{"id":18965,"date":"2025-11-07T10:45:06","date_gmt":"2025-11-07T17:45:06","guid":{"rendered":"https:\/\/footwearmagazine.com\/?p=18965"},"modified":"2025-11-07T10:45:10","modified_gmt":"2025-11-07T17:45:10","slug":"how-footwear-is-dominating-modern-culture-and-which-brand-is-leading-the-way","status":"publish","type":"post","link":"https:\/\/footwearmagazine.com\/?p=18965","title":{"rendered":"How Footwear Is Dominating Modern Culture, And Which Brand Is Leading The Way"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Interview by Alyssa Mann, Style Editor, Footwear Magazine<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From New Balance\u2019s resurgence to On\u2019s rapid ascent, today\u2019s footwear landscape is evolving faster than ever, shaped by innovation, culture, and the growing crossover between sport and fashion. To unpack it all, <em>Footwear Magazine<\/em> sat down with <a href=\"https:\/\/www.linkedin.com\/in\/rob-norman\">Rob Norman<\/a>, professor at the world renowned <a href=\"https:\/\/www.fitnyc.edu\/\">Fashion Institute of Technology<\/a> (FIT) in New York and author of <em>Making the Brand<\/em>. Norman\u2019s background as a creative director spans advertising, sports, and fashion \u2014 from working with ABC and Nickelodeon to launching multiple clothing lines of his own.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this exclusive conversation, he shared the brands redefining performance culture, the power of social media in brand collaborations, and why women\u2019s signature sneakers still face an uphill climb.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-which-brands-are-leading-the-footwear-industry-right-now\"><strong>1) Which brands are leading the footwear industry right now?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Right now, <strong>New Balance<\/strong> and <strong>On<\/strong> are shaping the direction of the market in very different ways.<br>New Balance has evolved from being the \u201cdad shoe\u201d of running culture into a cross-generational lifestyle icon. They\u2019ve managed to merge credibility in performance with genuine fashion relevance, a rare balance for legacy brands.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On the other hand, <strong>On<\/strong> represents the future. Their technology, lightweight cushioning, and sleek design philosophy have made them a serious global player. What\u2019s most impressive is how fast they\u2019ve scaled, while still feeling premium and niche.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While New Balance once led the pack, now it\u2019s finding its rhythm again.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2) What do you make of On appointing Burna Boy?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a brilliant cultural move. On\u2019s collaboration with Burna Boy highlights how music, fashion, and sport are now intertwined through social media and entertainment ecosystems.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Artists today rival athletes in reach, and Burna Boy\u2019s global influence brings new audiences into the On universe\u2014particularly across Africa and Europe, where his fan base is massive.<br>We\u2019ve seen this crossover strategy before, Bad Bunny with Adidas, Rihanna with Puma, but On\u2019s entry into cultural ambassadorship shows that performance brands can also speak the language of lifestyle and identity.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-does-social-media-matter-more-than-athletic-performance-for-collaborations\"><strong>3) Does social media matter more than athletic performance for collaborations?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Increasingly, yes\u2014but it depends on the story the brand wants to tell.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If the goal is to sell a <strong>performance product<\/strong>, you\u2019ll see campaigns centered on athletic credibility like Anthony Edwards or Giannis. But if the goal is <em>cultural resonance<\/em>, brands lean into lifestyle heroes like Jordan or Travis Scott.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Social media\u2019s algorithmic reach lets brands micro-target both audiences simultaneously. The athlete\u2019s feed becomes a training hub, while the celebrity\u2019s feed sells aspiration and aesthetic. The smartest brands use both approaches to hit multiple segments without diluting authenticity.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-will-asian-sneaker-brands-like-anta-challenge-nike-s-dominance\"><strong>4) Will Asian sneaker brands (like ANTA) challenge Nike\u2019s dominance?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In Asia\u2014yes. In the U.S. and Europe\u2014<em>not yet.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nike and Adidas have decades of brand equity and emotional resonance in Western markets. But in Asia, homegrown powerhouses like ANTA, Li-Ning, and 361\u00b0 are gaining serious traction. They\u2019re leveraging national pride, local athletes, and strong government support to fuel growth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When NBA players like Kyrie Irving sign with these brands, it validates them globally and boosts regional sales exponentially. The impact is clear: Nike isn\u2019t losing dominance, but it\u2019s no longer unchallenged in the East.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-where-are-smaller-brands-winning-on-innovation-and-sustainability\"><strong>5) Where are smaller brands winning on innovation and sustainability?