Sneakers have always been more than just footwear, they’re a reflection of identity, culture, and personal style. Across the globe, sneakers hold unique significance, often tied to regional trends, local subcultures, and personal stories. From the streets of Tokyo to the boroughs of New York, the sneaker game is as diverse as the people who wear them.
That’s why this year, we wanted to go beyond just naming the best sneaker. Sneaker of the Year (SOTY) is about celebrating what makes this culture so vibrant and dynamic. By opening up the conversation to sneaker fans worldwide, we’re creating a space where voices from every corner of the globe can be heard, regional sneaker stories can shine, and a collective passion for kicks can be shared.
Local Roots to Global Impact
First and foremost, we wanted to start by talking to the people who have truly built this ever-growing sneaker community. What started as a small initiative in the UK has now expanded into a global network of passionate sneaker enthusiasts. These are individuals who share their love for sneakers daily, through images, stories, and discussions that capture not only the footwear but the moments tied to them.
From groundbreaking collaborations to historic releases, this year has been nothing short of monumental for sneakers. We believe 2024 has been one of the strongest years for genuine sneaker culture in a long time as people dissaciated from Social media trends and rediscovered a passion for new. That’s why we’re shining a spotlight on our global community, who bring us unique perspectives from every corner of the world.
In the following segments, members of our community break down what sneakers mean to them in their local areas. From design and innovation to cultural impact, they explore how sneakers influence their surroundings, their identity, and their connection to the broader sneaker world. This is a celebration of the diversity, creativity, and passion that define sneaker culture. Let’s hear from them!
London: @james.harvey5
London’s sneaker culture took a sharp turn in 2024 as the collapse of the resale market marked the beginning of a more authentic era. With resale prices plummeting and exclusivity losing its stranglehold on sneaker status, the scene feels more grounded than ever. While some argue that this year’s Nike releases, including the Jordan 4 Black Cement, Jordan 4 Industrial Blue, and Jordan 3 Black Cement, lacked excitement, creativity and personal style have firmly reclaimed the spotlight in this post-hype landscape.
As a city that blends streetwear and high fashion, London has always stood out on the global stage. In 2024, that distinction became even more pronounced. From timeless classics to bold new designs, we embraced sneakers as tools of self-expression, shaped by global trends but defined by local creativity. The fall of the resale market has been a game changer. What was once a chaotic scramble for drops and bots has given way to a more level playing field. With wider availability for both general and limited releases, sneakers are no longer just trophies but wearable art. This newfound accessibility has reignited the joy of wearing sneakers for personal style rather than market value.
This year also saw a rise in alternative silhouettes, with the Puma Speedcats becoming an unexpected favourite. Their sleek, racing-inspired design offered a refreshing contrast to the chunky retro runners of recent years, cementing their place as a versatile choice for both casual and elevated looks across the city. Adidas also continued to dominate the culture with its Wales Bonner collaboration standing out. The Samba, already beloved for its retro aesthetic, received an artisanal upgrade, seamlessly bridging sneakerhead culture with high-fashion editorials.
It wasn’t just the sneakers that turned heads this year, it was how Londoners styled them. The shift toward baggy pants, oversized fits, and utility-inspired fashion perfectly complemented 2024’s standout trends. The city leaned into a Japanese streetwear ethos, balancing voluminous silhouettes with clean lines, with brands like Needles, Kapital, and WTAPS becoming just as prominent on the streets as Nike or Adidas.
Gorpcore, the outdoor-inspired, utilitarian fashion movement, also left its mark. Trail runners like the Salomon XT-6, HOKAs, and Nike ACG models were paired with tech-driven outerwear from Arc’teryx and Patagonia, creating a blend of functionality and style that felt uniquely London. This trend not only reflected the city’s unpredictable weather but also its ability to effortlessly mix practicality with fashion-forward thinking.
Local collaborations were another highlight, showcasing a knack for individuality and its role as a gateway for collectors. Local retailers like Footpatrol and Offspring have become cornerstones of the sneaker community, serving as hubs where we can access exclusive designs and limited releases. The Footpatrol x 1906R collaboration reflected the retailer’s deep connection to outstanding design. Similarly, the Offspring x Ozweego project demonstrated how the retailer continues to cater to its loyal following by curating collaborations that resonate with the tastes and passions of the community and a stand out event. These retailers aren’t just stores, they’re cultural landmarks that make rare and coveted releases accessible, elevating the city’s reputation as a capital of sneaker culture.
