Air Dior 1 and the sneaker market worth US$79 billion.
Remember the US$2,000 Air Dior 1? This is it now (a gain of US$30 million for Dior only), feel old yet?
After selling around 13,000 pairs of the much-talked-about Air Jordan x Dior sneakers, it's no surprise that the collab is rumored to be coming back in new colorways. The selected colors in the works could be Chicago, Royal, and Triple White.
This extremely limited and instant sold-out design is the perfect example of the giant market that sneakers have become. The undisputed cultural symbol for our times is worth US$79 billion and it's predicted to have reached US$120 billion by 2026.
Going beyond collectors, the sneaker world keeps on growing as consumers are looking for quality AND quantity, as well as a status symbol. Everything crafted with high-quality materials, such as leathers that allow brands to experiment with colors and cuts. Once used only for athleticism, sneakers are now a huge part of culture and apparel in general. And, as many sneakerheads may say, it's a culture with no turning back.
But not only that, people are valuing comfort and freedom. As Romy Samuel from Common Ace told us last year, streetwear and sneaker culture are really "just about comfort and confidence, and being who you wanna be at the end of the day."
It's the commercialization of cool in the very sense as it keeps dominating the consumer market.
Check how women are taking over the sneaker world with their own feet in our chat with the founders of the online shopping platform Common Ace.