Nice Kicks Presents the Third Annual SOTY Awards

In 2025, the Air Jordan 4 showed how powerful nostalgia can be when executed with precision. With a steady stream of OG returns and culturally resonant collaborations, the silhouette became Jordan Brand’s most dominant retro repeatedly topping wish lists and selling out on release. By honoring its original blueprint while remaining endlessly adaptable, the AJ4 proved its legacy isn’t just history, it’s a living force that continues to shape sneaker culture.

While the Air Jordan 4 dominated headlines, the Air Jordan 5 quietly delivered one of its strongest years in 2025, celebrating its 35th anniversary with purpose. A mix of faithful OG returns and boundary-pushing collaborations showcased the silhouette’s range and relevance. Without chasing hype, the AJ5 proved its longevity by honoring its roots while embracing thoughtful evolution—reminding everyone why it has remained essential for 35 years.

For its 30th anniversary, the Air Max 95 OG Big Bubble became one of 2025’s most impactful releases by showing how powerful accuracy can be in retro design. Nike’s decision to return closer to the 1995 form resonated immediately, earning widespread praise and fueling a year filled with coveted colorways and collaborations. In a market crowded with predictable retros, the Big Bubble stood out by reminding sneaker culture that getting the details right can make history feel new again.

In 2025, the Saucony ProGrid Triumph 4 pulled off an unlikely comeback, evolving from a forgotten 2007 runner into one of the year’s most talked-about silhouettes. Fueled by bold collaborations from Jae Tips and Westside Gunn, the model found new life as a creative canvas that blurred performance and lifestyle. Its resurgence proved that with the right vision, even overlooked archives can become culture-shifting standouts.

In 2025, Vans found renewed momentum by revisiting its foundation with the Old Skool 36. Through its premium OTW line, the brand elevated its original silhouette into a platform for bold design and cultural relevance. The standout “Souvenir” pack—inspired by high-fashion graffiti aesthetics—captured attention and signaled a new direction. By reimagining its most iconic model, Vans proved the Old Skool 36 could lead the brand’s modern resurgence.

Pharrell Williams defied expectations with the VIRGINIA Adistar Jellyfish, one of 2025’s most audacious sneakers. Released under his VIRGINIA platform, the project reimagined the adidas Adistar through a “go bigger” philosophy, transforming performance heritage into sculptural expression. In a market dominated by safe retros, the Jellyfish blurred the lines between footwear, art, and imagination, proving that sneakers can still surprise, challenge norms, and shift how we think about design.

The SHAI 001 became Converse Basketball’s proof of concept for a modern comeback. Shaped directly by Shai Gilgeous-Alexander’s hand-drawn vision, the shoe introduced a new design language that rejected convention while honoring the brand’s legacy and marking a bold return to relevance. Instantly selling out at an accessible price, the SHAI 001 showed that authenticity, player-led creativity, and originality still matter in signature footwear.

The Nike Ja 3 marked a generational shift in signature basketball design, built entirely around Ja Morant’s creative instincts. From slanted branding that forms a hidden “JA” to aggressive claw-mark symbolism, the shoe introduced a fearless new visual language. Backed by Nike’s first full-length hybrid ZoomX setup, the Ja 3 established a blueprint for Gen Z–led signature models driven by vision, not templates.

The Nike GT Future introduced a bold new chapter for Nike Basketball, becoming the fourth pillar of the Greater Than series and reimagining what performance footwear can look like in 2025. Pairing cutting-edge cushioning with a futuristic, one-piece form, the GT Future broke from safe design norms. Debuting at NBA All-Star Weekend and embraced by the next generation, it proved innovation still thrives when brands are willing to rethink the game from the ground up.

Nike pushed its most iconic running franchise into bold territory with the Pegasus Premium, transforming a trusted workhorse into a $210 technological statement. Featuring the brand’s first sculpted, visible full-length Air Zoom unit, the shoe represented years of innovation finally realized. Polarizing yet ambitious, the Pegasus Premium sparked debate by refusing to play it safe proving that even after four decades, the Pegasus line is still willing to challenge expectations.

The adidas Adizero EVO SL rewrote expectations by bringing elite “super shoe” technology to a $150 trainer. Using the same Lightstrike Pro foam found in adidas’ top marathon racers, the EVO SL challenged industry pricing norms and earned instant acclaim from runners of all levels. By democratizing premium performance without compromise, it became one of 2025’s most influential running shoes—and a model that shifted the market forward.

