The Kicks You Wear, Vol. 238 — 🐕 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.
You’re in for an absolutely amazing weekend, I bet. Fall is coming soon. Any pairs y’all are looking forward to? Let me know in the comments.
Alright, let’s jump in.
Being at the bottom can be a win, too
A few years ago if you weren’t Nike or Adidas, you weren’t relevant in the sneaker world. Today, that couldn’t 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, Hoka’s sales skyrocketed in Q1 by 55%. On’s jumped by 68% year over year.
But it doesn’t 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. That’s 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. That’s the only way those numbers could be so big.
So the question is…why is this happening now? What’s ginning up people’s interests in these formerly obscure brands? There is a handful of contributing factors.
Styles are changing. We’re seeing new fashion trends emerge as we dive further into the 2020s. 90’s fashion, gorpcore and trail vibes, cozy wear. These brands can fit snuggly into those categories.
We’re also seeing new stars emerge in pop culture. LaMelo Ball, for example, was the biggest driver in Puma’s StockX rise, according to the data.
Also, don’t forget: The brands that we’ve loved for years have shown chinks in their armor. Nike’s SNKRS app and Adidas’ Confirmed have people angry regularly. There’s growing frustration because of how difficult their products are to get.
On Nike’s 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. That’s an overall good thing for the sneaker world — the more competition, the better.
But keep in mind: As these brands continue to grow, it’s always good to have perspective.
They’ve got a long way to go to catch up to the big wigs.
Ann Hebert BYKE…at Allbirds tho
Remember Ann Hebert? The former Vice President of Nike North America whose son’s resale business cost her her job last year? She’s in the shoe biz again.
She’s back: Ann Freeman — formerly known as Ann Hebert — is the newest member of Allbirds’ board of directors.
The sneaker internet’s favorite sock slanging sleuth, Sockjig, pointed out Ann Freeman as Ann Hebert after Footwear News’ 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 we’re 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 isn’t 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. That’s valuable anywhere.
Of course, that information probably doesn’t 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. It’s called the Kyrie 8. Here’s a look.
If you’re confused, don’t 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 year’s Kyrie shoe came with a lot of controversy.
First, he actually called the shoe bad. Like, literally called it trash.
There’s 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 Irving’s renamed sneaker remains to be seen. Your guess is as good as mine.
It’s a mystery — much like everything else when it comes to the Nets’ point guard. Good luck this year, Brooklyn.
My latest obsession: SOCKS!
Socks are really important, y’all. 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.
That’s why I need to find some. My current socks are fine, but they’re just fine. I’ve got your regular Nike, Adidas and New Balance joints. But I need to upgrade. I’ve been struggling, though. Here’s why.
I don’t want to pay $14 for one pair of socks. That seems pretty ridiculous.
I also don’t want to pay $12 for a pack of socks that stretch out after two wears. That’s also ridiculous.
I don’t want socks with wild patterns on them either. Just regular, plain colored socks. That’s all I ask.
I’ve found a few prospective sock brands that might work, but I’ll research it over the weekend and get back to you. If you have any recs, definitely throw them my way.
On last week’s obsession: Got ‘em.
#TheKicksWeWear
Y’ALL 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 ain’t 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, y’all. 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 Y’ALL. WHAT A FLEX.
Flyest community out. Don’t let anybody tell y’all anything different.
Thank you so much for rocking with me today, fam. I appreciate you. Y’all are the best. Let’s do it again Monday.
Til then. Peace and love. Be easy, be safe, be kind. And we out.
-Sykes 💯
Re: socks - I only rock understated-ish black ones buttttttt if you’re 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.)