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">They win by building sustainability into their business model from day one. Companies like On, Allbirds, and Veja design with circularity, recyclability, and renewable materials in mind instead of an afterthought. They\u2019re nimble, they can test quickly, and they resonate with younger, environmentally-aware consumers who view sustainability as a lifestyle standard, not a bonus.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Legacy players are catching up, but turning a global supply chain toward greener processes takes time. This agility gives smaller brands their edge\u2014and opens a profitable niche that big brands can\u2019t fill overnight.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-6-we-ve-seen-more-women-s-signature-sneakers-now-than-we-have-in-decades-yet-what-s-holding-them-back\"><strong>6) We\u2019ve seen more women\u2019s signature sneakers now than we have in decades, yet what\u2019s holding them back?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The issue isn\u2019t talent\u2014it\u2019s visibility and marketing investment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Since Cheryl Swoopes\u2019 first Nike shoe, more than a dozen WNBA athletes have had signature releases, yet few have received the same marketing scale as their male counterparts. Even Serena Williams\u2019 limited designs flew under the radar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Women\u2019s sneakers deserve the same storytelling and production budgets as men\u2019s. Brands need to stop treating them as niche and start treating them as aspirational. Women drive consumer spending ignoring that fact is just bad business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In addition, color shouldn\u2019t be gendered. When a women\u2019s line launches in all-pink, it sends an unintended message that it\u2019s <em>only<\/em> for women.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Look at brands like Nike or Way of Wade, when pink is used as an accent or balanced with neutrals, everyone buys it. The problem isn\u2019t pink; it\u2019s presentation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Inclusive marketing means showing diverse wearers. Men, women, and non-binary athletes\u2014in the same campaigns. Sneakers are cultural symbols, and colorways should reflect style, not stereotypes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Footwear has always been a mirror of culture but today, it\u2019s moving at the speed of influence. What we\u2019re witnessing isn\u2019t just an evolution in design or technology; it\u2019s a redefinition of identity through performance and storytelling.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From New Balance reclaiming its relevance to On redefining what a \u201crunning brand\u201d can look like, the market is no longer divided between sport and style, it now thrives where they intersect. Social media has become the new front row, turning athletes, artists, and everyday creators into brand narrators with global reach.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And yet, as Rob Norman points out, the conversation is far from complete. The future will belong to the brands that move beyond algorithmic hype, the ones that invest in inclusivity, sustainability, and cultural integrity. Because innovation may start in the lab, but true impact happens when a product becomes part of people\u2019s lives.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the end, the next era of footwear won\u2019t be defined by who runs fastest but by who tells the most authentic story.<\/p>\n","protected":false},"excerpt":{"rendered":"Interview by Alyssa Mann, Style Editor, Footwear Magazine From New Balance\u2019s resurgence to On\u2019s rapid ascent, today\u2019s footwear&hellip;","protected":false},"author":219894228,"featured_media":18968,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","pad_hide_post_author":"","csco_display_header_overlay":false,"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_location_hash":"","csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1364,1613],"tags":[1637,1510,1575,1591],"class_list":{"0":"post-18965","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-fashion","8":"category-opinion","9":"tag-footwear","10":"tag-new-balance","11":"tag-nike","12":"tag-on","13":"cs-entry","14":"cs-video-wrap"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Footwear Is Dominating Modern Culture, And Which Brand Is Leading The Way<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/footwearmagazine.com\/?p=18965\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Footwear Is Dominating Modern Culture, And Which Brand Is Leading The Way\" \/>\n<meta property=\"og:description\" content=\"Interview by Alyssa Mann, Style Editor, Footwear Magazine From New Balance\u2019s resurgence to On\u2019s rapid ascent, today\u2019s footwear&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/footwearmagazine.com\/?p=18965\" \/>\n<meta property=\"og:site_name\" content=\"Footwear Magazine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/footwearmagazine\" \/>\n<meta property=\"article:published_time\" content=\"2025-11-07T17:45:06+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-07T17:45:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/footwearmagazine.com\/wp-content\/uploads\/2025\/11\/rob.png\" \/>\n\t<meta property=\"og:image:width\" content=\"439\" \/>\n\t<meta property=\"og:image:height\" content=\"285\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Alyssa J. 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