Chapter 1: How Collaboration Brings Back Hype for Sneaker Models

Hype in sneaker culture is out of control. The new age of sneaker consumers has been bred to respond to hype and only hype. As one well-respected sneakerhead, Salty Egg so eloquently articulated, “As a sneakerhead, I naturally pursue all different kinds of styles - limited editions, collaborations, nice-looking ones, even not-so-nice ones. The most important thing is that they have a story and are of a rare degree of exclusivity.”

To some, if a sneaker isn’t the most limited release of the week, or if it isn’t designed in collaboration with whatever brand, designer, or celeb that is the hottest right now, many sneakerheads consider it not worth owning. So how do sneaker collaborations try to stay ahead?

Just like art, collaborations aim to shock and surprise. Read on as we delve into 4 pillars on how collaboration brings back hype for sneakers. Stay tuned for Chapter 2, launching in September.

In recent years, collaborative sneaker releases have become a prominent fashion trend among the youth. In her 2024 Hypebeast article “Is The Sneaker Industry Destined For Collapse”, Andrea pointed out that "Sneaker collaborations are not just products, but a form of culture."

The appeal of collaborative sneakers stems from the fact that they transcend mere footwear, serving as conduits of culture. Through these partnerships, the dynamic interplay and synthesis of brand cultures imbues each pair of sneakers with an unparalleled artistic quality. As stated in an article published on HYPEBEAST back in 2022, titled “Can collaborations with trending brands bring these “neglected” shoes back into the spotlight”, writer Jas shared his insights on this issue, saying that "These shoe models may have been shelved due to insufficient market response in their time, or neglected because they did not align with the prevailing trends of the era. However, through collaboration with buzzworthy brands, these sneakers that were once cast aside by the tides of time can now recapture the spotlight."

ADIDAS X CLOT

“The CLOT x adidas Gazelle collaboration is built upon the classic Gazelle silhouette. Inspired by the traditional Chinese ‘straw hat’, this collaborative sneaker features an overall ‘Halo Ivory’ colorway. While retaining the iconic Gazelle shape, it boldly incorporates the intricate Chinese straw weaving craft, seamlessly blending Eastern and Western cultural elements in its meticulously designed details.” - JUICE

Cecilie Bahnsen x Asics GT-2160 “Pink Trainers”

The collaboration between Copenhagen-based designer Cecilie Bahnsen and ASICS has once again sparked a wave of collision between vintage and modern aesthetics. The highlight of this partnership lies in the feminine reinterpretation of the classic GT-2160 running shoe. Cecilie Bahnsen has infused her signature romantic style into the design, imbuing the sneaker with a fresh new spirit. Featuring a Mary Jane-inspired silhouette, the shoe boasts a soft pink suede upper paired with a glossy heel, creating an elegant and alluring ambiance. It is worth noting that the

Cecilie Bahnsen official store sold out of the collaborative sneakers within just a few hours of the release, underscoring their immense popularity.

FDMTL x Vans

Image Courtesy of Saltyegg

Nowadays, a collaboration is less of an iykyk concept and more a part of an expanding brand identity, bringing two entities together to tap into their respectively unaware markets and audiences.

MM6 X Salomon

At the most anticipated sporting event on the planet – 2023’s Super Bowl halftime performance, Rihanna rocked a limited-edition pair of red Salomon Speedcross Low x Maison Margiela MM6 trial shoes, which helped raise the global visibility of Salomon. According to Salomon’s Global Brand Director, Benjamin Aiden, the company had no idea Rihanna would be wearing the brand during the halftime show – and they did not even know she wore Salomon shoes. “We did not reach out to her or give her a pair to wear”, said Aiden. “She must’ve bought them full price.”

Rihanna rocked a limited-edition pair of red Salomon Speedcross Low x Maison Margiela MM6 trial shoes, which helped raise the global visibility of Salomon.

BEN & JERRY’S x Nike SB Dunk Low “Chunky Dunky”

DIOR X AIR JORDAN 1

sacai x Nike

All four colourways – two LDWaffles, two Blazers – sold out instantly and swiftly appeared on the resell market, along with a marked-up price tag.

“When the original sacai x Nike LDWaffles released, it shook up the sneaker world,” says Finlay. It’s true. All four colourways – two LDWaffles, two Blazers – sold out instantly and swiftly appeared on the resell market, along with a marked-up price tag. Prices for Nike sacai shoes are rising overall, but the biggest gains have come from their Waffle releases.

According to Stock X, those original Nike sacai Waffle colorways debuted for around $375. By contrast, the second wave of Waffles began selling for between $450 and $575 the week of their release.

In an interview with Mr.Porter, Abe says that “sacai is rooted in collaboration and Nike fosters a culture of innovation,” “For the sacai x Nike LDWaffle reimagination, we initially worked with Fragment, CLOT and Undercover, three long-term friends of sacai’s who believe in the philosophy of collaboration.

Through their collaboration with Nike and reinvention of the Waffle silhouette, sacai has been elevated from an experimental Japanese fashion label to a legitimate power player in global sneaker culture. If sacai continues to run with this beloved model and succeeds in taking on new design challenges with untapped silhouettes, the sky is the limit for their legacy in the sneaker space.