Sneakers In The Olympics
When the entire world is watching you compete, the pressure is on at the Olympics. Millions of people are involved in the process of making the Olympics a success every 2 years, and the sneaker industry is one of them. This international event gives an opportunity to major brand names to dress athletes in fashion-forward designs to prove superiority over other countries. Dominant brands are able to make themselves known and prove which athlete is wearing the ‘gold medal’ pair of shoes.
Shoes are an essential wardrobe item that all winter Olympians wear. There are a great deal of Olympic events that require athletes to wear sneakers. Virtually every top selling sneaker was once created for sports related activities or athletes. Although, in this day and age, there are Sneakerheads and others that use shoes for lifestyle purposes.
As Brandon Elder, Finish Line creative strategist and content manager said, “The one thing that's a little bit different between a lot of the Olympic models versus a new signature shoe for an athlete like Kevin Durant or LeBron James, is a lot of the Olympic stuff ties back into the history that's happened previously.”
Elder also mentioned that patriotism and hype are two things that thrive during the Olympics and drive consumers to stores, often looking for red, white, and blue colorways.
This year in the 2018 PyeongChang games, Olympic Curler Tyler George caught the attention of many with his 8-year-old pair of Sketchers curling shoes. Even his teammates have to admit that his shoes are a little disgusting, but he insists on wearing his lucky shoes to all of his competitions. (The brand loyalty is too real!) In an ideal world for sneaker brands, there will be an “it must be the shoes!” magical moment that goes viral. This Olympic Curler, however, is not an example of this.
Overall, the Olympics are a platform that shapes the entire sneaker industry because whatever happens is going to be noticed by the world and then fashion trends will follow. Go Team USA!
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