Buried in the big picture narrative of the footwear industry, where titans like adidas and Nike have long dominated the landscape with their colossal footprints, there’s a plot twist in the making. It feels to me like it’s a time ripe with potential for some shake-up of the status quo, a moment where the winds of change are whispering the tales of underdogs poised to take center stage. Now, more than ever, the footwear industry is witnessing a shift, a decentralization of power that beckons smaller brands and lesser-known athletes to step into the limelight and etch their names into the annals of sneaker history (shameless plug, listen to our podcast).
The Rise of the Underdog
Consumer values are rapidly evolving, with a growing emphasis on authenticity, sustainability, and uniqueness, the monolithic approach of the industry giants that continue to feed us poorly made retro products is facing its limitations. People are no longer content with being passive consumers; they want to be part of a story, they want to support the creatives they subscribe to and follow across social media and be a part of a movement that aligns with their personal ethos. This shift has cracked open the doors for smaller brands, athletes, and creatives to make their mark, leveraging their agility, niche appeal, and inspiring innovation in a world of struggling business models.
Take, for instance, the story of Allbirds, a brand that started with a simple mission: to create the world's most comfortable shoe with the lowest possible environmental impact. Allbirds' focus on sustainable materials, coupled with a direct-to-consumer model that eschews traditional marketing for community engagement, has catapulted it from a Kickstarter campaign to a publicly traded company. Allbirds didn’t just enter the market; it disrupted it, challenging long-standing norms and setting a new benchmark for environmental responsibility in footwear. On top of that, they collaborated with adidas to capture a part of the sneakerhead market, which to me is still kind of mind-blowing.
Similarly, Veja, a French footwear brand, has carved out a significant niche by focusing on transparency, fair trade, and organic materials. If you’ve been to New York City in the past year or two, you know just how big of a wave Veja is currently surfing simply from the line that forms outside the store on a daily basis. I can’t be certain, but it seems like Veja has done this with very little spending on advertising, and instead grown its presence worldwide, proving that consumers are ready to support brands that align with their values.
Athletes and the Sneaker Deals That Defy Expectations
The story of underdogs rising to prominence is not limited to brands alone but extends to athletes who have found unprecedented success with less prominent brands. These partnerships often reflect a deeper alignment of values and a mutual commitment to carving out a unique path, and in most cases, a huge misjudgment by some company or executive that underestimated potential because they were too busy looking at numbers on a spreadsheet.
Consider the journey of Stephen Curry, the NBA sharpshooter who was once overlooked by many, including major sneaker brands. When Curry signed with Under Armour, a brand then known more for its football gear than basketball sneakers, few could have predicted the impact. Together, Curry and Under Armour launched the Curry signature line, which not only elevated the brand's status in the basketball world but also challenged the duopoly of Nike and adidas in the basketball sneaker market. Looking back 10 years ago or so, it’s insane that Curry and UA were able to do what they have in that time. Even more insane is the fact that I had one of my most memorable experiences in my footwear industry career helping them launch their partnership, but that’s a story for another day.
Another notable example that I would include in this short list of underdogs is Kawhi Leonard's partnership with New Balance. After parting ways with Jordan Brand, Leonard's move to New Balance, a brand historically associated more with running than basketball, was met with skepticism from literally everyone in the sneaker world (and the basketball world too, tbh). I’m sure you can find the tweets, but I’ve been writing praises of Kawhi since his SDSU days, and to see this “board man get paid” felt so much bigger than any other story going on in the sneaker world at the time, despite New Balance not really having anything ready for market outside of some 997s and 990s. Leonard’s success on the court, culminating in an NBA championship and Finals MVP award, not only paralleled New Balance's resurgence in the basketball space, but the Kawhi signature also kicked off a movement that allowed other smaller
brands to take a small piece of the Nike-dominated hoops shoe market. I even met Baron Davis at the launch event for one of Kawhi’s shoes, so there’s that.
What This Means for the Industry
The success stories of smaller brands, their athlete partnerships, and the less-known collaborators signal a broader trend in the industry. From the not-so-small examples of Reebok celebrating Shaq and Allen Iverson with President and Vice President titles to Jae Tips finding success with his Saucony collabs, to the more independent examples like Langston Galloway’s Ethics Brand or Austin Reaves’ new shoe with Rigorer, the opportunity to connect on a more personal level has never been bigger. Consumers are looking beyond the logo to the story behind the product, the values of the brand, and the people it chooses to partner with.
This democratization of the sneaker industry opens up a world of possibilities for innovation, collaboration, and community-building. More importantly, it means individuals like you and I will have a chance to shape the future of footwear. These underdog stories serve as a testament to the power of authenticity and perseverance that consumers are craving. They remind us that success in the footwear industry is no longer the exclusive domain of the giants but a reachable star for those willing to dream big and tread their own path.
The Road Ahead
As we look to the future, it seems pretty clear to me that the sneaker industry is standing at a crossroads. On one side are the established ways of doing business, the tried-and-tested models that have built empires, but seem to have been removed from reality by years of mergers, acquisitions, and executive decisions that are simply out of touch with the reality of the times. On the other, a new path is emerging, paved by the underdogs, the disruptors, and the dreamers, that is being welcomed by the consumers who crave authenticity and connection in a world full of forgotten TikTok usernames.
For aspiring brands, athletes, and creatives, I hope this message is a call to action and a reminder that the market is ripe for innovation, that consumers are eager for change, and that authenticity will always find its audience. The examples of Allbirds, Veja, Curry, and Leonard are not outliers but harbingers of what's possible when passion meets purpose at the right moment in time. The current state of the footwear industry is not just a perfect environment for the underdog to step up and shine; it's a time for a new era of sneaker culture—one that celebrates diversity, champions sustainability, and recognizes the power of storytelling from what may seem like the quietest of voices. The time is now to make your voice heard and shape the future of sneakers.
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