Dear Snkrs Day readers,<\/p>\n
The past year has been a memorable one. ?Not only because of all the great products we have seen old and new, but the way the market has changed. ?It has been a very interesting one with some story lines and themes that we saw plant a seed and grow throughout the year. Our world is rapidly changing and so too is the business of sneakers, the culture of sneaker heads, and the community.<\/p>\n
So please, grab some popcorn, a drink, and maybe another snack just in case and explore with me the big stories and themes of 2010.<\/p>\n
Happy 2011!<\/p>\n
Matt Halfhill
\nEditor-in-Chief
\nNiceKicks.com<\/p>\n
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Nike introduced Lunar cushioning in 2008 just before the Beijing Games. This new technology came at a time that I referred to as the “Beginning of the Renaissance of Footwear Design.” While the technology was just in its infancy and there were many learning curves of the cushioning’s abilities and limitations, 2010 brought what might be the perfect formula for Lunar.<\/p>\n
In the running arena Nike developed a line of affordable, high performing shoes that made it to retail in a price sensitive economy at $100 and less with the LunarElite and LunarGlide. The Nike LunarGlide also saw it’s sequel, the LunarGlide+ 2, which became Nike’s biggest selling performance product in any quarter of Nike?s entire history. This Elite and Glide midsole\/outsole tooling also crossed over into the casual space on products that include the LunarWood, LunarElite Trail Mid, and Lunar Macleay.<\/p>\n
In 2008 and 2009 we saw Nike react to the price sensitive market and added vulcanized soles to a number of classics including the Sabaku, Dunk, Air Flight Lite High, Air Trainer II, and Air Force 180. This trend fell flat with dismal sell throughs and instead headed in the completely opposite direction. Instead of taking a heritage product and stripping it of all its cushioning, Nike Sportswear updated these classics with the latest and greatest in design and technology. We saw this take place on the Lunar Air 180 (update to Air 180), LunarWood (update to Wildwood), and even some new silhouettes in the ACG Boot arena.<\/p>\n
While Lunar was catching on in the running world and beginning to take hold in casual wear, Air has been as strong as ever. ?The shoe was a tremendous improvement on the Air Max 360 of 2006. This 360 Max Air unit was played with in the casual space as the Air Max 24-7 combined the great cushioning and a familiar upper of the Air Max 95 and 97 models and saw a better sell through rate than both the original Neon Air Max 95 and the Air Max 97 in the original silver color. The Air unit also made its way into training at the bottom of the Air Trainer 1 and then onto the next runner from the Air Max series, the Air Max 2010.<\/p>\n
In the past year, the 360 Max Air also saw a come back in basketball. A newly engineered and basketball specific 360 Max Air bag was created for the LeBron VII which was a hot seller in virtually every colorway.<\/p>\n
In the middle of the year, Nike and Foot Locker teamed up to release the Air Attack Pack which featured over 40 different shoes in exclusive colorways to celebrate Air cushioning. While some models saw decent sales, many fell short. ?But the message was clear – Air is here to stay and Nike is going nowhere.<\/p>\n
Both the Lunar and Air will be played with in new ways in the coming years. Expect to see more mixes of Lunar and Air to find the perfect cushioning combination. ?Also expect to see both technologies hit new markets and types of footwear.<\/p>\n
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LeBron James entered the year just a few days after his 25th birthday as the reigning MVP, leading his Cleveland Cavaliers to the best record in the East. His shoes were a hot seller in both inline and limited colorways, with his Dunkman franchise being one of the most sought after shoes of the first half of 2010. Unfortunately for LeBron, his public opinion fell to and all time low that I doubt anyone could have ever imagined.<\/p>\n
Free agency had been talked about for a couple seasons with LeBron James but things heated up (no pun) following his team’s early exit from the Playoffs. ? His off-season decision (I swear I’m not trying to make puns) to team with Dwayne Wade and Chris Bosh made him the most hated man in Cleveland as well as strongly disliked just about everywhere else except South Florida. ? Analysts, insiders, and even Hall of Famers were very critical of LeBron’s method of announcing who he would play for the following season. This high rate of disapproval did not help the sell through rate of his shoes either. ? The LeBron Soldier IV, though the most technically advanced of the series, did not move like prior models and the LeBron 8 got off to a slower start for inline colorways compared to the LeBron VII.<\/p>\n
Before the season started, Nike released a 90 commercial featuring LeBron James asking the public what he should do, giving a variety of scenarios. ? A bold statement to the critics, that resonated as a viral video with more than 4.5M online views.<\/p>\n
A special “South Beach” colorway of the LeBron 8 generated much excitement around the web and across the country, sending sneaker enthusiasts into chase mode. LeBron’s performances in marquee and heavily televised games have started to bring up public approval as well as sales rates for the LeBron 8 at retail. A Christmas edition also released and saw very healthy sales giving some good hope for the New Year.<\/p>\n
The New Year should help bring LeBron a fresh start and a cleaner slate to build from. His personal performance, appearances on ESPN’s highlights, and leading the Heat to victory, are all things that will help the sale of his shoes, not to mention the great design and colorups coming from Nike Basketball camp. Without a doubt, the best thing that could happen for the two time defending MVP would be an NBA Championship – the reason he took his talents to South Beach.<\/p>\n
