Sneaker companies are entering a new era — one where off-court models may be the new signature shoes.
Russ Bengston calls it the 'Kanye Effect' in his latest piece for Complex, which tackles the issue from all angles. Russell Westbrook's newly unveiled Jordan Westbrook 0 lifestyle shoe may be a sign that brands are preparing for casual wearers to ditch tech-heavy footwear for more sophisticated street style.
"Wearing the latest LeBron, say, off the court is like driving a NASCAR race car on the street," says Bengtson. "They’re a specialized product designed for one purpose, one which the average person might not even be interested in pursuing."
He also suggests that a shift to off-court signature shoes could be an ideal move for all parties.
"Because on-court product depends heavily on an athlete being, well, on the court. It’s hard to sell a signature-level performance shoe when the athlete is sidelined with an injury."
Read more of Bengtson's case for off-court sigs at Complex.
