By Blake Timms

A few years ago, when Kanye proclaimed that Yeezy had jumped over Jumpman, was he talking about financial numbers? What if he was alluding to something else? What if the power of the music artist was more influential in modern-day footwear than previously thought before! Let me break this down concerning culture today.

When we think of sneakers, we primarily associate them with a sporting function, whether in the gym or playing basketball. Meaning the sneaker has always been there to improve athletic performance and has a deep relationship with the ‘athlete.'

Making it easy for brands to create signature athlete shoes like the LeBron, Kobe, Stan Smiths, and Jordans, dominating the shoe game for so long, having heavily influenced fashion. Times are changing, and there has been a changing of the guard

In 2005 Reebok stuck its neck out and decided that it was time for a change.

They signed music artist Jay Z & rap group G Unit and gave them their signature shoe. It was the first time the brand had given music artists a shoe. It was this time, the internet that we know started to take shape along with social media. 

Social Media has been the biggest marketing disruptor in history, and music artists have used it to their advantage and somewhat better than athletes. If you think about some of today's biggest music artists, they were found on Myspace, YouTube, and early Facebook. 

Social platforms allowed artists to get in front of fans around the world in a click and have no record label red tape. More importantly, music artists, apart from sports stars, can openly express how they feel through their music. Becoming polarizing and capturing the listener's attention is somewhat part of the job description.

Whereas, athletes are part of larger business machines and therefore have a wider set of responsibilities (contracts). This is why you see sports stars for the majority of time keeping their emotions to a minimum.

Due to this new "digital-emotional-connection," the music that artists create propelled them past athletes in the sphere of influence, and brands realize this. The point and case for this are Kanye West. By working with several brands, being emotional, and breaking down barriers for music artists, he and others are now benefiting today. 

Whether you like it or not, his Yeezy brand has been one of fashion's talking points over the past 5 years with the sneakers selling out every time.

With that said have you noticed how closely sports brands are now working with music artists? You only have to see this with collaborations like; Puma X Rihanna, Drake X Nike, and Adidas & Pharrell to work out that music artists are becoming the favored people to go to. Look at the relationship between Travis Scott and Nike. 

There have been several Nike sneakers releases with the rapper in such a short space of time. In some cases, the rapper has had more sneaker releases than some athlete shoe models. This indicates that Nike values music artists and getting their products seen by Travis Scott’s followers.

Ask yourself this, “When was the last time (besides Jordans) you heard of a pure athlete model sneaker selling out in seconds?”...Tumbleweed. Now ask yourself,

“How easy is it going to be to get your hands on the next Travis Scott and Nike collab?” 

Why are we not seeing more athlete sneaker models dominate the market and become fashion statements? Mainly because the tastemakers in the sneaker game have changed. Where we used to think of sneakers functionally, we now think of them culturally. Brands recognize this also.

Music artists are investing more with sports apparel brands. And there could be a musical revolution happening in the sneaker game. 

It's already started!

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