London’s sneakerheads embraced a spectrum of styles this year, proving that great taste can span the timeless and the experimental. Silhouettes like the Jordan 1, 3, and 4 continued to anchor collections, with releases like the Jordan 3 Black Cement remaining perennial icons. At the same time, bolder designs like Adidas SL72s and futuristic models from Salomon and HOKA found their way into heavy rotation. This balance between honouring classics and exploring new frontiers encapsulates London’s eclectic sneaker DNA. Whether revisiting beloved designs or championing cutting-edge creativity, the city’s sneaker scene in 2024 is driven not by hype, but by passion.
Berlin: @kjxvz
The sneaker market in Germany, much like in other countries, has undergone changes over the past two years. The shifting trends have seen Nike and Jordan’s dominance give way to enthusiasm for brands like New Balance and Asics, which are now considered some of the most sought-after. This evolution reflects the change in consumer preferences but also a broader diversification in style and brand loyalties.
At the same time, the resell market has experienced a noticeable decline in profitability, largely due to the effects of inflation. Shoes that once commanded high premiums on the secondary market are now seeing diminished value allowing us to buy them up for reasonable prices. Despite this, certain popular models continue to thrive. Among them are the adidas Samba Campus, which have gained renewed traction, as well as classic silhouettes from Nike, like the Air Max TN, Air Max 1, and Air Max 90. The Air Jordan 4 remains a staple in the scene, beloved for its timeless design and versatility. On any given day, however, you will still some truly unique gems being rocked on the streets, showcasing the individuality of sneaker culture in Germany.
Unfortunately, when it comes to special events, the German market has seen a decline in activity. Dedicated sneakerheads often complain about the lack of frequent opportunities to gather and celebrate their shared passion. That said, when standout events do occur, they are usually spearheaded by prominent retailers such as BSTN and Solebox. Another highlight on the calendar is Sneakerness in Cologne, an event that attracts collectors, brands, and fans from all over. These moments, though rare, are crucial for the community, keeping the culture alive and thriving despite the challenges of the current market.
Middle East: @a7n3
2024 marked a significant period of evolution for the sneaker and streetwear scene in the Middle East. With the initial wave of sneaker hype cooling down, enthusiasts are now venturing into uncharted territories, exploring fresh silhouettes and embracing a wider variety of brands. This shift represents a maturing culture that has moved beyond the dominance of global heavyweights like Jordans and Nikes. In the UAE, specifically, there has been a noticeable surge in interest towards other brands such as New Balance, ASICS, and Saucony, signalling a more open and diverse mindset among the community.
One of the clearest signs of this growing demand is the rise of street, fashion, and music-related events across the region. Newcomers like BRED in Abu Dhabi and SNEAK ME in Saudi Arabia are quickly gaining traction, adding fresh energy to the scene. However, it’s important to recognize the foundation laid by SOLE DXB, the pioneering event in the UAE that dates back to 2011. What started as an intimate gathering for street culture enthusiasts has evolved into a global platform showcasing international brands, artists, and designers. SOLE DXB has become a symbol of the region’s capability to bridge local talent with global trends, setting a high benchmark for other events to follow.
These events offer a safe and creative space for self-expression. They celebrate fashion as a whole, from vintage looks and football-inspired aesthetics to avant-garde experimental styles. Such gatherings unite individuals from diverse backgrounds, allowing them to connect over shared passions and inspirations.
To fully appreciate the trajectory of the sneaker and streetwear culture in the MENA region, it’s crucial to understand its roots. Unlike in Western markets, where street culture evolved organically from skateboarding, hip-hop, and urban lifestyles, the Middle Eastern scene has a distinctive origin. Much of it can be traced back to the Filipino community residing in the region. Known for their strong connection to global street culture, Filipinos played a pivotal role in introducing and popularizing sneakers, streetwear, and the ethos of self-expression that defines this movement. This unique starting point has given Middle Eastern street culture a flavor unlike any other in the world.
As we wrap up 2024, it’s clear that this year was a turning point for the sneaker and streetwear culture in the UAE and the broader MENA region. While still in its infancy compared to established markets in the U.S. or Japan, the progress is undeniable. There’s a lot to look forward to as the community grows, diversifies, and finds its own voice on the global stage.
