Jordan Brand has a catalog of nearly 30 years of models to choose from. Some brands are not as fortunate. Brands such as Reebok have created the Reebok Classics division that is dedicated solely to playing on the nostalgic emotions tied to some of their favorite signature models. The Reebok Question has been released several times, and has always been a favorite among sneaker enthusiasts. However, old school sneakers, such as the Reebok Shaqnosis and Reebok Kamikaze I and II, were polarizing upon their original releases. Fans either loved them or hated them, but the shoes were readily available due to the masses not gravitating towards them. Fast forward to 2012-13, and the mere mention of these same shoes returning to shelves creates a palpable stir. The same narrative can be told for Ewing Athletics. The Ewing 33 Hi could be found in local bazaars when they released approximately two decades ago, and the Ewing Focus received even less buzz. In the past two years, retailers had trouble keeping these same sneakers on the shelves for longer than ten minutes. Adidas is hoping to capitalize on the new-found love for big men signatures with the impending retro of the adidas Mutombo. Though they have had long-running staples, like the adidas Superstar, reintroducing classic sneakers, including the adidas Real Deal and Top Ten 2000, after years away is a fairly new practice that has been met with success.
PONY USA is banking on the role of the retro in their latest campaign. Before Nike ruled the world, PONY broke onto the scene in 1972 providing a wide array of shoes that ranged from the lifestyle-inspired Topstar to football cleats. Started in New York, the fashion and style hub of the United States, the company hopes to tap back into the spirit of New York for resurgence as they relaunch their brand. In a move that can only be seen as a sign of the times, PONY is relying on all new models to make their return to prominence. Instead, they have opted to release the Top Star, M100, and City Wings with aspirations of nostalgia and the heightened interest in all things vintage cause the sneaker community to appreciate their product, and flock to retailers to purchase once they hit shelves in August.
The importance of the retro sneaker cannot be argued. It is as much, if not more, a part of the culture as evolving technology. One can only estimate the lifespan of the emotional ties to classic models. Calling the retro wave a trend, however, is not the correct choice of words. The thought of adding new colorways to older models may be more prevalent, but it is not new. Also not new is the affinity for vintage styles. Every young sneakerhead will soon grow old enough to reminisce about the proverbial “good ol’ days,” and anticipate the chance to get their hands on a favorite, or missed, pair of kicks from their perceived Golden Era. The only real question to ask is which current sneaker will be the first to retro.
