Sneaker trends don’t just appear by chance. They’re often the result of meticulous marketing orchestration, where brands, celebrities, and influencers use social media to dictate what will be coveted tomorrow, turning sneakers into highly desired objects. But who actually sets the trends first? What role does each player really have? And are there other sneaker trendsetters out there? Let’s break it down in this article!
Celebrities: Powerful ambassadors of sneaker trends
Stars have always played a major role in triggering fashion trends and sneakers are no exception. For years, influential celebrities like Rihanna, Kanye West, and Travis Scott have turned specific sneaker models into coveted must-haves.
Take the Yeezys for example, designed by Kanye West in collaboration with Adidas or Rihanna’s Puma Fenty line, known for its standout models featuring the brand’s signature fold-over tongue.
Beyond exclusive collaborations, celebrities also have an immediate and direct influence simply by being seen wearing new sneaker models. In 2023, for instance, Rihanna gave massive visibility to a little-known French brand, Salomon, by wearing a pair from the MM6 Maison Margiela x Salomon collaboration during the Super Bowl. In no time, that pair of sneakers became the most desirable of the moment.
Influencers: A powerful force driving sneaker trends
A new player has recently emerged among the trendsetters in the sneaker world: influencers or content creators. What sets them apart? They connect directly with their communities through social media platforms such as Instagram, TikTok, and YouTube, to name a few. More accessible and relatable than global celebrities, influencers are able to spark trends and spread them quickly.
Collaborations between sneaker brands and influencers are becoming increasingly common. Creators like Virgil Abloh, founder of the Off-White label, often partner with influencers to showcase exclusive collections through unboxing videos or photo shoots.
Beyond their undeniable influence, influencers also have the advantage of mastering social media and its algorithms. Responsive and creative, they produce content that aligns with brand expectations while engaging their audience. Moreover, just like celebrities, when major influencers wear their favorite sneakers, even outside of formal partnerships, those models can instantly become more desirable and sought-after by their followers.
Social media: A catalyst for trends
Whether it’s Facebook, Instagram, TikTok or YouTube, social media has become a strategic space where brands, celebrities, and influencers share their personal favourites, new collections, or exclusive collaborations. Instagram stands out as one of the most powerful platforms when it comes to sneaker trends. It hosts thousands of sneaker-focused accounts that closely monitor the latest releases and style movements. Dedicated sneaker hashtags allow enthusiasts to track new drops and share their own looks with a global community. TikTok also plays a key role in shaping sneaker trends, offering short, snappy video formats that are highly viral. From unboxings and live try-ons to buying tips, influencers harbor strong engagement with their followers, turning content into conversation.
Sneaker brands: Driving forces behind the trends
Sneaker brands like Nike, Adidas, Puma, Reebok, New Balance, and Vans aren’t just designing shoes: they’ve become powerful trendsetters in their own right. Their sharp marketing strategies include high-profile collaborations with celebrities, artists, and influential designers, as well as exclusive events like pop-up stores. But that’s not all. These brands also have the power to shape trends by aligning them with current environmental and societal concerns. Some are now embracing innovative technologies to improve the durability of their sneakers and reduce their environmental footprint.
Independent designers: At the source of groundbreaking trends
Often overlooked or even ignored, independent designers and creators are just as influential as the other key players when it comes to launching sneaker trends. Talented, creative, and often visionary, they bring forward bold, groundbreaking, and sometimes experimental designs that stand out from the crowd. Platforms like Instagram and Etsy are among their favourites for gaining visibility. Daring, authentic, and unique, their creations can quickly catch the attention of sneaker enthusiasts and even influencers and celebrities. Fun fact: Virgil Abloh started out as an independent designer before collaborating with giants like Nike. In short, sneaker trends are the result of a collaborative dynamic involving several major forces: celebrities, influencers, social media, brands and let’s not forget independent creators.
