There was a time when it was hard to tell which shoe was dominating the landscape. The culture was so rich with selection that each region had a style that deferred from the other. Kids from different neighborhoods of the same city each had their own style and choice of kicks. Things have changed a bit. As the sneaker community grows, differentiation seems to have dwindled a bit. Most can be spotted rocking one of a few brands. Though all appreciate the product that is available, has the current client squeezed out any possible competition? Is it truly impossible for a new brand to crack the seemingly unbreakable seal of the sneaker world?
Last decade saw quite a few companies make an impact. Brands, such as Android Homme and Creative Recreation, created a lane, and received celebrity endorsements. Oddly enough, the lifestyle brands are on different ends of the pricing spectrum, but have enjoyed similar success. Other brands, such as Gourmet, have gained steam due to the expansion of their catalog. Lesser known, but equally prominent brands, like Visvim have a cult fan base that includes popular names, such as Kanye West. Though each of these brands are very popular in their own right, and continue to be successful, they have resonated with sectors of the population as opposed to mass, general public.
Kanye in Vizvim shoes
However, there have been companies to start within the last decade that have exploded into powerhouses. The case study for such achievement is Supra. The company hit the scene in 2006, and has been on a steady rise ever since. The company capitalized on the popularity of the Skytop, and now boasts a catalog of over 20 sneakers. Supra also has an impressive list of accomplished skaters on their team, such as Terry Kennedy and Stevie Williams. In just seven short years, the company has done collaborations with the likes of Lil Wayne and Bun B. They have also received endorsements from celebrities, ranging from Justin Beiber to Jay-Z, and are considered one of the top brands in the skate community. You can now find Supra in just about any shoe retailer around the country. By sticking to their skate roots, but being willing to stretch the genre, Supra has transformed from niche to trendsetter in less than ten years.
Jay-Z performs in the Supra Vaider
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