The Nike A’One became one of 2025’s most important releases by showing what’s possible when women’s basketball receives full creative and cultural investment. With the “Pink A’ura’ launch pair selling out in minutes and colorways sustaining momentum all year, the model delivered depth, accessibility, and athlete-led design rooted in A’ja Wilson’s identity. The A’One helped reset expectations for WNBA signature shoes and their place in sneaker culture.

The Air Max Muse gave Nike a clear answer to a long-standing gap in women’s footwear in 2025. Designed exclusively for women, the silhouette arrived with a bold shape, elevated arch, and statement proportions that made it instantly recognizable. With a steady stream of high-energy colorways and crossover visibility across sport, fashion, and music, the Muse positioned itself as a year-long style driver—not a momentary trend.

The Sabrina 3 arrived in 2025 as a defining chapter in Sabrina Ionescu’s signature Nike line, building on the dominance of its predecessors with smart evolution rather than reinvention. Launched during WNBA All-Star Weekend, the model delivered trusted performance, refined support, and accessible pricing. With broad adoption across leagues and genders, the Sabrina 3 reinforced the line’s status as one of basketball’s most reliable and inclusive staples.

Reebok’s decision to fast-track the Angel Reese 1 into 2025 reshaped its return to basketball. Launching with a bold triple-drop and selling out instantly, the model established momentum through consistent, story-driven colorways tied directly to Reese’s identity. Blending on-court credibility with cultural relevance and accessible pricing, the Angel Reese 1 positioned Reese as a new face of hoops—and Reebok as a serious player again.

adidas refined the balletcore wave in 2025 with the Taekwondo Mei Ballet, transforming an archival martial arts shoe into one of the year’s most versatile women’s silhouettes. Its stripped-back construction and ribbon-style lacing delivered elegance without sacrificing wearability. With steady releases across minimal, bold, and premium executions, the model proved its range—showing how a trend-driven design can evolve into a lasting staple.

PUMA struck a balance between heritage and trend with the Speedcat Ballet, debuting the silhouette at Copenhagen Fashion Week and quickly turning it into one of 2025’s most in-demand women’s styles. By reworking a motorsport icon through a ballet-inspired lens, PUMA delivered a low-profile shoe that felt both elegant and athletic. Consistent restocks and new colorways kept momentum strong, cementing the Speedcat Ballet as a year-long wardrobe essential.

The SHAI 001 marked a turning point for both Shai Gilgeous-Alexander and Converse Basketball, signaling the brand’s return to relevance in modern hoops. Guided by SGA’s hand-drawn vision, the shoe balanced performance credibility with off-court versatility at an accessible price. Instant sellouts and strong cultural resonance positioned the SHAI 001 as a defining model for the next era of basketball footwear.

The Nike Ja 3 captured a generational shift in signature basketball footwear, shaped entirely by Ja Morant’s creative instincts. From the slanted Swoosh forming a hidden “JA” to claw-mark symbolism tied to his Grizzlies identity, the shoe introduced a bold new design language. Paired with Nike’s first full-length hybrid ZoomX setup and instant sellouts across multiple colorways, the Ja 3 delivered performance, personality, and cultural impact in equal measure.

A’ja Wilson made history in 2025 with the Nike A’One, her landmark debut shoe that elevated visibility and investment in women’s basketball. With the “Pink A’ura” launch selling out in under five minutes, the shoe confirmed the growing demand for women-led signature models. Built for Wilson’s dominant play and infused with her identity, the A’One resonated far beyond the court proving signature sneakers can drive culture, inspire the next generation, and redefine who the industry chooses to champion.

Anthony Edwards and adidas Basketball introduced the AE 2 in 2025 as a true evolution of his signature line, shaped directly by Ant’s speed, confidence, and hands-on involvement. Built with performance-first intent and refined from the AE 1, the model reinforced Edwards’ growing influence as both a player and creative force. Strong global demand and meaningful storytelling helped position the AE 2 as one of the year’s most important basketball releases.

The adidas Harden Vol. 9 arrived in 2025 as the high point of James Harden’s signature resurgence and a win for adidas Basketball’s on-court credibility. Building on the momentum of recent hits, the Vol. 9 delivered refined design, elite performance, and strong adoption across the league. With continued sellouts and growing player trust, it reaffirmed Harden’s line as one of basketball’s most influential and reliable signature franchises.

