Some products become bigger than themselves. The choice to wear them becomes a part of your identity, and they take on a secondary function. They’re not just a functional piece of clothing, but a status symbol and a part of your social identity. No product fits into this category better than sneakers. Since the 1980s, sneaker culture has become one of the most dominant forces in the fashion industry, spanning generations and subcultures to create a multibillion-dollar industry.
Sneakers are more than just shoes. For some of the most popular styles, there’s a clear tie-in to sporting royalty, luxury designers, and niche communities. If fashion is a form of self-expression, sneaker culture is a cornerstone of it.
Although sneaker culture has gradually moved away from its original NBA influence, there’s still a strong collector mentality. Sneaker enthusiasts today aren’t just focused on collecting the latest must-have styles, but on helping preserve them as well. At KLARVIA, our eco-friendly sneaker care products allow you to enjoy your sneakers while increasing their longevity and overall condition.
In this article, we’re taking you on a whistlestop tour of sneaker culture through the decades, exploring its transition from sports to streetwear and looking ahead to what the future holds for sneaker fans.
The Origins of Sneaker Culture (1916–1970s)
While we think of sneakers today as a fashion statement, they were originally created as a functional, mass-produced shoe. Keds, under the umbrella of the U.S. Rubber Company, introduced what we consider to be the original sneakers in 1916. This casual footwear was designed for everyday wear and low-impact sports. The name ‘sneaker’ was a subtle nod to the quietness of the shoe.
It didn’t take long for the sneaker industry that we know today to start taking shape. Converse launched their infamous ‘All-Star’ basketball shoe, made with canvas, in 1917. Within just a few years, Chuck Taylor, a well-known basketball player, became the first celebrity endorsement for sneakers. His name was added to the ankle patch on the sneakers, paving the way for sneaker collaborations with the likes of Michael Jordan and Kobe Bryant.
Athletic sneakers started to become mainstream in the 1950s and '60s, thanks to brands like Puma and Adidas, who focused on performance footwear designed specifically for running and sports like football. Within just a few years, these designs started to appear outside of sports fields, gaining popularity with younger generations.
This time was one of the most significant eras in sneaker history as basketball began to become associated with the footwear, especially the Converse Chuck Taylors. The instantly recognisable black and white sneakers were worn by almost every player in the NBA. While athletic sneakers started to evolve to meet the needs of professional athletes, the versatile silhouette became part of a counterculture, gaining popularity amongst young people in search of more casual and practical fashion.
The Golden Era of Sneaker Culture: Hip-Hop, Jordans, and the Sneaker Boom (1980s–1990s)
Sneakerhead culture as we know it today emerged in the 1980s and '90s. Under the influence of hip-hop stars and professional basketball players, sneakers would become a status symbol. This era is significant to sneaker history as it showcases the changing shift in sports and athleisure marketing as brands like Nike began to emerge as industry leaders.
In 1984, Nike signed Michael Jordan, a rookie basketball player at the University of North Carolina. When the Air Jordan 1 sneakers were released the next year, they immediately became a symbol of rejecting social norms. The bold high-top sneakers went against NBA regulations, earning Michael Jordan a fine that became the backbone of Nike’s marketing campaign.
The history of Air Jordans deserves its own article, but the popularity of the Air Jordan 1 led to the sneakers becoming an annual collection. Each season, Michael Jordan would step out onto the court in sneakers that would transcend the NBA, with sports fans trying to get their hands on each new release.
While basketball made sneakers a commercial success, hip-hop took it to the next level. Hip hop sneaker culture saw rappers wearing styles from brands like Adidas, Puma, and Nike in their music videos, with Run-D.M.C even releasing a song entitled “My Adidas”. The song represented the first hip-hop endorsement deal for a sneaker brand, starting a relationship between sneakers and urban culture that continues today.
By the early 1990s, sneakers were no longer just an accessory. They became a currency, gaining value as brands released limited-edition styles and exclusive shoes, turning the latest release into a status symbol. Within a few years, immediate sell-outs and lines on release day became the norm, with the growth of the internet leading to an emerging resale market and sneaker forums. This era was the birth of sneakerhead culture as a community experience.
Photo by Howard Chai
Sneakers as a Status Symbol & Collectible Art: 2000s–2010s
By the turn of the millennium, sneakerhead culture went from a causal hobby to a lifestyle. It wasn’t just a subculture anymore for sports and hip-hop fans. While sneakers became one of the most popular everyday footwear options, they also started to gain social capital and become the focus of major fashion collections.
Building on this popularity, brands shifted their focus to limited edition sneakers, creating a sense of scarcity and rarity that saw the value of popular sneakers skyrocket. These functional shoes were no longer just shoes to wear, but luxury items that could skyrocket in value. The Nike x Pigeon Dunk sneakers released in 2005 were immediately resold on the second-hand market for thousands of dollars, with their release even sparking riots in New York.
It's no coincidence that collaborations became the norm for sneaker brands as social media started to grow, driving the popularity of limited edition sneakers with online drops and viral styles. Brands like Yeezy, Off-White, and Supreme brought sneakers into the category of luxury footwear, making them as much of a status symbol as a Louis Vuitton tote or wearing a heritage watch brand.
So, it’s no surprise that the hype around limited edition sneakers created an entire secondary market. Sneaker reselling became a multi-billion-dollar industry in itself with the launch of websites like StockX as collectors turned their collections into long-term investments.
