SNEAKER INFO Vol.1
Sneaker situation in 2021.

Kunii:For the sake of clarity, I will venture to speak from the 70's. First, the 70's saw the birth of sneakers that are still being reissued and released today. In the 80's, the Golden Era, the prototype of today's sneaker scene, was formed, and the cushioning competition intensified. In the 90's, a wave of technology arrived in the upper, and models that fit a wider range of fields, including not only sports but also outdoor activities, began to appear in many cases. Furthermore, from the late 1990s, lifestyle-oriented brands and models were released, and through the 2000s, there was a rush of collaborations. It was a time when a business model was established in which sneaker stores, apparel brands, artists, and various other people collaborated to create new sneakers.

Kunii:Until the mid-1990s, shoe designers also designed functionality, but since the 2000s, the role has been subdivided and the method of production has changed completely, with technology being developed separately for technology and designing to make the most of it. This is why I think that the development of functions and materials has advanced at a dash. Also, models that use electricity, such as Nike's "Adapt," and models that are not purely for competitions have increased due to the diversification of lifestyles.

Kunii:Digital technology has grown at a tremendous pace, and at the same time, lifestyles have changed dramatically. The boundaries between everything have become blurred. In the past, you had to go to a store to find out if they even had the product in stock. But now, it's almost all done online. Of course, both are real, but now there are a certain number of people who buy sneakers not to wear, but to invest in them. You could call it a new business model.... . Personally, I think sneakers should be worn.

Kunii:The major trend is court shoes. Of course, there are tons of recommendations, but for this article, we have chosen a few for ease of understanding. Nike's Air Force 1, Adidas' Forum, Puma's Suede, New Balance's 550, and finally, although not court shoes, Ag's Westsider Low Weather.

Kunii:Sneakerheads and fashion freaks alike have been looking in the same direction for the past few years. For example, there has been a recent trend of crossover between the two extremes of fashion and sports, luxury and street fashion. We even collaborated with Givenchy. However, since last year, I feel that we are gradually returning to our original position.

Kunii:. Items that give a sense of the brand's identity, or timeless models. Last year, New Balance's "992" was a good example. The "2002R," released in the latter half of the year, also sold at a tremendous rate. In short, I think that customers' tastes have shifted to something that fits in with their feet rather than something that makes their feet stand out. In fact, the best-selling pair during the last year was the white-on-white low-cut "Air Force 1" by Nike.

Kunii:There is even a brand called "Foxtrot Uniform," which recreates the tan shoelaces seen on '80s bashes. So, to put it another way, there is a trend among young people, especially in Generation Z, to buy what everyone else is following, but to DIY it to incorporate it into their own style. They want what they want no matter how much they pay for it, and they don't want what they don't need no matter how cheap it is.

Kunii:Yes . I think that the ones that have a clear reason to buy them will sell. However, it is not the store's role to push the same things within a set timeline, but rather to provide users with new options. In the Corona Disaster, the number of people who shop digitally is expected to increase, so it is up to the stores to decide how to communicate their message. I think this will change the mood and the flow of the market.