Angel Reese and Reebok delivered a defining moment in 2025 with the Angel Reese 1, just the second WNBA signature shoe in the brand’s history. Fast-tracked by Reese’s rapid rise, the debut sold out instantly and resonated far beyond the court. Blending high-level performance with bold self-expression, the Angel Reese 1 marked Reebok Basketball’s return to relevance and reinforced Reese’s influence on the game and culture.

Nigel Sylvester and Jordan Brand defined sneaker collaboration in 2025, with the Air Jordan 4 “Brick by Brick” standing as the year’s most impactful partnership. Rooted in Sylvester’s BMX journey and expanded through his growing “Bike Air” universe, the release sparked industry-wide acclaim and cultural momentum. Backed by standout follow-ups and overwhelming audience response, Sylvester made Jordan Brand feel disruptive again, proving great collaborators build worlds, not just cool sneakers.

Jae Tips’ partnership with Saucony reached a new level, cementing him as one of sneaker culture’s most influential creatives. Across multiple releases, his bold color stories and deeply personal themes turned each drop into a cultural moment. From lifestyle statements to runway-level runners, Tips helped define Saucony’s place in the modern sneaker landscape, showing how authenticity and storytelling can transform a brand into a movement.

In 2025, Pharrell Williams reaffirmed why he remains one of sneaker culture’s most influential collaborators. Through his work with adidas under the VIRGINIA platform, Pharrell pushed footwear beyond product and into expression, challenging scale, form, and intent. His fearless approach, reimagining both heritage and performance, proved that collaboration, when driven by vision, can still reshape the conversation and move the industry forward.

Five years into his partnership with adidas, Bad Bunny showed in 2025 how deeply authentic collaboration can shape sneaker culture. Across multiple releases, he used footwear as a canvas to honor his Puerto Rican roots while exploring new design territory. From personal storytelling to fearless experimentation, Bad Bunny proved that true collaboration isn’t about trends—it’s about identity, intention, and cultural resonance at a global scale.

Ronnie Fieg defined the pace of sneaker collaboration in 2025 through unmatched consistency, range, and cultural influence. Working across ASICS, adidas, New Balance, Nike, and more, Fieg delivered emotionally resonant projects while expanding Kith’s global presence. The year underscored what the industry already knows: when it comes to vision, execution, and impact, Fieg remains the benchmark others measure themselves against.

Joe Freshgoods’ partnership with New Balance stood as one of sneaker culture’s most impactful collaborations in 2025. Across a five-year run marked by trust, creative freedom, and cultural intention, Joe redefined what collaboration can look like. His work consistently extended beyond product into community, storytelling, and representation, proving that when a brand fully empowers a creative voice, the result can reshape both culture and industry standards.

Nike turned anime lore into reality in 2025 with the Air Max 95 “Yu-Gi-Oh!,” bringing Joey Wheeler’s fictional sneakers to life nearly three decades after they appeared in the manga. Meticulous detail, fan-first storytelling, and authentic co-creation with KONAMI elevated the release beyond merchandise. By honoring long-standing fandom and cultural memory, the collaboration became one of the year’s most emotionally resonant sneaker moments.

Levi’s and Nike reunited in 2025 to mark the Air Max 95’s 30th anniversary with a collaboration rooted in shared heritage. By applying Levi’s denim ethos to one of Nike’s most iconic silhouettes, the project emphasized wear, age, and personal expression over hype. The collection felt like a cultural homecoming, proof that when legacy brands collaborate with intent, the result can feel timeless rather than nostalgic.

Reebok and PlayStation transformed a milestone anniversary into one of 2025’s most thoughtful licensing collabs. Marking 30 years of the original console, the three-sneaker collection honored PlayStation’s launch across Japan, the U.S., and the U.K. with region-specific storytelling and era-accurate details. The execution and collector response elevated the project beyond nostalgia, making it a standout crossover of the year.

Ronnie Fieg turned arcade nostalgia into a fully realized universe with Kith’s Marvel vs. Capcom x ASICS collaboration. The project translated character select screens into footwear, apparel, and collectibles with obsessive detail. From co-branded sneakers to comics and arcade hardware, the drop sold out instantly and stood as the year’s most expansive licensing collaboration. Wearable world-building at its highest level.

