Sneaker of the season? Why Addidas continues to be in trend

Summer is here! Now is the time to delve into the intriguing phenomenon surrounding one of the most puzzling trend cycles we have seen in recent memory: the Adidas Samba. As we find ourselves in the quiet days leading up to summer, tension builds for a series of highly expected collaborations featuring this adaptable soccer sneaker - including the much-anticipated collaboration with Wales Bonner. It is almost sure that the Samba will once again reign as the shoe of the summer, just as it did in previous years.

What makes the Samba moment truly enigmatic is its enduring presence. The popularity of this shoe continues to skyrocket, showing no signs of waning. Young New Yorkers are mad about the white vegan Samba, and it's a truly popular shoe in the city, which speaks volumes about the widespread attraction and omnipresence of this iconic sneaker.

However, the Samba underwent a remarkable surge in vogue throughout 2022, solidifying its rank as one of the most coveted fashion articles. As a result, one can imagine that such high demand resulted in a shortage earlier this year, with the black Sambas and their vegan version reportedly selling out on the Adidas website. The hashtag #adidassamba accumulated hundreds of millions of views on TikTok, additionally fueling the advertising. Additionally, Shanghai hosted an exclusive Samba-only pop-up event this spring, emphasizing the sneaker's global appeal.

Recognizing the huge potential for profit, Adidas has made it clear that they intend to capitalize on the success of their 76-year-old design, especially as they seek to address a $2 billion deficit following the Yeezy collaboration. Bjørn Gulden, the CEO, highlighted the importance of the Samba during the March profits call, declaring it the most wanted shoe on the market. He further revealed the company's enterprising plan to sell even more Samba pairs by constantly ramping up the sneaker franchise quarter after quarter. It's clear that Adidas aims to keep this momentum alive and maximize its sales potential.

However, as sales resume to fly while the initial hype slowly declines, (particularly among influencers and trendsetters) there is a growing challenge in interpreting the trend and comprehending what wearing Sambas really represents today. In fact, a recent headline from Strategist boldly declared that these shoes are outdated, indicating a shift in perception already. But this struggle to define the essence of the Samba seems to be splitting along generational lines, further adding to the complexity of understanding its contemporary cultural substance. As the popularity of the Samba evolves and new trends emerge, it becomes increasingly demanding to determine its exact symbolism and the message it conveys to different generations of consumers.

The demand for the Samba shoe has brought about a sense of fierce energy, causing some longtime Samba wearers to feel restless. These individuals still perceive the Samba as a dependable and affordable everyday sneaker. The present resale market additionally supports this notion. Stadium Goods, a prominent sneaker retailer, announced that their Samba sales have grown tenfold since just last fall. In fact, this past April witnessed the highest number of Samba sales ever registered by the retailer. Among the various choices available, the OG classic and vegan Sambas have emerged as the most favored choices among clients.