High takes
The biggest moves in the athletic market.
Colin Kaepernick’s Return
Former San Francisco 49ers quarterback Colin Kaepernick has arguably made more headlines off the field fighting for social justice than he ever did on it. The polarizing ex-football player, whose anthem-kneeling protest generated both acclaim and outrage, was the star in Nike’s “Just Do It” 30th anniversary campaign, a move that marked the latest testament to his ability to make waves. Though largely applauded — Nike reportedly scored major digital sales gains and raised its clout among key constituents — his inclusion received its share of criticism, with President Donald Trump among the campaign’s biggest detractors.
Losing Steam
Maybe it’s Kanye West’s controversial political views or perhaps it’s a change in fashion tastes, but momentum surrounding the once red-hot Yeezy franchise appeared to cool off in 2018. The year marked the first time Adidas mass-produced a style, the September release of the Yeezy Boost 350 V2 “Triple White,” which was still widely available a week after its release date. Subsequent drops from West and Adidas also sat on shelves.
Los Angeles State of Mind
There are plenty of reasons to move to L.A.: the sun, the palm trees and the relaxed vibe. But top boutiques this year gave sneaker fans another reason to love the city. Kith and Bodega opened in the City of Angels in February and March, respectively, and Sweden standout Sneakersnstuff announced in September it would open a Venice Beach door in January.