(Magazine) - As depicted in Ben Affleck's film Air, here's how Michael Jordan and Nike's iconic shoes - Air Jordans - turned sneaker culture into a $79 billion industry.
( Air Jordan 1 High OG 'Chicago Lost & Found' )
Sneakers have come a long way since they were first invented in 1860s England for the upper classes to play croquet and tennis. Long used for function rather than fashion, sneakers today contain a culture. As the Ben Affleck-starring film Air depicts, the emergence of sneaker culture can be traced back to Nike’s 1984 collaboration with basketball superstar Michael Jordan on their iconic Air Jordans. The film is a story about sneakers and sneakerheads.
Air Jordans and the Rise of Sneaker Culture
Most sneakerheads credit the birth of their culture to the rise of athletic shoes worn by athletes in the late 70s and early 80s. Converse's Chuck Taylor All-Stars dominated basketball courts for decades, and brands like Puma and Adidas began to join in, making the field even more exciting.
(MJ wearing Air Jordan 1s in a Washington Bullets game in November 1985)
(Member of rap group Run-DMC and Adidas Superstar shoes)
What really turned sneaker culture into a phenomenon was the release of the Air Jordan 1 by Nike in 1985. In 1984, Michael Jordan - a talented rookie who had never played professionally - signed a $2.5 million endorsement deal with Nike for 5 years and truly changed sneaker culture.
Sneaker culture also began to spread beyond the basketball court when influential hip-hop group Run-DMC released the single “My Adidas” in 1986. It earned the group their first endorsement deal with the brand. Soon after, Kurt Cobain of grunge band Nirvana made Converse a symbol of rebellion and youth.
(Skateboarder wearing Vans Sk8-Hi shoes at Venice Beach. These iconic Vans have been a favorite of the skateboarding community since they debuted in 1978)
(Muslims and sneakers) gather at Brixton Mosque for Friday prayers)
When sneakers truly become an icon
As sneakers became more popular, footwear companies collaborated with celebrities and luxury brands and released limited edition shoes. Rare sneakers were sought after by sneakerheads and the sneaker market flourished.
Artists like Rihanna, Travis Scott, and Kanye West have been instrumental in spreading sneaker culture for nearly a decade through their iconic brand collaborations.
(Tibetan Buddhist monks with colorful sneakers with worn soles)
In mid-2010, sneakers became a literal fashion statement, as Drake commissioned a pair of one-of-a-kind Air Jordans encased in solid 24-karat gold. The $2.1 million sneakers were estimated to weigh 50 pounds each.
(Drake's 24-carat solid gold sneakers)
What is sneaker culture really?
Decades after their first introduction to the fashion industry, sneakers are finally being recognized as a part of human cultural heritage, especially the way people of color have shaped that heritage. Of course, Michael Jordan is one of them. Today, more than 100 million pairs of Air Jordan 1s have been sold worldwide. In April 2023, the shoes worn by Jordan during his final NBA season sold for $2.2 million, becoming the most expensive pair of sneakers ever sold at auction.
(Fabo Nguyen shares about his passion for sports shoes)
But the sneaker market is still very much in disarray, with only 5% of sneaker retailers in the United States being people of color. Allen-Lord said sneaker culture has also allowed her to “create space and opportunity for creative people, especially women, to come into the sneaker industry.” And the more people who participate, the richer the story around sneakers becomes.
With a new and bold reception among young people, “ground culture” has had the opportunity to land in Vietnam, quickly becoming a trend and being welcomed by young people. Communities and groups dedicated to sneaker lovers have been established, creating a healthy playground for young people. In the future, The Lucky Star is sure that this culture will develop even more strongly.
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