The Kicks You Wear, Vol. 238 โ ๐ The underdogs are barking in sneakers
Why the obscure brands are winning now more than ever in sneakers
Gooooood morning, folks! Welcome back to the Kicks You Wear. Thank you so much for rocking with me today. Appreciate you, as always.
Youโre in for an absolutely amazing weekend, I bet. Fall is coming soon. Any pairs yโall are looking forward to? Let me know in the comments.
Alright, letโs jump in.
Being at the bottom can be a win, too
A few years ago if you werenโt Nike or Adidas, you werenโt relevant in the sneaker world. Today, that couldnโt be further from the truth.
Obscurity is winning: Brands that were once considered niche are riding massive tailwinds when it comes to the mindshare of the consumer these days.
Brands like New Balance Under Armour and Puma have moved from niche, regional spaces fully into the mainstream.
Brands like Hoka One One, On and Salomon have skyrocketed from obscure to niche and are still climbing.
The details: We can see it in the numbers.
For example, Hokaโs sales skyrocketed in Q1 by 55%. Onโs jumped by 68% year over year.
But it doesnโt stop there. These brands are generating hype. StockX recently released data revealing Hoka as the biggest riser in terms of trade growth year over year with a 3,606% increase. Thatโs massive.
Puma followed it at 2nd with a 415% boost. New Balance and Under Armour saw 200% and 142% increases, respectively.
What those numbers say: Not only does this data show us consumers are invested in these brands now, but these massive jumps also tell us they absolutely were not interested before. Thatโs the only way those numbers could be so big.
So the question isโฆwhy is this happening now? Whatโs ginning up peopleโs interests in these formerly obscure brands? There is a handful of contributing factors.
Styles are changing. Weโre seeing new fashion trends emerge as we dive further into the 2020s. 90โs fashion, gorpcore and trail vibes, cozy wear. These brands can fit snuggly into those categories.
Weโre also seeing new stars emerge in pop culture. LaMelo Ball, for example, was the biggest driver in Pumaโs StockX rise, according to the data.
Also, donโt forget: The brands that weโve loved for years have shown chinks in their armor. Nikeโs SNKRS app and Adidasโ Confirmed have people angry regularly. Thereโs growing frustration because of how difficult their products are to get.
On Nikeโs end, executives at the brand reportedly admitted this back in October of 2021.
Add all that together, you get a rising tide that lifts alternatives into the big picture. Thatโs an overall good thing for the sneaker world โ the more competition, the better.
But keep in mind: As these brands continue to grow, itโs always good to have perspective.
Theyโve got a long way to go to catch up to the big wigs.
Ann Hebert BYKEโฆat Allbirds tho
Remember Ann Hebert? The former Vice President of Nike North America whose sonโs resale business cost her her job last year? Sheโs in the shoe biz again.
Sheโs back: Ann Freeman โ formerly known as Ann Hebert โ is the newest member of Allbirdsโ board of directors.
The sneaker internetโs favorite sock slanging sleuth, Sockjig, pointed out Ann Freeman as Ann Hebert after Footwear Newsโ Shoshy Ciment revealed her new position at Allbirds.
This is pretty wild: To see Freeman back in such a powerful position with a footwear company so soon is shocking. Yes, time heals all. But weโre just a year and some change from her losing her job at Nike behind a scandal.
Be smart: It makes sense that Allbirds would take a chance on her.
This isnโt Nike. Allbirds is a relatively young footwear company still on the rise with a particular audience anchored down in the tech world.
Despite her inglorious exit, Hebert is still a former Nike executive with years of experience. Thatโs valuable anywhere.
Of course, that information probably doesnโt comfort you if you had any concerns with her past. But still, take solace in the fact that nobody wants Allbirds bad enough for them to be botted to hell and back.
When did Nike change the name of the Kyrie 8?
Kyrie Irving just debuted his new signature sneaker in a pickup run this week. Itโs called the Kyrie 8. Hereโs a look.
If youโre confused, donโt be. Yes, this is the 8 according to Kyrie Irving. The joints we got last year are apparently called the Kyrie Infinity.
Honestly, I have no idea when this happened or why, honestly. But we do know last yearโs Kyrie shoe came with a lot of controversy.
First, he actually called the shoe bad. Like, literally called it trash.
Thereโs also talk of Irving losing his signature line soon because of his lack of availability on the court.
Whether any of that has to do with Irvingโs renamed sneaker remains to be seen. Your guess is as good as mine.
Itโs a mystery โ much like everything else when it comes to the Netsโ point guard. Good luck this year, Brooklyn.
My latest obsession: SOCKS!
Socks are really important, yโall. Not only when it comes to comfort, but also when it comes to aesthetics. They can make or break a sneaker or an entire fit.
Thatโs why I need to find some. My current socks are fine, but theyโre just fine. Iโve got your regular Nike, Adidas and New Balance joints. But I need to upgrade. Iโve been struggling, though. Hereโs why.
I donโt want to pay $14 for one pair of socks. That seems pretty ridiculous.
I also donโt want to pay $12 for a pack of socks that stretch out after two wears. Thatโs also ridiculous.
I donโt want socks with wild patterns on them either. Just regular, plain colored socks. Thatโs all I ask.
Iโve found a few prospective sock brands that might work, but Iโll research it over the weekend and get back to you. If you have any recs, definitely throw them my way.
On last weekโs obsession: Got โem.
#TheKicksWeWear
YโALL KNOW THE VIBES
First, the homie Shep popped out in these Electric Green foams. Gorgeous.
The homie Nate popped out in these Ewings and I think this is a first for KYW??? So fire, man. Underrated brand.
The homie Rick Dubb stunted on us with the OG Orlando Pennys. Social Status joints were great but ainโt nothing like these, man.
Lots of A Ma Maniere love starting with my dog Rube coming through in the 2s.
Then the homie Nic popped out wearing the 1s and these joints are so sweet. Obviously.
MY WIFE came through with her first pair of High Top Dunks. She pressed, yโall. Super pressed. I love it.
The homie Trudy popped out in something boring (allegedly.) That was the biggest lie Tom Sachs ever told us.
Then the homie Stas sent us home with the CONCORDS. THE CONCORDS YโALL. WHAT A FLEX.
Flyest community out. Donโt let anybody tell yโall anything different.
Thank you so much for rocking with me today, fam. I appreciate you. Yโall are the best. Letโs do it again Monday.
Til then. Peace and love. Be easy, be safe, be kind. And we out.
-Sykes ๐ฏ
Re: socks - I only rock understated-ish black ones buttttttt if youโre looking: Deuce brand makes some cool crew and quarter socks, I also like the old British tennis brand type stuff (Ellesse, Diadora, etc), or some of the modern golf brands (Eastside, Malbon, etc.)