Struggling Sneakers

While dining at a very good Italian restaurant in Toronto, I noticed how the family seated next to us was dressed in gym attire—baseball caps, sneakers, and hoodies—even though the setting was quite upscale. The parents shared stories of busy days at work and at home while the children were watching YouTube videos on their mobile phones. It struck me that 60 to 70% of the restaurant’s guests were also wearing sneakers in the evening, which seemed to reflect a broader change in dress norms.

Looking back, evening outings at restaurants often meant people wore leather shoes, high heels, or boots—sneakers were rare. While this may reflect a North American lifestyle trend, I now notice the same shift in Europe: sneakers are commonly paired with suits, dresses, worn at parties, or business meetings, suggesting a clear evolution in what is considered appropriate footwear across many settings.

Currently, the sneaker market is weakening, and several factors contribute to this. The recent hype—fueled by social media influencers and colorful, customizable shoes—has faded. Traditional brands like Nike face management and image challenges, raising the question: what comes next for the sneaker industry? The main issue seems to be whether innovation, price, or brand image will determine future desirability. And which sneaker brand is on the Influencers' top list?

There are reasons why traditional shoes like leather shoes may be less fashionable now, but fashion changes are influenced by trends—like last year’s rise in cowboy boots, dominated by the constant rise of the country fashion trend.