As Stranger Things approached its final season, Nike and Converse delivered a licensing collaboration rooted in pure ’80s nostalgia. Spanning six silhouettes, the collection translated Hawkins’ world into footwear through aged materials, flipped “Upside Down” details, and character-driven design. Timed perfectly with the show’s finale, the drop resonated as a thoughtful tribute blending storytelling, wearability, and era-accurate execution into one of 2025’s most immersive crossovers.

Nigel Sylvester’s Air Jordan 4 “Brick by Brick” emerged as one of 2025’s most impactful collaborations in a crowded year of partnerships. Rooted in his New York BMX journey, the project fused authentic storytelling with bold execution, from its city-inspired concept to a rollout that felt unmistakably his. Massive demand, industry acclaim, and cultural resonance followed, making Jordan Brand feel dangerous again through vision, credibility, and purpose.

Pharrell Williams and adidas pushed sneaker design into uncharted territory in 2025 with the VIRGINIA Adistar Jellyfish, one of the year’s most disruptive collaborations. Built around a “go bigger” philosophy, the model challenged how performance heritage could be interpreted, blending footwear, sculpture, and movement. Strong demand, cultural buzz, and fearless execution positioned the Jellyfish as a defining moment, proof that bold ideas still shape the future of sneakers.

After a polarizing 2024 debut with the “Concrete Boys” Nike Air Force 1, Lil Yachty came back swinging with the “Lucky Green” Air Force 1, turning his Concrete Boys partnership into one of the year’s most talked-about releases. Embracing high-gloss, early-2000s energy, the drop leaned fully into maximalism and cultural nostalgia. The response made one thing clear: Yachty wasn’t seeking validation; he was carving out his own lane.

Bad Bunny’s adidas Gazelle Indoor “City Series” became one of 2025’s most meaningful collaborations by centering Puerto Rico first. Released alongside his historic residency, the project honored the island’s landscapes, culture, and people through intentional storytelling and selective access. By prioritizing place over hype, Bad Bunny transformed a sneaker release into a powerful expression of identity, proving collaboration can serve as cultural preservation, not just product.

Four years after redefining modern sneaker collaboration, Travis Scott, Hiroshi Fujiwara, and Jordan Brand reunited in 2025 for the fragment x Travis Scott x Air Jordan 1 Low. Released with extreme restraint and no SNKRS rollout, the drop felt intentionally rare and culturally charged. Precision, rebellion, and legacy collided once again, proving this trio doesn’t chase hype; they manufacture moments.

Westside Gunn’s debut Saucony collaboration delivered underground energy on a global stage. Launching during Art Basel, the glow-in-the-dark “Super Flygod” turned a heritage runner into a bold cultural statement. With uncompromising design and instant sellouts, the release cemented Gunn as a serious footwear collaborator and pushed Saucony deeper into contemporary sneaker culture.

Twenty years later, Undefeated and Jordan Brand reunited to re-release its Air Jordan 4, Jordan Brand’s first-ever collaboration and a turning point in sneaker history. Once an untouchable grail known only through forums, raffles, and legend, the shoe finally returned to the public, making a foundational moment in sneaker culture accessible to a new generation. More than a retro, it was the reopening of the vault that started modern collaborations.

Angelo Baque and Awake NY challenged convention with their Air Jordan 5 collaboration, delivering one of 2025’s most daring and divisive releases. Rather than a standard collab, the project forced Jordan Brand to rework its manufacturing process to accommodate Awake’s identity, an unprecedented level of customization signed off at the highest level. The Awake x Air Jordan 5 set new standards for what can and can’t be done with an independent brand logo on an Air Jordan shoe.

Easy Otabor and Infinite Archives made a bold leap into Jordan Brand history with their Air Jordan 17 Low collab, transforming one of the line’s most divisive models into one of 2025’s standout sneakers. As a tribute to original Jordan Brand athletes, Otabor pulled from 2002 pairs and Player Exclusives, unifying those influences on a soft Beach-toned upper proving that with vision and respect for heritage, overlooked models can become must-haves.

Cincinnati boutique Unheardof and adidas delivered one of 2025’s most meaningful collaborations with the Adistar Cushion 3 “Piggy Runner,” a deeply personal tribute to embracing what once made you different. Inspired by founder Phil Lipschutz’s childhood experiences, the pig motif reclaims past ridicule as pride. Gradient pink suede and mesh, bold red accents, and the embroidered Pork Chop mascot turn vulnerability into strength, making “Piggy Runner” a powerful statement sneaker about identity and self-acceptance.

