Jordan Brand's decision to sign hip-hop superstar Drake to its team is likely the biggest story in the sneaker world since Kanye West (which wasn't all that long ago as you can remember). The influence of music in the culture of sneakers has always been present and specifically relevant to the rap/hip-hop industry. Artists include kicks in their lyrics, music videos, and most certainly in their wardrobes. In a society where the famous are idolized and emulated, there is quite a bit to gain for sneaker companies by including non-athlete celebrities in their brand. This fact was exemplified by Kanye West as his signature shoe with Nike instantly became one of the most popular sneakers of all-time.
Nike's deal with Kanye West became an instant success when the Nike Air Yeezy 1 released back in the spring of 2009. The sneaker blended the culture of hip-hop with that of sneakers in a way that will likely never be reproduced. The shoe's resale price soared to new never before seen levels and demanded interest unlike even Jordan himself demanded through his sneakers. The shoe set a new precedent a shoe release and in a way launched the common era of limited release sneakers. Although the Nike Air Yeezy 1 was obviously not the first limited release in sneaker history, not by a long shot, it certainly created a buzz that transcended sneakers and became part of popular culture. Sneakers had moved from being a niche interest to a pop culture phenomenon, which is what the sneaker community, for good or for bad, is currently facing today. Many feel this new found popularity has destroyed the art of collecting as reselling, sneaker bots, and early links have firmly planted themselves within the culture. Others feel this greater interest will lead to more innovation and greater advances in materials, technology, and design as a larger number of creative minds are now being exposed to the industry. Which train of thought will prove to be correct? Only time will tell and even then it will likely still be up for dispute due to differing opinions. Either way, popular culture has absorbed the subcategory of the sneaker world and it certainly seems like the change is here to stay.
Now back to Jordan Brand's decision to sign Drake, was this done as a way to replace Kanye West? After all, Jordan Brand is still a subset of Nike Inc. and with West's abrupt departure from Nike to adidas there was quite a void that was left to fill. Drake is an excellent candidate to fill this void and to potentially surpass the accomplishments of Mr. West as pictures of the Air Jordan OVO samples, seen below, have been making sneaker news headlines for weeks now. As this article is being written a pair of the Air Jordan 12 "OVO" is currently being sold on eBay and the sneaker has already reached a bidding price of $10,000 after only 4 hours. This is unfathomable when compared to what took place only a decade ago within the sneaker world. This certainly shows that Drakes presence in the sneaker industry can more than rival that of Kanye West and leads to the conclusion that it will only be a matter of time before the pop culture icon receives a signature model of his own. After all, why else would they sign him to a contract in the first place? This leaves us with quite a bit to hope for and wonder about as an official release of Drake designed or inspired sneaker would set the sneaker world ablaze, but until then enjoy the sample images below and be sure to leave a comment below letting us know your thoughts on the current state of sneaker culture and Drake's new found presence within the community.
Photos via: KoF
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