It was believed to be reserved for Sunday runners, but this summer, this brand of sneakers is everywhere: on stage, in clips, on the edge of the fields and in the streets. Boosted by Louane, it sprayed all the meters in France.
In the history of the sneaker, there are icons and outsiders. Some brands live from their glorious past, others make their way away from the big logos and rowdy campaigns. This is what is happening right now with an unexpected brand. For the past few weeks, it has competed for a series of labels, including the most installed.
In May, it became the most sought -after sneakers’ brand in France according to JD Sports data. A first. In one year, his online research jumped 78 %. Its star model is unanimous: massive sole, nerve lines, vintage look, breathable material. A look between sport and street that fits perfectly with the Y2K aesthetics, returned in force. This style, inspired by running shoes from the 2000s, seduces everyone. Fashion fans, teens, nostalgic thirties, influencers. Starting with Louane, who multiplies the appearances with this pair on the feet. Result: stock breaks are linked, the model in all sales tops and other brands follow this trend closely.
Even the most advanced celebrities seated: Kylie Jenner was seen with another model of the same range, Naomi Campbell too. In short, no plated fashion effect, no 180 degree turn. Just a rise in power at the crossroads of style and technique. This particularly appeals to fashionistas: silver mesh, reflective finishes and cascading panels. Thus, everything that seemed too “utilitarian” is now stylish. The brand in question? Asics.
The old claw of runners, long perceived as cheesy, is today the most sought after in France. If Louane swears only by the Japan SP F model, the Gel-Ancc basketball also is a hit, as well as others like the gel-venture or the gel-flux, now become essential.
