What has 2024 Taught Us About Sneaker Trends for the Year So Far?
- William Borch
- Mar 13, 2024
- 6 min read
I can't quite believe we’re already halfway through March, seriously despite being a Leap Year, where did February go?
2024 has been an exciting year so far in sneakers, and we're only two and a bit months through! The trends we've seen emerge and solidify this year are a direct reflection of how rapidly this space continues to evolve and sneakers' place as canvases for designers to blend fashion, tech, and cultural statements into one package.
From the performance models melding high-fashion minimalism with cutting-edge materials to remastered classics full of nostalgia, 2024 is showing us that the only constant in sneaker culture this year is the breadth, variety, and diversity within the industry.
The trends we're about to dive into aren't just about looking good (though, clearly important too). We’re looking at insights into broader shifts around how we view fashion, self-expression, and what we value as consumers. The sneaker world acts as a cultural barometer, so I'm eager to dive into what 2024 has taught us so far.
High-Fashion Collaborations
Collaborations have long been a backbone of sneaker hype, but 2024 has seen a step back from the collabs with high-fashion brands as we’ve seen in recent years - e.g. the LV Air Forces, the Dior AJ1s, the Gucci Gazelles, etc…
On a personal level, I have mixed feelings about these high-fashion sneaker collabs. As a long-time sneakerhead, I’m drawn to heritage and brand authenticity, and at times it feels somewhat sacrilegious to have original models reworked by fashion labels that value exclusivity and typically target a different audience. At the same time, I can't deny the value of superior craftsmanship, materials, and performance, and in certain cases (e.g., the OFF-WHITE The TEN Collection), the artistry that goes into these designs.
Photo Source: Sotheby's
In a sense, it pushes sneakers closer to being recognized as luxury artifacts instead of just athletic footwear. This fusion of streetwear culture and haute couture has arguably opened up new avenues of expression, and creativity has been a cornerstone of sneaker culture since its inception.
However you feel about it, there's no denying that luxury fashion houses are here to stay when it comes to sneakers; the MM6 Maison Margiela x Salomon is a great recent example. This convergence is something we're going to be seeing for years to come, but I do wonder if we’re past the peak.
Function Meets Fashion - The Gore-Tex Invasion
This has been brewing for a little while, but I feel like in 2024, almost every other sneaker has been made with Gore-Tex tech. I think it’s fair to say that the full-scale invasion of Gore-Tex into mainstream sneaker lineups this year has taken place. The waterproof, breathable fabric has been around in hiking and outdoor gear forever, but this year in particular it has made a major splash in the lifestyle sneaker market.
Brands have been dropping Gore-Tex editions of some of their most popular models to give us weather protection without sacrificing style. One of the biggest releases so far was the Jjjjound x New Balance 2002R GORE-TEX® that dropped last month. Self-described to be “tooled to be accommodating to wintry urban demands”, this pack, featuring two colourways - a slate grey and a pine green - created an expected buzz on social and has held up on resell sites after retailing at $190 USD. Whilst not the be-all and end-all, resale price is at least an indicator of popularity…
Photo Source: Jjjjound
Another release of note was the Infrared Gore-Tex Air Max 90 that Nike dropped in January. Taking the most classic Air Max 90 colourway but giving it the GTX treatment made for a really intriguing drop, especially for someone like me who does not have a pair of OG Air Max 90 Infrareds.
Living between New York and London, I absolutely like the idea of a classic shoe that can hold up in the rain and snow…mind you…I haven’t copped yet… still kind of waiting for them to dip even lower in price….!
Photo Source: Nike
I think that’s more reflective though of where we are in sneakers in 2024 than the shoe itself…
But beyond the practical benefits, I think the rise of Gore-Tex sneakers speaks to a larger demand from consumers for footwear that blurs the lines between utility and fashion. Sure, these Gore-Tex shoes may not be as visually head-turning as some avant-garde designer models, but their widespread adoption reflects an industry responding to consumers' evolving needs and values.
I think people are really craving shoes that can do it all - look good for everyday wear but also stand up to the grind and elements of an active lifestyle. Consumers want performance and protection from their footwear but also don't want to sacrifice style to get it. Nailing that combination is the new goalpost for brands in the lifestyle sneaker space.
