2018 Trend Report: Insights for Marketers | Acme Analytics

As we bid farewell to 2018, let’s embark on a comprehensive exploration of the dynamic and transformative trends that defined the landscape of fashion and footwear over the past 12 months. From the nostalgic revival of dad shoes to the evolution of iconic Air Max retros, the year was a canvas painted with diverse styles that left an indelible mark on the global sneaker culture. Join us as we delve into the intricacies of the trends and styles that captivated the world of footwear enthusiasts in 2018.

Dad Shoes: A Nostalgic Resurgence

2018 witnessed a profound journey back in time, with an industry-wide embrace of chunky retro-inspired dad shoes that graced the feet of sneakerheads worldwide. Virtually every major brand, from Nike and PUMA to Reebok and ASICS, took a nostalgic cue from the 90s. The revival included iconic models such as Nike’s M2K Tekno, PUMA’s Thunder, Reebok’s Daytona DMX, ASICS’s resurrected GEL-Kayano 5, and the Yeezy BOOST 700. The chunky aesthetic not only dominated the sneaker scene but also caught the discerning eye of high fashion, exemplified by Balenciaga’s foray into this nostalgic trend.

Translucent Elegance: The See-Through Phenomenon

Drawing inspiration from Virgil Abloh’s groundbreaking collaboration, ‚The Ten,‘ the year saw the proliferation of translucent uppers, becoming a defining feature of 2018. Leading the charge was Nike’s React Element 87, crowned the unequivocal „shoe of the year.“ The transparent allure is set to transcend into 2019, with promises of more React Element 87s and the introduction of Jumpman’s ‚Flight Utility‘ aesthetic, ensuring a continued futuristic edge to sneaker fashion.

Air Max Retros: Timeless Classics Reimagined and Expanded

While iconic Air Max silhouettes like the Air Max 1 and Air Max 90 maintained their perennial popularity, 2018 marked a significant resurgence for other classics. The Air Max 95, 97, and 98, along with the Plus and Deluxe models, showcased that old school Air Maxes were not just alive but thriving. The year was a testament to the enduring appeal of these timeless classics, solidifying their position in the ever-evolving sneaker hierarchy.

Chuck 70s: Converse’s Triumph in Casual Cool

In the perennial competition between Converse and Vans for casual supremacy, 2018 unequivocally crowned Converse as the victor. The classic Chuck 70 emerged as the catalyst, receiving creative reinterpretations from influential figures like Virgil Abloh, Tyler, The Creator, Brain Dead, and J.W. Anderson. The Chuck 70’s adaptability and timelessness cemented its status as the go-to casual footwear, reflecting a triumph for Converse in the realm of cool, casual style.

Nike SBs: The Skate Style Renaissance

Contrary to expectations, 2018 shattered the notion that Nike SB’s best days were behind. The Dunk, a skate icon, made a triumphant return, exemplified by noteworthy collaborations like Diamond’s ‚Tiffany‘ releases. Beyond the Dunk, other styles gained prominence, such as NBA-inspired Bruins and Stussy’s high- and low-top Blazers. The year witnessed a renaissance for Nike SB, reaffirming its significance in the world of skate-ready footwear.

Designer Collaborations: Fusion of Fashion and Sportswear Reaches New Heights

Influenced significantly by adidas’s ongoing collaborations with renowned designers, 2018 saw the fusion of fashion and sportswear reaching unprecedented heights. Collaborations with Alexander Wang, Raf Simons, Rick Owens, and Yohji Yamamoto continued to redefine the boundaries between high fashion and athletic aesthetics. Notably, Nike also joined forces with fashion powerhouses like Fear of God, A-COLD-WALL*, and Comme des Garçons, setting the stage for an even more dynamic intersection of fashion and sportswear in 2019.

Trail Runners: Salomon’s Footprint Widens

Salomon’s trail runners made substantial waves in 2018, gaining broader acceptance in the fashion realm due to the growing appreciation for tech-centric footwear. The resurgence of retro-inspired off-road aesthetics, particularly a nod to the ACG styles of the past, highlighted the diverse influences shaping contemporary sneaker trends.

All-Over Branding: Logomania Takes Center Stage

The past year witnessed a logomania frenzy, as brands unapologetically embraced all-over branding. Nike took Air Max retros to new heights by covering them in an abundance of Swooshes. Meanwhile, retailers like atmos brought a branding overload to the adidas NMD. Even the humble Chuck underwent a transformation, proudly displaying Gore-Tex branding on its timeless high-top silhouette. The trend showcased the industry’s penchant for bold and conspicuous logos.

adidas 4DFuturecraft: 3D-Printed Revolution Reshapes Sneaker Technology

2018 marked a milestone with the widespread release of adidas’s 3D-printed Futurecraft technology. The intricate latticework midsoles, a product of cutting-edge contemporary tech, adorned a variety of silhouettes, hinting at adidas’s potential cushioning evolution beyond the ubiquitous BOOST technology in the years to come.

Hybrids: A Proliferation of Style Fusion

While hybrids are not a new concept, 2018 witnessed an unprecedented surge in their popularity. Nike, in particular, embraced Swoosh-branded hybrids, seamlessly blending Air Max aesthetics with VaporMax sole units. The trend wasn’t exclusive to Nike, as other brands, including adidas, experimented with combining BOOST and 4D midsoles on different silhouettes. The year saw a proliferation of styles that seamlessly fused elements from different design realms.

Utilitarian Makeovers: Where Form Meets Function in Footwear

Utilitarian makeovers took center stage in 2018, manifesting in the form of trail-ready Air Max 270s and rugged mid-top VaporMaxes. ASICS, in a bold move, transformed the GEL-Lyte V into a Gore-Tex-equipped boot, seamlessly marrying style and functionality. The Chuck 70 also embraced tech enhancements, and Japan’s nanamica brought water-shedding laminate to their New Balance collaborations. Nike’s Fidlock-equipped Air Force 1 Utility and the Air Jordan 33’s ‚Flight Utility‘ ethos stood out as prime examples of this utilitarian transformation, showcasing how form and function coalesce in contemporary sneaker design.

In conclusion, 2018 was a year marked by unparalleled diversity, innovation, and a seamless blend of nostalgia and futuristic design in the world of sneakers. As we step into 2019, the trends of the past year serve as a robust foundation for the ever-evolving landscape of sneaker culture. Stay tuned for what lies ahead in the dynamic and endlessly fascinating world of footwear.