Before the 90s and Jordan came about, sneaker culture was a whole different story. Groups like Run D.M.C made sneakers popular, Nike wasn’t really the way to go, so people were always rocking those three stripes. But once the late 80s, early 90s hit and guys like Mike and the Fab 5 (shoutout to Michigan) put Nike on the map. It was a shift in culture, people went from wearing shell toes to leather mids made for hooping. Nike was able to sign people, whether it be music icons, or athletes, and the trend continued throughout the early 2000s and still holds some truth today.
With that being said, the 2010s have brought about a lot of interesting scenarios. It all started with Kevin Durant. Durant’s contract with Nike was under speculation in the summer of 2014, the superstar was on the verge of leaving and signing with Under Armour, however, he chose to stay with Nike after signing a 10 year deal wort a reported $300 million.
Next was James Harden, who decided to part ways with the Nike team and signed a 13 year contract with Adidas wort $200 million. What about Lebron? He recently signed a lifetime contract with Nike said to top KD’s record.
Another important signing that Adidas pulled of was Nick Young, also known as Swaggy P. The basketball player is also seen as some what of a fashion icon, and sneaker enthusiast. And how can you forget about the collabs with Kanye West, Raf Simmons, and others? After the dramatic falling out with Nike, Ye decided to switch over and collab with the three stripes. The sales have been going stupid while there’s Jordans and Nikes just sitting on shelves.
Is this the start of the ending for Nike, or will the Adidas hive pass like it was never here?