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MUST-HAVE SNEAKERS OF THE MOMENT

NIKE, ADIDAS, JORDAN: TIMELESS MODELS THAT DEFY THEIR ENVIRONMENT

How can the success of certain sneakers be explained compared to others? Several models have managed to evoke a strong emotional attachment and maintained their top position for many years. Among them, the all-time champion brand: Air Jordan. This model truly represents the ultimate goal for any sneaker designer: creating the perfect mix of legendary name, unique logo, and a symbolically rich pair. Recently brought back to the spotlight with The Last Dance documentary recounting Michael Jordan's story, the Jumpman brand saw sales of its iconic Air Jordan 1 collection skyrocket. The brand also enjoys the affection of the urban culture, sports, and hip-hop world, with Houston rapper Travis Scott and his Air Jordan 1 Retro High Travis Scott "Cactus Jack" collaboration, generating massive buzz thanks to multiple teasers on social media.

Speaking of the relationship between communication, teasing, and sneakers, it's hard to overlook the Kanye West phenomenon and the three-striped brand. A true fashion sensation, Yeezy cleverly interacts with its environment: unveiling Yeezy 950 at Kanye West's fashion show at Madison Square Garden, stores stormed by fans of the model, limited quantity releases… On social media, Kanye West uses his own Instagram account and even that of his wife Kim Kardashian to tease and generate immense hype. Proudly worn on Instagram by numerous celebrities like Paul Pogba, Karim Benzema, Travis Scott, and Chris Brown, Yeezys are a reference for sneaker enthusiasts. Adidas brilliantly draws inspiration from its environment by offering unique collaborations with luxury brands like Chanel or Prada and ambassadors such as Pharrell Williams and Kanye West.

The market leader in sneakers, Nike demonstrates incredible creativity and imagination when it comes to offering variations of its flagship models. One collaboration to remember is Nike's partnership with Off-White. The two streetwear giants joined forces on all major Nike models: Nike Dunk Low, Nike Blazer, Nike Air Max, Nike Air Force 1, Nike Vapormax… Rekindling the flame for some models. Add an unprecedented collaboration with Travis Scott and his Dunk Low, and you get the perfect recipe to bring visibility to a collection like Nike Skateboarding, one of the biggest heats of 2020. Nike, therefore, establishes itself as a brand that has managed to surprise us year after year with models sometimes over 30 years old, much to the delight of Beaverton's fans!

AIR JORDAN, YEEZY, AIR FORCE 1: MODELS THAT NEVER STOP REINVENTING THEMSELVES

Offered in numerous colors, models, and collaborations, Jordan Brand knows how to renew itself and partner with the best. On the agenda? Iconic collaborations with Virgil Abloh and Off-White around the Air Jordan 1 Retro High Off-White Chicago The Ten, luxury brand collaborations like Dior, and references to events like the All-Star Game in the USA and Quai 54 in France. The brand perfectly understands its environment and isn't afraid to venture off the beaten path, such as partnering with the world of soccer through a collaboration with Paris Saint-Germain. A resounding success that allowed fans of both sports to discover their respective worlds!

Created in 1982 by Bruce Kilgore, the Air Force 1 has transcended time to become Nike's most iconic silhouette. Equipped with the Nike AIR cushioning system, the pair was highly popular among the best basketball players of the time. Since then, the pair has been offered in a wide range of models, like the recent Shadow and Drop Type. The model's strength lies in its ability to innovate with colors and stay at the heart of trends.

Kanye West and Adidas also provide a great variety of products through different Yeezy models, with the Yeezy 350 V2 at the forefront. This model features a Primeknit base resting on a sole equipped with the Boost technology developed by the three-striped brand. The pair reinvents itself through various colors like Zebra, Triple White, Israfil, Zyon, Carbon, and unique details such as the Reflective aspect, "SPLY - 350" inscriptions, or a pull tab on the heel tab. In addition to unmatched comfort, Yeezys boast innovative designs that guarantee an original silhouette!

TOWARDS A PREMIUM SNEAKER MARKET?

Brands like Nike, Adidas, Jordan, and Converse are constantly seeking new editions to satisfy their respective fans. As a result, some opt to innovate by multiplying exclusive collaborations to strengthen brand preference and attract new customers from different worlds. Examples include Converse with the Converse Chuck Taylor All-Star 70s Off-White or Jordan with the Air Jordan 1 Mid Fearless Maison Château Rouge! However, the situation is a win-win: luxury brands entering the sneaker market bring additional customers and democratize a new form of luxury closer to urban values.

Luxury brands are stepping up: we see brands like Dior, Prada, Balenciaga, and Chanel partnering with Converse, Jordan, or Adidas, creating real tremors in the sneaker world and stirring passionate enthusiasts trying to get their hands on one of these models. The perfect illustration of this movement is the Air Jordan 1 High Dior, which impressed with its high resale prices. These brands bring their names and manage to stay within the universe of the original model: respecting the original silhouette and its characteristic elements that make it so unique.

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