nike.
Nike is becoming a “luxury” company and a “tech” giant as well. Social trends are breaking up traditional borders between sportswear, urban brands and luxury (eg Zegna acquired Thom Browne). Sportswear brands are embracing streetwear and casualwear while Covid-19 is ac
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