Innovation Rocks, but Jordan Brand’s Vault of Classics is Seemingly Impenetrable
Of course, one can't properly assess 2024's sneaker trends without diving into the clash between innovative designs and classic revivals, which has never been more pronounced. Amidst this battlefield, the Jordan Brand stands out with its strategy of reimagining its timeless classics, proving that some vaults are indeed impregnable. A shining example: the recent release of the Jordan 4 Bred Reimagined.
Photo Source: House of Heat
The Jordan 4 Bred, originally released over three decades ago, was been reborn (again) in 2024 with a modern twist, yet it retains the essence that made it a staple in sneaker culture. This iteration follows the success of previous reimagined classics such as the Air Jordan 1 High OG Chicago “Lost and Found”, the Air Jordan 3 “White Cement,” and others. The Bred 4 Reimagined distinguished itself with a leather upper, deviating from the traditional nubuck build, and was timed to coincide with the NBA All-Star Weekend, always a significant moment in the sneaker calendar.
Side note - I always think that Jordan Brand should ask one of their guys to wear the ASW release in the actual All Star Game, or does that make too much sense? None of the players care at all about the game, they don't take it seriously, why not have Luka or Tatum ball out in the Bred 4s? Anyways...
I think that the 'reimagined' strategy from Jordan Brand illustrates a broader trend within the sneaker industry: the power of nostalgia blended with modern innovation. While numerous brands are pushing the envelope with new technologies and designs, the allure of classic silhouettes, especially those associated with Jordan's legendary on-court moments, remains unmatched.
The Jordan 4 Bred Reimagined's release not only celebrates the model's 35th anniversary but also highlights Jordan Brand's adeptness at maintaining relevance in a rapidly evolving market. By updating beloved designs with contemporary materials and craftsmanship, they cater to both long-time enthusiasts and a new generation of sneaker fans. Not every at-bat is a home run (see the Suede Royal 1s), but batting .500+ is not a disaster.
This strategy has landed Nike & Jordan Brand in a unique spot, enabling them to continue to lead the way amid the constant influx of novel and innovative sneaker releases from competitors whilst allowing them to grow other successful lines over the years (think Kobe, LeBron, KD, and more recently Ja, Zion, Luka, and Tatum). Additionally, they have not been shy about trying to create new models, such as the Jordan Stadium 90, or the Spizike. In many ways, they are their own worst enemy because, seemingly, consumers just want what they know they like; the classics. (Although I am interested to see how people take to the upcoming Jordan 2/3).
Photo Source: Nike
As sneaker culture continues to evolve, the juxtaposition of innovation and tradition will remain a central theme. However, as demonstrated by the enduring popularity of classic models, the legacy of classics will continue to hold a significant place in the hearts of sneakerheads. Jordan Brand’s ability to reinterpret its historical designs while preserving its iconic status underscores a timeless appeal that newer trends have yet to challenge successfully.
This case study of the Jordan 4 Bred Reimagined, or the Air Max 1 ‘86 OG ‘Big Bubble’, serves as a testament to the sneaker industry's complex dynamics, where the past and future coalesce. It reinforces the notion that while innovation propels the industry forward, the classics—reimagined or otherwise—remain at its heart, undiminished by time or trends.
Where to next?
Reflecting on the dynamic sneaker landscape in 2024, it's evident that the journey through innovation, collaboration, and the seamless blending of function with fashion has led us to a pretty cool and diverse intersection. The reverence for classic silhouettes stands as a testament to the enduring appeal of heritage amidst the whirlwind of technological advancements and high-fashion forays. This confluence of past and future, where nostalgia meets cutting-edge design, underscores a deeper narrative within sneaker culture: the quest for identity and expression through the shoes we choose to wear.
So far, 2024 has reminded me that while the sneaker world is ever-evolving, the core of sneaker culture remains anchored in the classics. That said - I do love the environment we’re in now compared to the last 5 or so years. With a more saturated market, less hype, and fewer resellers, there’s far more room for exploration and self-expression.
I’ll be interested to reflect towards the end of the year how the rest of 2024 pans out - what are some storylines or trends you are looking forward to?
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