With a growing appreciation for alternative brands, the rise of inclusive and innovative events, and the region’s unique cultural influences, the future of street culture in the Middle East is filled with potential. Whether you’re a sneakerhead, a fashion enthusiast, or simply someone intrigued by this evolving landscape, it’s an exciting time to witness—and participate in—the growth of a truly unique scene.
America : @Chefdoomy
In 2024, we saw a significant change in where sneakers are trending. While Nike and Jordan still put out some of the most popular shoes on the West Coast, it’s clear that New Balance and ASICS had their moment to shine. What was once all the talk with the younger generations – Nike Dunks and adidas Sambas – has now shifted to ASICS Gel-1130s and New Balance 9060s. Mesh runners are taking over.
What could possibly slow down the rise of mesh runners and help Nike and Jordan Brand maintain their foothold in the area? Strong collaborations with LA local shops, such as the recently released Kids of Immigrants Air Max SNDR collaboration that’s received praise for telling a great story and being beautiful. Even in a huge metropolitan area, support for local businesses is strong, and brands working with the locals shape what sneaker fashion trends towards.
With other factors in play, such as the variety of brands, styles, and a cooling resell market, it’s great to see how 2024 shaped into a year where sneakerheads are truly seeking out what they like.
The Experts: Shaping the Future
A culture as dynamic as sneakers wouldn’t exist without the minds pushing the boundaries of performance and innovation. At its core, sneakers are about more than style—they’re a testament to progress, technology, and functionality. From cutting-edge production techniques like 3D printing to the incremental yet critical improvements in athletic footwear, the industry continues to evolve at an unprecedented pace.
One of the most significant conversations shaping sneaker culture today is sustainability. As the world becomes more conscious of its environmental impact, brands are stepping up to reimagine how sneakers are designed, constructed, and distributed. From recycled materials to eco-friendly production methods, we are seeing major strides that balance performance, durability, and environmental responsibility. These efforts mark a turning point for the industry—proof that sustainability and innovation can work hand-in-hand without compromising quality or design.
Behind every breakthrough is a dedicated team of designers, engineers, athletes, and visionaries who work tirelessly to shape the next generation of sneakers. Whether it’s creating performance footwear that enhances athletic achievement or developing sneakers that redefine everyday wear, these experts are the driving force behind the culture’s continued success.
3D printing :
3D printing has emerged as a transformative force within the sneaker industry, redefining how we approach design, production, and customisation. A technology once reserved for prototyping has now become a tool for creating functional, wearable, and even sustainable footwear. Its impact on sneakers goes beyond aesthetics and is focused on pushing the boundaries of performance, efficiency, and personalisation.
One of the key advantages of 3D printing in sneaker design is the unprecedented level of precision and complexity it allows. Designers can experiment with intricate structures, such as lattice midsoles or modular components, that were once impossible to manufacture using traditional methods. These designs are not only visually striking but also highly functional, offering improved cushioning, support, and energy return tailored to the wearer’s needs.
Sustainability :
Sustainability is no longer just a trend in the sneaker industry—it’s becoming an imperative. As environmental consciousness continues to grow globally, brands are embracing the challenge of rethinking how sneakers are designed, manufactured, and consumed. The result is a wave of innovation that marries environmental responsibility with performance and style.
One of the most visible advancements in sustainability is the use of recycled materials. Designers and manufacturers are increasingly incorporating materials such as recycled plastics, old sneakers, and even ocean waste into their products. These reclaimed materials are being transformed into high-performance footwear without compromising aesthetics or functionality. Such efforts demonstrate the industry’s growing commitment to reducing waste while creating durable and innovative designs.
Circularity is a game-changing concept that focuses on designing sneakers for disassembly and reuse. By creating products that can be easily taken apart, manufacturers are reducing waste at the end of a shoe’s lifecycle. Some initiatives even allow consumers to return worn-out shoes to be recycled into new ones, helping to close the loop on production. Circular design minimizes waste and encourages consumers to rethink how they engage with their footwear, fostering a culture of sustainability and responsibility.
Performance :
Performance technology in sneakers has experienced unprecedented growth this year on the backs of running clubs. At the heart of this evolution is the quest to improve speed, endurance, and recovery for athletes across all disciplines. From advanced foams to carbon fiber plates, the sneaker industry is at the forefront of engineering breakthroughs that blur the line between science and sport.
