6 reasons why the sneaker hype won't die in 2016

Every year, our sneakers’ mania grows, and 2015 made no exception. Obviously, we don’t know exactly what plans the brands have for this new year, but the previews emerging these days make us believe 2016 will be a great year for all sneakerheads.

We decided to make a list to explain why, in 2016, the sneaker hype won't die.

#1 Technology. Trainers would not be where they are today without the constant technology innovation of the big names of the industry such as Nike, adidas, Asics and many others. From creating incredible cushioning to the use of extremely light materials, science has evolved far beyond the famous "air pockets". In an attempt to attract design-conscious consumers, both Nike and adidas are investing in 3D printing (if you haven't read it yet, you can find an article about it here). New Balance also announced a new shoe model incorporating a midsole printed in 3D, and plans to offer consumers the ability to customize the midsoles with 3D printing, in selected stores, in 2017.

#2 Forum and Blog. If you ever wonder where sneakerheads find all their information, the answer is very simple: forums and blogs. Their creation is of course related to Facebook and in recent years it’s become the best place to learn about releases, rumours, where sneakerheads are always available to answer questions. These groups on FB are obviously closed and to enter you must register and wait to be accepted by someone within the group itself. The creation of the forum hasn’t impacted on the visits of the sneaker blogs, as they are always the best source of information. These websites are continuously updated with articles and photographs in order to allow readers to keep pace with the innovations of the last minute.

#3 Retros. Launched in 2015 with the Air Jordan 4 "Columbia", Nike program "Retro Remaster" continues to progress through the use of improved materials, colours and details. This program comes from Nike’s desire to immerse themselves in the Jordan archives to seek the OG composition of the models, trying to recreate them as similar as possible - the productions are then managed by specialized operators to ensure the concept can become reality. After the launch of the Air Jordan 6 Retro "Maroon" last December, Jordan brand has announced that the next shoe to get the “Retro Remaster” treatment is the Air Jordan 4 "Cement", available from February 2016, to coincide with the NBA All Star weekend. To conclude, it seems that this year will be also marked by the return of the Air Jordan 1 Retro High OG "Banned", which will be launched on September 3, 2016.  

#4 Ladies. Let's face it, very often women have been neglected in the sneaker game - unless you do not have the 40 eu, you will have to settle for what the market offers for the women's collection. On the other hand it seems that times are changing, as women entered the sneaker game in all aspects. Not only they are well educated about sneakers, but they also have a good hype. Mant companies have realized this change, probably because small sizes were required and sold with incredible speed, or because Instagram is now full of collectors, well informed about all the releases and always looking for new pieces. In December 2015 both Size? and Kith added a section dedicated to women inside their stores. A few years ago Naked opened in Copenhagen, a store specialized in street-fashion, sneakers and accessories for ladies only!

#5 Fashion Designer Collaborations. Here's the list of the designers who, next year, will collaborate again with sportswear giants Nike and adidas:

- Rick Owens:  the American designer collaborated with adidas for this SS16, presenting two new silhouettes, giving a makeover to its iconic Runner. The collaboration will be available online from mid-February 2016.

- Raf Simons: for his collaboration with adidas for SS16 he focused on three distinctive styles of the brand: Stan Smith, Ozweego 2 and Response Trail, but has also introduced the new Stan Smith Strap.

- Chitose Abe: Sacai's designer reunites with Nike, consolidating their relationship. The desire of the designer to reinterpret the classic sportswear is still alive and strong. 

- Errolson Huge: Acronym's designer collaborated with Nike last year to create a new version of the Air Force 1, and the result was definitely unique. Apparently he has something in mind for this new year too.

- Hiroshi Fujiwara: Following Kobe's retirement, this year the Kobe X Elite Low HTM will see the light again, with the fourth and final coloration. Nike posted the picture on Instagram and it seems that in the future will announce the various NikeLab locations where we could find them on sale.

#6 Nike vs adidas. Nike and Adidas are definitely two of the strongest brands in the world, but they hold different basic principles and financial situations. Both spend millions of dollars a year to advertise their products in order to sell more; but as we said, they have different characteristics that make them attractive to consumers.

Last November, adidas has released dates from the third quarter of 2015 and these have shown that over the past three months, the company's net profits have grown by as much as 10% to the sum of 311 million euros. Encouraging data are not limited to North America and Europe, but also in China sales are going very well. The German company has closed 2015 in a positive way, with a + 55% compared to how they had opened the year in January. The struggle in Europe between the two giants see, at least at present, the Germans lead, resisting with 2.7 billion against Nike's 2.3, but the Americans overtaking seems around the corner.