If The Shoe Fits, Design It: Music Artists & Sneakerheads
January 16, 2019
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In today’s fashion era, top sports brands have started to branch out from their traditional setting. Rather than simply creating a shoe best tailored to athletic performance, they are shifting gears to a more stylish and marketable approach.
Story by Thomas Galindo
Illustration by Jasmy Liu
For brands such as Nike, PUMA and Adidas to accomplish this, they have turned to some of the most notable icons in pop culture: music artists. Rappers and pop singers alike have a foothold in the “kicks” culture, and this is a two-way street. If you have listened to any hip-hop at all this year, it’s hard to find a song where the artist doesn’t reference fashion. When an artist has a shoe deal, their audience can have a direct look at the artist’s personal aesthetic and style. The sneaker embodies the artist’s creativity, and their music lets the would know how important their wardrobe is to them.
Adidas Yeezy Boost 700 | Photo courtesy of Sneaker Bar Detroit
Nike Cortez Kenny 1 | Photo courtesy of @kendricklamar on Instagram
PUMA x Fenty Avid | Photo courtesy of Highsnobiety
PUMA Clyde Court | Photo courtesy of ESPN
Nike Air Jordan IV ‘Cactus Jack’ | Photo courtesy of Sneaker News
Reebok Rapide | Photo courtesy of Variety
Artists and sneaker brands are simply a marketing match made in heaven. Fans can directly show support for their favorite artists by wearing merch, and a stylish shoe with their idol’s signature is a perfect way to display that fandom. The bigger the artist, the more notable the shoe will be, which is what entices these brands to join in on the trend.
As rappers compete lyrically with each other in song, you can find them referencing the popularity of their shoes as another form of competition. For instance, in Kanye West’s track titled “FACTS”, he demonstrated the competition between Nike and Adidas by saying, “Nike, Nike treat employees just like slaves, Gave Lebron a billi’ not to run away.” In rap hit, SICKO MODE by Travis Scott, featured artist Drake proclaimed “checks (Nike) over stripes (Adidas).” It’s evident that sneakers mean a lot to music artists, and promoting them in their songs is the best way to influence sneakerheads to participate in the trend.