The term “super shoes” has become synonymous with elite performance footwear. These cutting-edge running shoes feature lightweight, highly responsive foams and integrated carbon fiber plates designed to maximize energy return. The combination of these technologies enhances running efficiency, allowing athletes to maintain higher speeds with reduced energy expenditure. Super shoes have been credited with breaking records across distances, from the 5K to the marathon, revolutionising how athletes approach competition.
The Brands: Crafting Stories, Shaping Culture
Brands are the heartbeat of the culture, and at the center of every great sneaker is a story waiting to be told. Sneakers resonate with people not just because of their design, but because of the emotions, memories, and the cultural significance attached to them. Whether it’s a nostalgic silhouette that reminds you of your childhood, a collaboration that pushes creative boundaries, or a colourway inspired by something meaningful, brands have mastered the art of connecting with their audience through storytelling.
From iconic models that transcend generations to new releases that set trends, branding and storytelling are what elevate sneakers from simple footwear to culture points. These stories allow sneakers to become symbols of identity, moments in time, and reflections of personal style. Whether it’s a legendary athlete wearing a pair on the biggest stage, a musical artist shaping an entire genre with their choice of kicks, or a collaboration with an artist or designer that changes how we view fashion, brands bring these narratives to life.
This combination of storytelling, nostalgia, and innovation keeps sneaker culture thriving. The best sneakers don’t just look good, they mean something. They tell a story that resonates with individuals on a personal level, while also contributing to the broader cultural conversation.
Footwear Designer – @Chrissy.d.t
2024 was an intriguing year for footwear design. A sneakerhead might say it was a quiet year for sneaker innovation and newness, and I’d probably agree—at least on a commercial level. However, I see this year as laying the groundwork for some major 2025/26 sneaker moments, particularly in design innovation and material development. Brands like ON Running are pushing boundaries with concepts like actual “spray-on” runners. Zellerfeld’s partnership with Nike on the 3D-printed AM1 and visionary designers like Michael Cutini collaborating with Reebok to create futuristic modular printed footwear are setting the stage for the next wave of commercial sneaker trends.
Running dominated in 2024, sparking a noticeable shift in sneaker preferences. As more people began taking running seriously and experienced the comfort of true performance footwear, many started choosing high-stack running shoes for casual wear. Brands like Hoka, Saucony, and ON Running have benefited greatly from this trend—personally, I’m a fan of Saucony’s Endorphin line for its blend of performance and style. It’s also been fascinating to see running culture influence traditional streetwear, with brands like REPRESENT teaming up with PUMA on the 247 running sneaker and clothing range—a collaboration that’s nothing short of genius.
When it comes to color trends, 2024 continued the relentless reign of earth tones like brown, beige, and off-white, which I absolutely adore. Travis Scott remains a key influence, setting the tone for which shades of chocolate or cream capture my vibe each season.
If I had to pick a sneaker of the year, I’d choose the SAUCONY PRO GRID TRIUMPH 4. This shoe has put Saucony back on the map in the streetwear scene, evoking nostalgia for the good old days of quirky collaborations, like the Saucony x END ‘Nessie.’ It’s a fantastic shoe that represents a step in the right direction, seamlessly blending earth tones, running trends, and retro sneaker aesthetics.
Conclusion
Sneakers have always been symbols of identity, creativity, and cultural expression. From the local communities where trends are born to the global platforms where innovation thrives, sneakers connect people, tell stories, and inspire movements. Whether rooted in performance, artistry, or nostalgia, they capture the essence of individuality while fostering a shared passion that transcends borders.
This year, we want to make “Sneaker of the Year” something that celebrates all facets of our industry and spotlights those who do great work. By opening up the conversation to enthusiasts, experts, and brands from every corner of the world, we hope to highlight not just the shoes but the people and ideas that make sneaker culture so vibrant. From the streets of London, Berlin, and New York to hubs in the Middle East, LA, Tokyo, and beyond, the stories shared reflect a culture that deserves to be celebrated. Now take a look over the rest of the “Sneaker of the Year” section, enjoy the next few weeks and keep an eye out to see what really is Sneaker of the year. Here’s to the sneakers that shaped 2024!
