From the explosion of "sneaker culture" to the present, the status of sneakers in the trend is increasing. The situation of the two dominant companies in the shoe circle Adinek has also been broken by the rise of various so-called "niche" brands.
With a keen sense of smell, major fashion brands perceive the Z era's preference for sneakers, and have joined the battle for the huge cake of "sports fashion".
In 2022, as the co-brand of sneakers, I chatted with other people in the bee tide editorial department about the shoes that ta are most concerned about in recent times.
GOGO: Since we talk about the joint name, it is better to talk about the salomon brand than shoes. Because his presence has been too strong lately. The replica of ACS Pro Advanced is simply grown on my aesthetic. On the side of the shoe like a fishbone, I said that this is a scientific and technological aesthetic that spans 22 years, and you should have no opinion.
EYEE: It's true that salomon can reproduce this pair of old shoes from the Adi period in 2000 that people didn't expect, but we are talking about the joint name today, so let's talk more about the recent joint name.
GOGO: No one would ignore the green on the MM6 Maison Margiela runway, and from the first moment I saw it, I knew it was a shoe I couldn't buy or couldn't afford.
GOGO: CDG's joint name is also considered to be decent, using the Alpine Mid and Cross two shoe types as a model, supplemented by CDG's consistently good sense of function, the advantages of these two shoe types to the extreme. But despite the industry's high opinion of those two pairs of shoes, I still don't like them very much, because they don't look "mountain".
EYEE: When it comes to "mountain", what do you say about the palace wave? (Deliberately looking for stubble)
GOGO: I know you're going to say this, pure commercial co-branding is nothing to say, how hot XT-6 is, I believe I don't need to say more, everyone knows, change a few out-of-the-box colors to show the street kernel, I think it's quite boring. On the contrary, the recent niche brand GR10K co-brand I quite like, milky white pair is really a small fresh hiking boots. GR10K also has eco-friendly fabrics to do endorsement, and outdoor elements are very towering.
EYEE: Has the co-branding of 11BYBBS been noticed?
GOGO: You mean those slippers? It feels quite nonsense, but after all, it is dark and windy, so it is also a past. Or the 19-year-old double synonymaniac.
GOGO: I also heard that Archaeopteryx is also going to be co-branded with salomon, which is really looking forward to it!
PS: When we talked, we invariably forgot about Carhartt's co-brand.
Zheng: I always feel that the shoe circle is a bit biased against the category of "sandals", but in recent years, hoka one one is still quite popular, and I also bought a pair of them last year.
EYEE: Hoka's sandals are quite popular in the camping circle
Zheng: Yes, in the summer, in terms of shoe choices, either accept the setting that is hot no matter what you wear and continue to wear basketball shoes, or it is a boring choice of canvas shoes or yeezy, so I think wearing sandals is quite interesting. Especially when you wear a pair of sandals and rub shoulders with people wearing bulky basketball shoes, there is still a sense of superiority in your heart. Believe me, summer is coming and you need a pair of sandals.
EYEE: Am I cooler than you? I understand you.
zheng: That's right! So I've also paid extra attention to sandals this year, and when I saw the sequel to Maison Margiela and Reebok, I put it on the list of shoes that must be included this summer.
EYEE: Ah this... Is it really reasonable to spend 5,000 yuan on a pair of Reebok?
zheng: Of course, I didn't buy it at the original price! The solid color version I entered in the secondary market is only about 1500 pieces. 1500 can unlock the Margiela or is the split-toe shoe not fragrant?
EYEE: But Reebok's club c is even in its early 100s!
zheng: If you are too entangled in the price, it is not interesting, but when it comes to club c, I like bape's recent joint club c, bape put the star logo on his shoes on this pair of shoes!
EYEE: I think it's just a pair of ordinary little white shoes.
Zheng: It's still quite interesting to think about this pair of shoes, as we all know, bape sta is a spoof nike, then this star logo is actually Nike's swoosh, and reebok recently belonged to adidas, so club c with the bape sta logo feels a kind of bad taste of printing the nike logo on Adi's shoes.
EYEE: Well, I still don't understand.
4KKKK: I think there have been too many joint names in South Korea recently, and the big guy like G-DRAGON will not talk about it.
PEACEMINUSONE x Nike Kwondo 1（2021）
4KKKK: It feels like the recentsisneverthat inexplicably caught fire, and then various co-titles burst out.
Thisisneverthat is a co-brand with hoka one; Crocs; converse; new balance, respectively
4KKKK: New Balance, ASICS, and reebok have targeted the Korean market. Even the lesser Juun. J and KANGHYUK can all be co-branded.
Juun.J x Reebok Pump Omni Zone II（2021）
KANGHYUK x Reebok Classic Leather（2022）
4KKKK: But after all, I am still a bit patriotic, so in order to fight the K-pop, I decided to recommend the new national idol Gu Ailing to receive the same prize shoes.
EYEE: Hualiu is the most dick, but is this pair of winning shoes a joint name?
4KKKK: If you say it hard, it's also a commemorative edition. But aside from the previous speech on the line, this pair of winning shoes is really the most satisfactory pair of shoes received so far in 2022. The body of the shoe is inspired by the Hanfu, coupled with the strap system at the heel, which integrates tradition and technology, and the key is that there is also the word CHINA on the tongue, forcing the grid to be directly full.
4KKKK: Anta has actually seen the development of these two years, there is Clay sitting on basketball shoes, and casual shoes have also had explosive items like daddy shoes in previous years. But the industry's evaluation of domestic sneakers is to de-logo, as long as the logo is smaller, the shoes look better.
EYEE: Indeed, everyone is still more sensitive to the logo of domestic sports brands.
4KKKK: This pair of award shoes is different, the pure white shoes have only one logo on the body, and they are still in the center of the shoes. I didn't think that the big logo made the shoes look down, but I thought it was a bit good-looking.
EYEE: After all, there is a glory buff, and wearing the medal shoes is equivalent to winning the prize yourself.
Through the conversation with the three editors, it is not difficult to see that the "sneaker culture" has developed so far, from the initial flat aesthetic to the current hundreds of companies, the meaning of the joint name for the players seems to be less important.
Whether it is the pursuit of the outdoors in the mountains, or the search for interesting wearing ideas, or the love of the meaning of the shoes themselves, the joint name should never be a tool for money, but should provide a choice for the majority of players.
But if the player becomes a businessman and the meaning of wearing is infinitely reduced, then you and I are all leeks under the joint name.
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