Here at TSG we created the “Stop The Madness” series to touch on concerning topics that we all think about in the back of our mind, but just waiting for someone to speak up. This addition of STM we decided to speak about sneaker brands getting flat out lazy and depending on celebrities to sell product. We’re not even talking about athletes, we’re talking about every other type of celebrity who is convinced they are a “sneaker head” because a brand sends them a box of the latest releases.
Are non-athlete celebrities more influential than athletes today?
Let’s keep it 100 right now, are you running outside yelling “Reeboks on I just DO IT!!!”?? The fact that Rick Ross wrote that lyric and didn’t realize he used a Nike phrase to rep Reebok is a red flag. As members of the sneaker community, brands have to realize we get way more excited to see Chris Paul show off his Jordan closet, than Hulk Hogan showing off his new wrinkles and new Jordans. We get it – celebs have a large fan base, but the same way brands wouldn’t give B-list athletes their own sneaker, why would you give a celeb who have zero fashion impact a major co-sign, his own shoe, and billboards?
This is exactly how everyone felt during each moment:
Let’s even discuss this one step further, brands signing a non-athlete celebrity with as much fashion style and creativity as a poodle to create their own shoe! Who’s smart idea was it to point non-athletes as faces of sneaker brands before athletes? Let’s compare some celebrity sneakers to some athletes. Check out the comparison between the some celebrity sneakers vs athlete sneakers:
Athlete: Get the drift? Remember when athletes became rappers (Kobe Bryant, Allen Iverson)? Now the tables have turned musicians want to create their own shoes and the end result is just as ugly as a Master P sneaker – thank you Lloyd Banks for pointing this out many, many years ago. Before you get your leather pants in a bunch, yes Walt Kanye Jobs is the exception!
We are by no means trying to marginalize non-athletes from working with sneaker brands, but we are saying to the brands please glorify the designers – Tinker Hatfield, Eric Avar, Jonathan Morris, Leo Chang, Marc Dolce and so forth! These guys are the real non-athlete celebrities we should be creating campagains behind for sneakers for if not finding the next greatest athlete for a co-sign. Athletes have longevity, you can’t retro a T-Raww in 10 years.
Please don’t take the lazy route and ask guys like Drake to continue the legacy of a legend who did many great things on the court in sneakers. Stop the madness!