Sneaker Culture Gets Collaborative

It seems as though there's a new sneaker collaboration hitting shelves every week. License Global takes a look at the state of sneaker sales overall and how brands are making these collaborations work.
Barbara Smith

May 12, 2022

A pair of white Club C 85's from Reebok.
A pair of white Club C 85's from Reebok.Reebok

Sneaker culture has exploded in recent years. While the reasons why can be attributed to several things (the COVID-19 pandemic lead consumers toward comfort when shopping, the rising prominence of Black culture in mainstream fashion, among others) the end result is the same: an uptick in interest in sneaker culture. According to NPD, year-over-year

Q4 revenue grew for athletic shoes

(running shoes and other shoes intended for physical activities), and sales also saw an increase as well. Nike sold nine of the top ten athletic sneakers (sneakers intended for leisure) in 2021. For footwear sales overall, sales hit $100 billion, according to a report by

Footwear Distributors and Retailers of America in Footwear News

Sneakers are big business. In February, Authentic Brands Group announced a

new and enhanced partnership

with Foot Locker for the Reebok brand within the U.S. Through this agreement, Foot Locker and its brands will deepen their assortment with Reebok and will exclusively carry select

Reebok footwear models for men, women and kids in its company-owned stores and complementary e-commerce websites in the U.S. This includes basketball footwear and collections including styles from basketball players Allen Iverson and Shaquille O'Neal in the U.S. Foot Locker will work with Reebok Design Group, the global brand hub for design, development and innovation, and the supplier of core product categories. Foot Locker anticipates the rollout of an expanded Reebok assortment across its various banners to begin in the fall. 

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