In the past, trainers were not as well-known as they are now. What began as simple athletic shoes with rubber soles has evolved into a worldwide craze where hip-hop, high fashion, and sports all come together. The sneaker market is expanding by 5.1% annually, but it’s not only about performance or comfort—it’s also about excitement, culture, and narrative.

How, then, did sneakers become million-dollar collectibles from simple basketball shoes? To see where it all began, let’s go back to the 1980s and 1990s.

The Birth of Sneaker Culture

Nike attempted to enter the basketball shoe business in 1984. Converse was the dominant force in the NBA at the time, thus Nike needed a significant event to establish themselves. Michael Jordan, a rookie with incredible talent, enters. Nike created a sneaker just for him, the Air Jordan 1, and signed him to an unprecedented contract.

Nike went all out, using Jordan’s growing fame, gaudy advertisements, and limited production to promote the Air Jordan. Then, however, an unforeseen event occurred.

During a game, Jordan donned the Nike Air Ship, a black-and-red prototype. Sneakers have to be at least 51% white, according to a strict NBA guideline. The league forbade him from wearing the shoes and threatened to penalise him if he did so again.

Nike changed the course of events rather than retreating. They transformed the prohibition into a marketing masterpiece by modifying the design to comply with requirements. To maintain the excitement, there were even rumours that Nike was covertly paying Jordan’s fines.

The Air Jordan 1 was already legendary before it was first released in 1985. Everybody desired a pair. Shortly after, shoe culture emerged.

From Courts to Streets

The trainers were quickly removed from the court. Run-D.M.C., a hip-hop group, made trainers a street fashion statement in 1986 with their hit song “My Adidas.” All of a sudden, trainers were hip when they wore tracksuits and unlaced Adidas Superstars. Seeing their potential, Adidas offered them a million-dollar contract, the first shoe collaboration with a rap group.

Sneakers were common by the 1990s. Converse became an iconic grunge item thanks to Kurt Cobain. With his constantly changing line of Jordans, Michael Jordan dominated the NBA. Dress regulations at work loosened, and soon trainers were worn by everyone, not just artists and sportsmen.

The Hype Game

Brands realized that by making trainers more difficult to obtain, they could generate even more buzz as demand soared. Drop culture was established as a result of shoes being released in extremely limited quantities with no notice.

With exclusive Jordan drops, Nike set the standard, but soon after, high-end labels like Louis Vuitton and Balenciaga followed suit. The excitement was heightened by influencer partnerships and social media.

As Upshot VP Liz Aviles so eloquently stated, “Drop culture feeds the desire for what’s new and rare.” Additionally, folks will stop at nothing to obtain the newest drop.

Where Sneakers Stand Today

Sneakers are now more than simply shoes; they are a part of culture, history, art, and identity. For new releases, sneakerheads set up camp. Rare pairs are sold by resellers for thousands of dollars. Sneaker collaborations have become the foundation of entire brands for celebrities like Travis Scott and Kanye West.

Beyond style, however, trainers are a means of activism and self-expression. Like when NBA players donned Black Lives Matter trainers, athletes and artists use them to express their opinions.

There is no denying that sneaker culture is here to stay. It’s a way of life rather than just a fad.