Beginning in the mid-19th century up to the many high-end sneakers created in the last decade, sneakers have become an obsession globally. Sneakers have a big impact on current fashion and style. However, what frequently goes unrecognized is the evolution it took to get sneakers where they are today.
One of the most popular brands recognized by both sneaker fans and non-sneaker fans alike is Nike. Nike was founded in 1964 by Bill Bowerman and Phil Knight. It was first named Blue Ribbon Sports, Inc. and eventually became Nike Inc. in 1971. Nike’s first commercial design was the Cortez, which was made with cushioning for running. The Cortez was worn by Tom Hanks in the popular movie “Forrest Gump,” which really established Nike’s cultural status and relevance.
The birth of the world-famous Air Jordan was made possible when basketball superstar Michael Jordan (MJ) signed a deal with Nike in 1984. Because of this, Jordan is now considered by many to be the “grandfather” of sneakers. Jordan was also considered by many to be the best player in the NBA, so fans wanted to rock whatever MJ rocked. This craze led to the Air Jordan being commercialized, gaining celebrity endorsements, and increasing its popularity as an item of status.
The Jordan 1s was first released on April 1, 1985 at a retail price of $65, and the shoe sold 4 million pairs in the first year. The Jordan 1 had one of the most iconic silhouettes of any sneaker of all time. On the other hand, the Jordan 3 designed by Nike sneaker designer Tinker Hatfield, was released in 1988 to the world. It also eventually became one of the most revolutionary Jordans. The Air Jordan logo, which inspired the Jordan 4 and 5, was first featured with the Jordan 3. Jordan 11s became the first basketball shoe to incorporate patent leather which gave a clean look and became one of the most popular Jordans.
As a result of the Air Jordan getting so big and popular, the marketing and reselling culture began. A sneaker reseller is someone who purchases sneakers from limited edition inventory and sells them to another consumer for a profit. For sneakerheads, nothing beats deadstock, unsold, limited edition sneakers. Most sneakerheads even keep their sneakers in a box to increase their value since sneakers lose a lot of value the moment you put them on.
Sneaker culture isn’t just all about Air Jordans. Nike has also put out other legendary sneakers such as the Dunk, which was released in 1985. The Dunk started off as a high-top basketball sneaker, but skaters fell in love with the shoe, leading it to become more common for them to wear. In 1999, Nike then introduced the Dunk Low. Dunks were becoming a trend and hot topic in sneaker culture. Other brands like Adidas and Converse are also a part of sneaker culture, along with many other brands.
Sneaker collaborations are also a big part of sneaker culture, having music artists and sports players collaborate with each other and with other brands. Travis Scott’s collaboration with Nike, Kanye West’s collaboration with Adidas, and Dior’s collaboration with Converse and the Air Jordan were really big hits in the sneakerhead community.
Not only is Sneaker Culture influenced by basketball player Michael Jordan, it is also influenced by hip-hop culture, which is a subculture of Black culture. All of these are part of the Black culture umbrella, which most people nowadays fail to give credit to.
If you would like to learn more about sneakers, the Sneaker Club at Franklin is a great resource. The president of the sneaker club, Viviana Leon (12) said, “I just want to create a community for people who like shoes and to get together [with people who] have a shared interest.” Leon also adds that, “Our goal is to teach others about sneakers and to inform people about different kinds of shoes and pricing and how to legit check (legit checking means how to tell if the shoes are real).” You can find the Sneaker Club in room M-177 after school on Tuesdays. You can also find them on Instagram at @fhs.snkrsclub.
