Sneakers: The Three Waves Of Cool

Sneakers had not one, but three waves of superstardom.

• Adidas pioneered an underground sneaker culture in the first wave of the 70s and the early 80s.
• Nike took the driver's seat in 1984 with the Air Jordans, making sneakers an object of desire, marking the second wave.
• The digital age in the last 20 years marked the third wave and the way sneakers were marketed, sold and also resold.
• Nike and Adidas produced a lot of limited edition sneakers.
• Sneakerheads, people who collect and trade sneakers, ensured that the shoes maintain their cult status.