Iconic skate brand Vans has partnered with Olympic skateboarder Brighton Zeuner to release a brand new version of its popular 'Wayvee' sneaker. The new silhouette draws directly from Zeuner's distinctive vintage style, which borrows heavily from 90s cultural influences.
Zeuner's 'Wayvee' features a first-of-its-kind upper equipped with translucent mesh quarters for increased breathability and suede overlays. In addition, the shoe's toe box is made with DURACAP for durability, which rests atop Van's signature 'WAFFLECUP' outsole, which is designed specifically to improve grip. On the interior, the new 'Wayvee' boasts 'LuxLiner' for a tight and secure fit.
Zeuner's new sneaker comes in eye-catching pastel green and yellow colorway and is dressed with subtle daisy motifs, evoking 90s-era nostalgia. Embroidered across the heel is Zeuner's signature, while fuzzy yellow laces add an interesting textural element that works to tie together the silhouette.
Image Credit: Vans
What Makes This Trend Stand Out
- Designer Athlete Collaborations
- The rise of athlete-designed sneakers highlights an opportunity in the footwear industry for brands to appeal to niche cultural influences.
- Breathable and Durable Materials
- Incorporating materials like translucent mesh and DURACAP can differentiate products in competitive markets such as athletic footwear.
- Nostalgia-inspired Design
- Retro design elements such as 90s cultural influences can be utilized to add a unique aesthetic to products.
Sectors Adopting This
- Athletic Footwear
- The use of signature athlete styles and innovative materials in athletic footwear designs presents opportunities for different sports and genres.
- Fashion and Apparel
- Collaborating with cultural influencers like athletes to produce clothing and accessories can benefit brands by appealing to niche consumer groups.
- Sports Marketing and Sponsorship
- Partnering with athletes to curate product lines can be an effective way for brands to market to both sports and non-sports audiences while capitalizing on athlete influence.
