From Lidl to Louboutin, sneakers are revolutionizing the footwear market

Let them be called sneakers, tennis or sneakers, they conquered our feet. In 2021, in France, they captured 60% of the footwear market for men, almost as much for children, and 40% for women, according to the French Footwear Federation. In a shoe sector that has been in crisis for years, this is a growing segment. Gone are the days when sneakers were reserved for tennis courts and other football fields. From now on, they are fashion accessories – the name “sneakers” also applies to these city sneakers.

This exit outside the walls of sport began in the 1980s with hip-hop culture, and has been accelerating for ten years in rich countries. “It’s a massive move. Basketball is now worn by all age groups, from babies to seniors, and by all social categories, emphasizes Céline Choain, partner at Kea & Partners. Sports equipment manufacturers Nike or Adidas dominate the market. But all brands…