The market for sneakers - Italy

Sneakers are defined as a pair of sports shoes that have been adapted for urban, everyday use. Derived from models designed for sports, they are valued for their comfort and style. In fact, sneakers are also fashion accessories that were used in the hip-hop world in the 1980s before becoming, in the 2000s, streetwear brands that spread into popular culture. In many countries, especially in the West, these shoes are widely worn as streetwear. Teenagers are the main users of sneakers as an everyday shoe, encouraged by the advertising campaigns of major brands. Nevertheless, consumers from other age groups also love to wear them. For urban use, multi-sport shoes, or reissued models from the 1960s-1970s are the most worn. The global sneaker market is expected to grow at a CAGR of 5.18% between 2024 and 2031. Asia-Pacific is the dominant region in this market due to its large population umbers and rising average disposable income. These demographics, combined with the growing desire for a healthy and sporty lifestyle and more comfortable clothing explain the importance of the Asia-Pacific region for the global sneaker market. In Italy, the growth rate of this sector is remarkable and the admirers and collectors, who were and still are complicit in social networks, have been joined by fanatics interested not so much in the object itself, but in the possibility of earning money it offers. Thus, a very rich secondary market has flourished in Italy, around which significant secondary activity has developed. it is a boom sustained by a demand that seems inexhaustible because, as is always the case with bubbles, it is inflated by unlimited confidence in the constant rise in prices. What drives today-especially a young audience-to spend big bucks on a pair of shoes is the uniqueness and fantasy that surrounds it: for this reason, most of the most coveted models see identification with a character from the world of sports (such as Derrik Rose with Adidas) and music (Travis Scott with Nike), or partnerships with other fashion brands, for example Nike X Off White, by far one of the most profitable collaborations in the world of streetwear.