The Business of Fashion Podcast: "The Sneaker of the Year 2025"

Date: December 17, 2025
Host: Sheena Butler-Young (Senior Correspondent) & Brian Baskin (Executive Editor)
Guests: Mike Sykes (Correspondent, Sneaker Specialist)

Episode Overview

In this spirited edition of The Debrief from The Business of Fashion, hosts Sheena Butler-Young and Brian Baskin welcome correspondent Mike Sykes to unpack the chaotic, passionate, and diversified debate around 2025’s Sneaker of the Year. Unlike previous years dominated by consensus picks, the landscape of sneaker culture in 2025 has expanded, welcoming unexpected contenders while shifting the conversation from mere hype and scarcity to emotion, innovation, and storytelling. The trio also explores the forces driving this democratization—brand innovation, reselling trends, and the unique connection between sneakers and their stories.

Key Discussion Points & Insights

1. The Fragmentation of Sneaker of the Year (00:19–02:11)

• Past years saw clear front-runners (e.g., Virgil Abloh’s Jordan 1s in 2017, A Ma Maniére’s Jordan 3s in 2021), typically dominated by Nike/Jordan.
• 2025 is distinct: “This year, it felt like it was double that. At least. It’s five, it’s six, it’s seven, it’s eight.” – Mike Sykes (01:32)
• More brands in contention: Vans, Converse (Nike-owned), Adidas, New Balance, and surprise brands.

2. Nike’s Role: Falling Behind or Facing New Competition? (02:11–04:12)

• Nike’s turbulence is only part of the story—rivals have raised their innovation game.
• “It’s not just Nike falling off and making room. There’s probably a lot more hype coming from other brands.” – Sheena Butler-Young (03:47)
• Brands like Vans are blending heritage with “luxury spins” (e.g., Chanel-inspired Old School 36).

3. Spotlight on Innovative Contenders (04:12–07:33)

• Vans Old School 36: A “luxury spin” referencing Chanel’s 2015 messenger bag.
• Converse Shea 001: MVP Shea Gilgeous-Alexander’s signature shoe bridges on-court performance and off-court style, aided by smart marketing and the Y2K baggy-clothing revival.
  • “They built that shoe specifically so it could be worn on and off of the basketball court.” – Mike Sykes (05:49)
  • Scarcity in release generated intense demand upon launch.

4. Nike’s Perpetual Influence—But with Caveats (07:33–10:17)

• Nike’s brand loyalty and ubiquity ensure its continued influence even as other brands make gains.
• New silhouettes and unexpected models (e.g., Jordan 17, Awake Jordan 5, Nigel Sylvester’s Air Jordan 4) refresh the conversation.
• “Even when it fails, it’s still a notch above its competition, right?” – Mike Sykes (08:10)

5. From Hype to Emotion: The Power of Storytelling (10:17–13:15)

• Consumer attachment increasingly rooted in authentic stories (e.g., Nigel Sylvester’s "Brick by Brick" Jordan 4).
  • “The whole brick by brick thing is him saying...everything he has earned in his life, he has built it brick by brick.” – Mike Sykes (12:00)
• Blurring the lines between marketing and genuine connection—real-life events (bike rides, direct community engagement) drive emotional hype.
  • “They made it look like not marketing...and it was authentic.” – Sheena (13:04)

6. Disconnect Between ‘Hype’ and ‘Regular’ Sneakers (15:47–18:51)

• While hype sneakers command headlines and resale markets, actual bestsellers are often conventional running or soccer shoes (e.g., Asics Gel 1130).
  • “There’s always a bit of a disconnect...between the regular, run-of-the-mill consumer and the more engaged sneakerhead.” – Mike Sykes (16:45)
• Skechers and Nike Air Monarchs dominate sales, but never grace Sneaker of the Year lists.
• Tom Sachs Mars Yard 3.0 had a 291% premium on StockX; meanwhile, Asics Gel 1130 dominates platform volume.

7. Trends for 2026 and Beyond: The Future of the Sneaker Market (19:05–23:24)

• Resale market shows signs of heating up but likely to stay more balanced—creative collaborations and rival brands have lasting hold.
  • “Brands that have sort of taken up the shelf space over these last few years are not going to be so quick to give that up again.” – Mike (21:12)
• Creatives (James Whitner, Joe Fresh Goods, J Tips) and celebrity/influencer collaborations are more influential than ever.
• Brands like Saucony gain traction through notable collaborations (Westside Gunn, J Tips).

8. Expert Picks: Creatives and Industry Voices (23:31–27:42)

• Mike and Lei polled 30+ industry experts: surprising number selected under-the-radar models.
  • Lois Sakony (Snob Substack): Picked Jacquemus x Nike Moonshoe for pushing Nike into the thinner, low-profile silhouette market.
  • Trevon Edwards (JD Sports): Picked Shay 001, argued that retro shoes shouldn’t be Sneaker of the Year—a rare but emerging view.
• The diversity of picks signals the likely continuation of a fragmented market in 2026.

9. Personal Sneaker of the Year Choices (27:42–29:38)

• Mike Sykes’ Pick: New Balance 2000R “Stillwater”
  • Not a collaboration, just a “regular shoe” that stands out for comfort and simplicity.
  • “This was a shoe that I legitimately could not wait to purchase. It’s extremely comfortable, which at 33 years old, comfort is probably the number one thing on my list at this point.” (28:23)
• Comfort, nostalgia, and practicality increasingly valued alongside hype and storytelling.

Notable Quotes & Moments

• On Fragmentation:
  “This year, it felt like it was double that. At least.” — Mike Sykes (01:32)
• On Nike:
  “Even when it fails, it’s still like a notch above its competition, right?” — Mike Sykes (08:10)
• On Storytelling:
  “Everything that he has earned in his life, he has built it brick by brick, step by step. And that’s a story that I think at its core, a lot of people can relate to on an emotional level...” — Mike Sykes (12:00)
• On Disconnect:
  “If we talked about this conversation in terms of pure sales, you’d have Skechers or the Nike Air Monarch.” — Mike Sykes (16:21)
• On the Future:
  “I think we will still see a more balanced market, and I think we might be having the same conversation over again next December.” — Mike Sykes (21:47)
• On Comfort vs. Hype:
  “It’s extremely comfortable, which at 33 years old, comfort is probably the number one thing on my list at this point.” — Mike Sykes (28:23)

Segment Timestamps

• 00:19–02:11: 2025’s unique landscape; lack of consensus
• 02:11–04:12: Nike’s position vs. rising competition
• 04:12–07:33: Deep dive: Vans Old School 36, Converse Shea 001
• 07:33–10:17: Nike’s sustained, evolving place in sneaker culture
• 10:17–13:15: Influence of storytelling and emotional branding
• 15:47–18:51: Hype sneakers vs. what people actually wear
• 19:05–23:24: 2026 predictions, resale market, creative power
• 23:31–27:42: Industry insiders’ surprise picks
• 27:42–29:38: Mike Sykes’ personal sneaker of the year selection

Concluding Notes

The 2025 Sneaker of the Year debate is more open, passionate, and democratized than ever. With industry stalwarts innovating, new players surging, and a cultural shift toward storytelling and emotional resonance, the market is collectively moving past singular hype toward a richer, more diverse conversation—one where comfort, authenticity, and connection matter just as much as marketing and rarity.

“Once you cross that 30-year-old threshold, you stop buying for the look and start buying for the feel.” — Mike Sykes (28:34)