While traditionally reserved for athletes and sports personalities, sneaker collaborations are fast becoming the yardstick for success for celebrities of all types. From social media entrepreneurs to rappers and everyone in between. Style and function are merged, and these highly anticipated sneaker drops, almost always sell out. While some brands offer pre-orders, and many run off a raffle system, the average consumer often has more luck nabbing a pair from a reseller, than the original source.
Check out five of 2018’s most exciting collaborations:
Gary Vaynerchuck’s Garyvee 003 Clouds & Dirt
Who: Gary Vaynerchuck is an internet entrepreneur, author and motivational speaker.
What: Named after his original film about the mindset of an entrepreneur, Clouds & Dirt 003 marks the third time the charismatic self-made man has partnered with the sneaker brand, K-Swiss. This time it’s an iconic take on the K-Swiss’ Classic ‘88 sneaker, and arguably the most traditional of the three collaborations. Touted as ‘Sneakers for CEOs’, the shoe involves a “knitted upper for comfort and breathability, while retaining the heritage design DNA of the three-piece toe, D-rings and rubber outsole.” These classic sneakers scream comfort, style and forward-thinking, which is why the collaboration seems like a match made in heaven. Gary’s casual t-shirt style, whiskery facial hair and no-nonsense mannerisms pair perfectly with the shoe and it is currently in pre-order mode, so from now until June 16th, you can order as many pairs as you like, with shipping to begin in mid-July.
Pre-order yours here until June 16th.
ADIDAS YEEZY 500 ‘SUPER MOON’ and ‘BLUSH’
Who: Kanye West, rapper, singer, songwriter, and producer, not to mention Kimmy K’s husband.
What: Kanye’s Yeezy ‘Super Moon Yellow’ colorway, is a unicolor beige-yellow sneaker, also nick-named ‘Desert Rat’. These kicks were bundled with a hoodie and shorts and hit the market in March of this year, and promptly sold out. The ‘Blush’ colorway of Yeezy 500 were released a month later in April 2018 and underwent the same sell-out fate of the ‘Desert Rat’ colorway. These neutral sneakers are obviously a unisex winner, with the chunky unicolor designs being rocked all over social media, with the one and only Kim K, supporting her husband’s brand.
DRAKE’S OVO x Air Jordan 8
Who: Drake is a Canadian singer, rapper, record producer and general entertainer of all trades.
What: Drake is no stranger to sneaker collaborations, after combining the indomitable forces of his own brand OVO with Jordan Brand way back in 2014. His clean designs and classic colorways make his shoes stand out among the rest. His latest collab, the OVO x Air Jordan 8, comes in two colorways, black and white, both with metallic gold embellishments.
More interestingly, rumours surrounding his departure from Jordan and an imminent collaboration with Adidas, has sneakerphiles waiting with baited breath to see what’s going to drop. The well-documented beef with Pusha-T has created huge hype surrounding the news, so time will soon tell what is to unfold.
Buy your OVO x Jordan 8 sneakers here!
Travis Scott x Air Jordan 4 ‘Cactus Jack’
Who: Travis Scott is Kylie Jenner’s baby-daddy, rapper, songwriter and producer.
What: This blue Houston Oilers themed sneaker has been hyped for months and was released on June 9th. It features varsity red detail, with the logo of the rapper’s record label, “Cactus Jack’ emblazoned on the heel of the shoe. Bright, bold and edgy, these sneakers are highly sought after and while only released on June 9th, they’ve already sold out at official stockist locations.
Buy your Cactus Jack’s here!
NERD x Adidas NMD Hu
Who: Pharrell Williams is lead performer in the hip-hop group N.E.R.D
What: These futuristic and fluorescent sneakers, launching June 16th in Virginia Beach (William’s home town), are a collaboration between the infamous supergroup and Adidas. NMD refers to a new style of Adidas sneakers, short for ‘nomad’ which feature old-school style with high-tech enhancements. Emblazoned with the signature star-studded N.E.R.D logo, these space-age kicks, which are in celebration of the group’s Summer Music Festival tour, will be released at Z104 Shaggfest, where N.E.R.D are the headlining act. No word on how to nab yourself a pair of these just yet, but it will likely be a raffle of some sort.
Sneaker collaborations have come a really long way from the early days of athlete endorsements by the likes of Michael Jordan, who in fairness was one of the very first athletes to toe the celebrity line. Nowadays, these sneakers are fashion-forward, highly desired by all demographics and almost always sell-outs. Big name companies like Nike and Adidas are no longer looking to athletes first, they know the money is with the celebrities in music and entertainment. Not surprisingly so, with the effects of social media and the ability for consumers to mimic their favourite stars’ styles at their literal fingertips. With countless websites and blogs specifically concentrating on celebrity sneaker sightings, it’s a no-brainer for the marketing departments of the biggest sneaker brands in the world.
Written By Amy Thomson