Sneakers as the Essential Designer Accessory
As established and contemporary designers started to produce their own sneakers, the niche underwent yet another change. Sneakers became the ‘it’ show of the decade when Virgil Abloh, the Artistic Director of Louis Vuitton, reinterpreted modern luxury fashion through the prism of streetwear.
Sneakers have evolved from a casual shoe to a designer accessory that now comes with a four-figure retail price. Sneakerhead culture saw a turning point with collaborations like the Dior x Air Jordan 1 sneakers, showing that even traditional European fashion brands could no longer overlook the appeal and collectability of sneakers.
The Influence of Sneaker Content Online
Influencers and social media took sneaker culture mainstream by making it more accessible through YouTube and Instagram content. As soon as a new style would drop, social media platforms would be flooded with unboxing videos, reviews, and hauls.
When the demand for sneaker drops increased and content creators started to become influencers, the purchasing process changed as resellers used bots to purchase as much stock as they could, resulting in pre-orders and raffles.
It’s hardly surprising that sneaker restoration emerged as a distinct subcategory, with content creators advocating for the preservation and protection of sneakers as a long-term investment. The prominence of sneaker culture on social media has helped shift the focus from just buying sneakers to also caring for them.
Photo by Joey Balani
Sneaker Culture Today: Sustainability and Sneaker Care (2015–Present)
Almost 110 years since Keds and Converse dropped the original sneakers, we’re seeing another shift in the market. As the dangers of ‘fast fashion’ start to dominate the conversation, sustainability has become a focal point within sneakerhead culture.
With younger consumers increasingly prioritising eco-friendly designs, brands like Nike, Adidas, and Reebok have incorporated sustainable production methods, using plant-based and recycled materials. With a focus on environmentally friendly styles, new brands such as Veja and Allbirds have surfaced. These shoes express who you are as a person and are more than just a status symbol. They tell the world you care about the future of our planet.
As conscious consumerism has grown, sneakerheads are taking proactive steps to reduce their personal carbon footprints by taking care of their shoes. Sneakers are no longer a collectable that can be worn until the soles fall off or kept in a box.
How The Newest Trend is Sneaker Care
Thousands of hours of YouTube videos and entire Reddit forums are devoted to the topic of sneaker cleaning and restoration. DIY sneaker cleaning isn’t easy, especially if you’re relying on household cleaning products. The wrong formula or product could destroy your favourite Air Jordans or lower the value of your most expensive sneakers.
That’s why we launched KLARVIA, the home of eco-friendly sneaker protection. Our premium sneaker care kits are gentle yet effective at maintaining and protecting your favourite sneakers, with sustainable, non-toxic ingredients that are safe for all sneaker materials. Our KLARVIA Atlantic Shore protects your sneakers as soon as they’re out of the box, while the KLARVIA Atlantic Breeze keeps them smelling fresh between wears.
Looking after your sneakers isn’t just about preserving their value or making a lifestyle statement. For many collectors, caring for their sneakers becomes a ritual, allowing them to appreciate each pair and get the most value out of their collection with sustainable sneaker care. The KLARVIA Atlantic Foam is the backbone of your sneaker cleaning routine, perfect for removing signs of wear and spot cleaning.
What is the Future of Sneaker Culture?
Sneakers have been a pop culture phenomenon, and the industry has always reflected wider societal movements, especially within younger generations. With a growing focus on sustainability, it’s no surprise that the future of sneaker culture is being framed by growing calls for more biodegradable materials and recycling schemes.
The petroleum-based synthetics originally used to make sneakers are being replaced by recycled plastics and new materials, like pineapple fibres and sugarcane foam. Brands like Allbirds, Adidas, and Nike have released sustainable sneaker lines designed to be recycled.
With the emergence of eco-conscious sneakerheads, we don’t expect the collectable or value of designer sneakers to fall. Instead, collectors and casual fans will learn how to wear, store, and collect their shoes in a smarter way. At KLARVIA, we’re helping to make sneaker culture more sustainable with our eco-friendly cleaning products to protect your sneakers.
We also expect to see even more focus on combining technology and building communities, in addition to sustainability. The resale market will keep growing, but sneaker brands are using technology to fight back against fake shoes and improve your shopping experience, from offering custom-made sneakers to easier online drops.
The future of sneaker culture is all about finding a balance between hype and consumer demand and the growing need for sustainability and new technologies. With the rise of AI, virtual reality, and technology like blockchain, the next decade could transform how we buy, collect, and care for our sneakers.
Photo by Christian Jaya
Protect Your Sneakers with Sustainable Sneaker Cleaning Kits by KLARVIA
Sneakers have gone from simple, functional footwear to a status symbol nurtured by the basketball and hip-hop industries, emerging as not a subculture, but a way of life. Gaining popularity thanks to celebrity collaborations, social media, and the rise of luxury sneakers, the sneakerhead culture we know today isn’t just built on hype.
Sneakers are a symbol of self-expression, a high-value collectable, and a luxury fashion accessory that speaks to the culture and community you feel connected to. It’s not enough to just buy the newest limited-edition sneakers; you also have to take good care of them.
Join the waitlist for our eco-friendly sneaker cleaning kits to give your shoes the care they need. Want to join the sneakerhead community? Follow KLARVIA on Instagram and TikTok to see exclusive behind-the-scenes content.