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Reebok was purchased by Adidas in 2005 for a whopping $3.8 Billion. ?Unfortunately for the Adidas Group, the brand saw major declines in footwear sales. ?With several failed attempts to penetrate the hip hop market, declines in demand for heritage Pump products, and the exclusive NFL deal looking to expire soon, things were not looking good for Reebok.<\/p>\n
And just like that, along comes toning and Zig. ?Out of nowhere, Reebok was back. ?The Toning market was a big industry by the end of 2009, but it continued to grow in 2010 and took Reebok along for the ride as it performed greatly with EasyTone and Run N Tone models.<\/p>\n
The introduction of Zig was a defining moment for the brand as well. ?There were many doubters that this technology would take off, and I?highly?doubt even Reebok expected the enormous success of Zig. ?Pegged in the lightweight running category, ZigTech took Reebok from a non-existant ranking to the #2 spot almost overnight. ?Overall Zig and Run N Tone helped take Reebok’s Running sales up more than 900% in a year.<\/p>\n
While Zig continued to evolve in the running and training space with representation from familiar faces that include Peyton Manning, Chad Ochocinco, and Sidney Crosby, the technology has taken on a new battle on the court. ?Eventhough the Zig Slash has not sold nearly as well as it’s counterparts in the running space, it is too early to tell if Reebok will decide not to continue with this technology into 2011 with their newly signed front man, John Wall.<\/p>\n
It was a great year for Reebok, bringing them back in the game, and 2011 should lend itself to be just as positive with many loyal customers who swear by Zig. ?It’s like an energy drink for your feet! ?:-)<\/p>\n
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Lighter and Lower. Kobe Bryant worked with the Snkrs Day Designer of the Decade, Eric Avar, on his fifth installment in his signature series with Nike to take his product to new heights, (well actually, lows). Many in the sports and footwear world thought Kobe was asking for an ankle injury when he and Nike Basketball unveiled the lightest and lowest cut Kobe IV, but those shoes took him to another NBA Ring. The Kobe V took all the great aspects of the Kobe IV a step further with a better fit, lower cut, and lighter weight. The shoe was adopted by not only Kobe, but was the most worn signature shoe across the NBA and NCAA in 2010. The shoe also demonstrated its versatility with players from every position wearing the Nike Zoom Kobe V.<\/p>\n
Lunar cushioning was replaced in the forefoot with the more responsive Zoom Air. ? This move seems to be a permanent change with the Nike Zoom Kobe VI calling for the same cushioning set.<\/p>\n
The Kobe V was again available on NikeiD, giving the consumer the ability to get the Kobe V however they saw fit. ? Across the league many NBAers had iD makeups of the shoe, which was one of the first shoes on Nike’s new streamlined production channel that delivers products direct to consumer faster than ever.<\/p>\n
The Lakers, led by Kobe, got past the Boston Celtics, (further reviving the rivalry) and helped Kobe earn a new piece of hardware for his now full hand.<\/p>\n
Just as the year was winding down, the Nike Zoom Kobe VI was introduced with a number of Lakers wearing a green Kobe VI from the “Stoplight Pack” on Christmas Day. An inline Black\/Del Sol was released and welcomed by the public. In 2011, Kobe and the Lakers will be on the hunt for yet another three peat to earn Kobe his sixth ring – further continuing comparisons between KB and MJ.<\/p>\n
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Foamposite has had a large following since it’s introduction in 1997 with the Foamposite One, but 2010 was another big year for Nike Sportswear and the Foamposite, even though the approach was a little different. ? Most of the Foamposite Ones originated at Foot Locker Inc and House of Hoops stores making it a different chase for the consumer accustomed to getting them from their local boutique. ? The Foamposite was reissued in the Eggplant colorway about 1 year after it’s first hyped release in 2009. This gave many the second opportunity to get the shoes, but was a hard pill to swallow for those who paid extra thinking they wouldn’t see them return.<\/p>\n
The theme of “Penny” and the Foamposite came to life with the Copper Metallic Foamposites that released this past Spring. ?The shoes were a definite eye catcher, but another hard get with its limited distribution.??The material also crossed over into other brands with making another splash in ACG as well as jumping across the Beaverton campus to Jordan Brand.<\/p>\n
Hope you aren’t tired of Foamposite yet. TONS of Foamposite and Fauxposite kicks will hit retailers in 2011.<\/p>\n
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Several decades later there have been many power struggles, but Nike, Inc. has had a firm grip on the basketball market. ?At the start of 2010, there have been some big moves by a handful of brands signing more NBAers to their squad and lacing them in their shoes – many from China. ?Brands such as Li Ning, PEAK, and ANTA all signed athletes and there are rumors that Luyong is eyeing a few to sign in the next year. ?Li-Ning also made a pioneer move, becoming the first Chineses brand to have performance basketball footwear sold at Champs Sports and they even opened a flagship store in Portland, OR giving the brand physical US presence.<\/p>\n
Several young stars started the season in their own new shoes with?competing?brands. ?First pick Rookie John Wall was signed to Reebok, NBA All-Rookie Brandon Jennings sported his first signature model with Under Armour, and Derrick Rose brought his first signature shoe with Adidas to the court and to a comedic commercial spot.<\/p>\n