2015 wasn’t exactly the best year in sneakers. Coming at a critical time in the sneaker bubble and with a promising start with an increase of collaborations, an all new Yeezy line and the Jordan “remastered” quality increase. Unfortunately things didn’t quite pan out as we had hoped. As 2016 approaches with much less anticipation we take a moment to reflect on the top 5 losing brands of the last year.
While Saucony Originals almost dominated the previous two years with collaborations it seemed this steam engine company turned into a one trick pony. Almost weekly collaborations, many with almost no relevance or creativity. On a positive note, some of the better collabs hit rock bottom prices. Concepts enjoyed a “premium” brand among boutiques. Expanding from their home in Boston MA to New York and riding a wave of praise from sneaker media sites such as Complex they became an international brand. Unfortunately it seems their distribution and customer service could not keep up. Botched releases and shady policies made them the butt of jokes on social media. Going from underdog to top dog makes you a target and CNCPTS just didn’t have the mettle to stand up to the criticism. Steph Curry seemed unbeatable on and off the court. The UnderArmour Curry 1 enjoyed quick sellouts on every release. Unfortunately they followed Nike too closely and released the Curry Two quickly and pumped them out bi-weekly burning out fans and losing hype faster than Meek Mill. Despite collaborators like Kanye West, Pharrell Williams, Pusha-T and Jeremy Scott adidas still managed to lose it’s #2 spot to Sketchers and it’s NBA contract to Nike. Further any silhouette or collaboration that gets any hype ends up overproduced until the sneaker community loses interest. We won’t even talk about Aaron Rodgers yet. in 2013 Nike couldn’t keep their signature basketball kicks on shelves. LeBron James was a titan, KD was the underdog of the year and on his way to MVP meanwhile Kobe was competing with Jordan for sneaker prestige. Within 2 years bloated endorsement contracts and huge price hikes pushed Nike’s basketball signatures straight into irrelevance making them the biggest losers of 2015.