Few footwear brands have managed to become as deeply embedded in British youth culture as Kickers. What started in 1970 as a French-inspired footwear label quickly developed a life of its own in the UK, moving far beyond its original identity to become part of the uniform worn by generations of musicians, ravers, creatives, and school kids. Now, more than five decades later, Kickers is putting that cultural history at the centre of its latest chapter with the introduction of Kickers Classics.
Bringing together the brand’s adult silhouettes, elevated collections and collaborations under one fashion-focused identity, Kickers Classics is designed to sit alongside the established school offer while still pushing the brand further into contemporary style. It is an approach that recognises something Kickers has understood for decades: its influence has never been limited to one scene.
The same shoes that became familiar outside British schools have repeatedly found their way into clubs, record shops, stages and streets, changing meaning as different generations made them their own.
That history provides the foundation for the first Kickers Classics campaign, produced by cult vintage institution Wavey Garms and fronted by DJ and producer Elize Rose. The film places Kickers directly inside the eccentric, sometimes chaotic world that helped make the brand what it is today.
From Bowie to Grime
The story stretches back to the 1970s, when figures including David Bowie, Elton John and Roger Daltrey were associated with Kickers, way before the brand became absorbed into an increasingly broad collection of British subcultures. By the time acid house and the Haçienda scene came by in Manchester, Kickers had taken on a different role. Its association with music and nightlife continued through Madchester, Britpop and eventually grime, demonstrating how effectively the silhouette could move between different worlds.
That ability to evolve is central to the new campaign. Set againsst a British high street, Eliza Rose moves between characters and scenes representing the people and subcultures that have contributed to the Kickers story. Wavey Garms brings together different generations and scenes and allows them to collide.
One of the film’s key moments sees emerging grime artist Jayahadadream go head-to-head with a Haçienda-era Mancunian raver over which genre deserves the crown. It is a playful campaign, but also one that captures the way Kickers has continually crossed musical boundaries. Elsewhere, David Schaal, best known for playing Jay’s father in The Inbetweeners, appears behind a market stall delivering a series of cockney one-liners.
The campaign continues to jump between eras. The Brit Boys, soon-to-be BRIT School graduates making their campaign debut, performing a TikTok dance while wearing the full Kick Hi 75 collection, bringing a contemporary energy into a story that stretches back half a century. Schoolchildren passing through the scene procide another reminder of Kickers’ longstanding place in British school culture, where the shoes became far more than a piece of footwear.
The Kick Hi 75 Enters a New Era
At the centre of Kickers Classics is the Kick Hi 75, an elevated interpretation of the original Kick Hi that first released in 1975. While its proportions and instantly recognisable attitude remain closely connected to the archive, the new version has been developed around the expectations of the modern wearer. That’s why the brand opted in for premium materials and additional comfort into one of Kickers’ most recognisable silhouettes.
The design keeps the visual codes that have made the Kick Hi identifiable. White stitching runs across the upper, while thick white cotton laces and the Kickers branding reinforce the connection to the original. The difference is visiblr in the materials. The Kick Hi 75 is made from super-soft leather, giving the upper a supple feel that should develop additional character over time. The intention is for every pair to show a form of personal style through dirt and creases.
The colourways keep things rooted in Kickers’ visual history while alo opening the door to a more fashion-led wardrobe. Red, Black, Navy and Tan are the four launch colourways.
Built for Everyday Wear
Kickers made big changes beneath the surface. The collar has been elevated and fitted with a supple sheepskin lining, while softer foam add cushioninh around the foot. Updated reinforcements have also been incorporated to improve flexibility and comfort.
Underfoot, an-hybrid OrthoLite insole combines moulded cushioning with a breathable leather lining. That has resulted in a more comfort-focused interpretation of the silhouette. The signature moulded Kick outsole remains in place, providing the traction and grip required for everyday movement.
Kickers’ iconic fleurette has been doubled and given subtle debossed details, adding another layer of distinction. On the Black version, cloud-cream stitching works against the darker leather, while the familiar red and green tabs bring a flash of the brand’s signature colour into the construction.
From the Schoolyard to the Dancefloor
Perhaps the most telling moment in the campaign comes outside a club, where a group of indie-sleaze characters wearing pimsolls are refused entry while those wearing Kickers are allowed to enter. The scene directly references periods when “no trainers” policies were a common occurrence at clubs, where Kickers were the rebellious way around this policy as they were considered acceptable on the dancefloor.
Kickers Classics launches with the Kick Hi 75 on 9 September 2026, priced at £120, available through KICKERS.co.uk.
Kickers Classics Brings Five Decades of British Youth Culture Into Focus With Eliza Rose
