Sneakers are the strongest accessory of the moment, and global sales data confirms it. According to a study by Euromonitor International, a market research company, in the last 4 years, the market for what were once called sneakers has grown globally by 50%. The category includes not only proper sports shoes, but all footwear that in some way is inspired by the active world. There are many iconic pieces born in recent years, all characterized by a highly recognizable design. The chunky soles and sock-like uppers of Balenciaga have already made their mark in history, as well as the hyper-decorative style of Gucci or the logo mania of Valentino and Dior; not to mention the phenomenon of Off-White with designer Virgil Abloh, whose influential urban perspective earned him the creative direction at Louis Vuitton.

Undeniably, from an essential and functional wardrobe staple without much aesthetic research, sneakers have become objects of cult and status symbols. However, the real phenomenon over the past two years has been collaborations. Particularly noteworthy are the collaborations between Nike and adidas with designers, whose niche distributions fuel desire. In terms of creative partnerships, adidas is an absolute pioneer; its first collaboration with a designer, Yohji Yamamoto, dates back to 2002 with the creation of the brand Y-3. The latest sensational news is the collaboration with Prada: revealed with an image of a simple bag from the fashion house containing two boxes of the German sportswear giant, it has already piqued everyone’s curiosity. The debut, which revisits iconic archival inspirations of both brands, is expected in December, and there are already those eagerly counting down. The sneakers resulting from special collaborations are sold out even before they hit stores, especially when influential Asian brands like Sacai or Undercover are involved. In some cases, their launch even resembles a form of entertainment. The Milanese boutique Antonia has even established an online lottery to decide who gets certain special models, which are released in limited drops. Every time, unbelievably, they receive 50,000 request emails. “There is no iconic accessory, neither bags nor backpacks, that can compete with them at this moment – explains Maurizio Purificato, co-owner of Antonia – It is a phenomenon of immense scope and there are no signs of slowdown, precisely because it appeals to every generation.”

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