In the 1980s, as the Adidas Superstar gradually faded from the competitive sporting arena, it evolved into a beloved vintage silhouette. In 1986, the pioneering hip-hop group Run DMC collaborated with Adidas, releasing the iconic track "My Adidas" and ushering in a new era of wearing the Superstar with the laces untied. This defiant fashion statement effectively countered the external perceptions of the shoe as being associated with "prison inmates."

"When the song 'My Adidas' resonated through the crowd in 1986, Adidas executives witnessed the audience enthusiastically holding up their Adidas sneakers. This pivotal moment ultimately paved the way for the first-ever $1 million endorsement deal between the hip-hop world and a major brand." - TRAPITAL

Travis Scott's collaboration with Nike has catapulted the Jordan 1 into the stratosphere of coveted sneaker culture. His unique take on the iconic silhouette, featuring a distinctive reverse Swoosh design and premium leather materials, not only showcases his distinctive perspective on shoe design and innovative capabilities but also reflects his deep-rooted connection to his hometown culture and music.

According to data from the US sneaker trading platform Stock X, the resale price of this shoe is close to $1,500, 757% higher than the original price of $175. In 2019, it was ranked first among the "Top 5 Most Valuable Sneakers" by the Stock X platform.

"Travis Scott consistently reintroduces classic and popular sneakers, which not only helps a new generation of sneaker lovers understand the history but also allows older sneaker aficionados to revisit the classics. His love and reverence for the sneaker industry have earned him a legion of loyal followers. As a result, Scott has redesigned some of the most iconic shoes in Nike's history: Air Force 1, Jordan 1, Jordan 4, Jordan 6, and the latest dunk."

London-based Wales Bonner first launched its collaboration with Adidas in 2020 with a collection of ready-to-wear that melded Grace Wales Bonner’s Caribbean heritage and tailoring influences with the sportswear giant’s codes.

Bonner’s take resonated with the fashion community, and they subsequently sold out, eventually landing on resale platforms like GOAT with four-figure markups. Alongside the Samba, which Wales Bonner helped to revive, contributed to a higher than average €5.5 billion revenue in the first quarter of 2024.

The ongoing partnership has helped her reach a global audience that might have been unfamiliar with her work. According to Anita Balchandani, senior partner of McKinsey “For both parties, it’s about a new customer group”. But, beyond sell-out takes on classic trainers, there is an appeal that exists outside products, where the cultural relevance of the collaboration is reflected through-in-depth storytelling, a lasting marker of the collaboration.

The collaboration draws inspiration from Adidas’ archives and vintage sportswear references, while mixing them with Sporty & Rich’s ethos of rest and replenishment. Sporty & Rich’s founder Emily Oberg looked to ‘80s Adidas campaigns to influence her design process. The brand has gone from an aspirational Instagram account to an athleisure label collaborating with the likes of Adidas.

“Working with Adidas proved very seamless,” Oberg said. “I was surprised they were even interested in working with me at first, but I’m glad they were. A lot of big brands often have so much red tape to go through, but they are an easygoing company. They loved what we do at Sporty & Rich, so they trusted what we were going to design and gave us total creative freedom.”

The collaborative relationship between ASICS and Kiko Kostadinov as whole is one of the few examples of a sneaker company working with a fashion designer on new performance silhouettes instead of retro shoes. After proving himself with several re-interpretations and hybrid constructions, ASICS went all in with Kiko Kostadinov. They allowed him to work on his own unique performance model and sole unit as the first outside designer ever.

Kostadinov says the collaborations are compelling because they offer conceptual ideas in a more mass framework. He also notes that having staggered release dates between the Asics collaboration and his main brand helps to bring energy and attract different customers at different times throughout the year.

He stated that “We will act as curators within the ASICS company. The products, in the end, will very much be considered outside the fashion system and how they can reach as many people as possible; stripping away exclusivity and hype around certain releases.” The Kiko Kostadinov x Asics releases have proven to be holy grails for a small but growing cult of fashion freaks – including Kanye West.

Sneakerhead Salty Egg mentioned that “Collaborations can help sneaker brands reach new audiences and markets by fusing different worlds and cultures together. When a brand partners with a designer, artist, or another brand, it can introduce their sneakers to people who may not have been previously interested in the classic styles.”

It all started when Nike invited 12 creatives to work on the future of Air Max. They all created a new design for Air Max Day 2018 and the public had the chance to vote for their favourite design to release. Sean Wotherspoon was the one and only winner, the rest is history.

It’s the first time a brand like Nike collaborates with an independent artist, the outcome is more sought after by the sneaker community because it’s something new. Drew Haines, merchandising director for sneakers and collectibles at online marketplace Stock X says “The big brands work with a designer or an artist to release a very limited collab so that it sells out, and then that creates a secondary market demands, where our platform works.” This paved the way for many other Nike collaborations to do the same thing in the near future.

The collaboration was Sean Wotherspoon’s gateway into a higher level as a fashion designer in the sneaker industry. He was already known for his sneaker boutique business and his identity as a fashion designer, but the hype of the Air Max 1/97 collab elevated him to another level where he has the opportunity to work with many major retailers. The resale value for the $160 sneaker has skyrocketed to over a thousand dollars in every size on Stock X.