Five years, ten projects, twenty shoes. Joe Freshgoods and New Balance celebrated their landmark partnership with the 992 “Aged Well,” a release that proves the best collaborations only improve with time. Inspired by their original 2020 992, the faded pink upper mimics sun-worn aging, while a five-shade gradient reflects the evolution of their relationship. Made in USA with premium pig suede and custom JFG details, “Aged Well” stands as a love letter to longevity in sneaker culture.

Bronx creative Jae Tips continued his standout run with Saucony in 2025 with the Jazz 9“I Love You But I’m Busy,” a bold collaboration inspired by the tension between ambition and personal relationships. Bold colors and split heel messaging—“I LOVE YOU” and “BUT I’M BUSY”—bring the theme to life, proving once again that Jae Tips and Saucony excel at turning personal stories into culture-shifting collaborations.

When Nigel Sylvester drove a brick truck through Nolita in mid-March, it crystallized a 20-year journey. “Brick by Brick” wasn’t just an Air Jordan 4—it was a biography in motion. Red suede echoed NYC architecture, “Bike Air” replaced Nike Air, and worn details reflected years of real work. After decades building BMX culture piece by piece, Sylvester earned the rare chance to stamp his own legacy onto both Jordan and sneaker history.

When Unheardof released the adidas Rivalry Low “Grandma’s Couch 2,” it was designed to spark something universal: the memory of your own grandmother. Inspired by founder Phil Lipschutz’s grandmother Naomi, every detail—from her handwriting to orchid-pink suede—invites wearers to think about the couches, kitchens, and quiet love that raised them. The adidas Rivalry Low “Grandma’s Couch 2,” turned grief into shared remembrance.

The Nike SB Dunk Low “Tourmaline,” revisited a missing chapter of American history: the Black cowboys erased from Western lore. Through rodeo-inspired details and insole artwork honoring Black pioneers, the shoe reframed the West with accuracy and respect. More than what was supposed to be a Black History Month release, it turned an SB Dunk Low into a wearable history lesson, quietly restoring visibility where it had long been denied.

Joe Freshgoods’ “Aged Well” New Balance 992 distilled five years of partnership into a single shoe. The sun-faded pink gradient mirrored time passing since the 800-pair “No Emotions Are Emotions” debut in 2020, while anatomy-inspired insoles nodded to where it all began. Paired with a touring documentary and archive releases, the 992 captured what longevity, trust, and shared growth actually look like in sneakers.

For a full year, Easy Otabor transformed Infinite Archives into a living time capsule of 2002—the year the Air Jordan 17 debuted and the moment that shaped his creative worldview. That foundation led to the Infinite Archives x AJ17 Low, which blends OG retail colorways and player exclusives into a single, cohesive design. From the color-coded outsole to its jazz-era luxury cues, the shoe functions as a wearable timeline, not a nostalgia play.

Twenty-eight years after Yu-Gi-Oh! introduced the mythical “Air Muscle,” Nike finally made them a reality. The Air Max 95 QS YGO brought Joey Wheeler’s fictional sneakers from page to pavement, pulling colors, details, and symbolism straight from Kazuki Takahashi’s art. Complete with playable Nike x Yu-Gi-Oh! trading cards and apparel, the release felt like a long-awaited acknowledgment of a story sneaker-centric Yu-Gi-Oh! fans never forgot.

“Flowers Grow Uptown” turned the ProGrid Triumph 4 into a tribute to the Bronx’s overlooked beauty. Jae Tips dressed the runner in plant-inspired colorways—Virginia Creeper, Perilla, Sugar Maple, and Poison Ivy—using bold mesh, glossy overlays, and floral graphics to mirror growth in urban spaces. With “UPTOWN” branding and sunflower motifs throughout, each pair feels rooted in home, celebrating progress, care, and pride in the places that raised him.

The SHAI 001 “Family” Pack distilled Shai Gilgeous-Alexander’s story into three monochrome colorways tied to the people closest to him. Charm Black honors his mother, Hail Clay his wife, and Masi Blue his brother—each worn by SGA throughout his NBA championship playoff run. Unified by the SHAI 001’s sculptural design, the pack let color carry the emotion, turning a season-long rollout into a personal archive of family, focus, and purpose.

Bad Bunny’s adidas Gazelle Indoor “City Series” turned three sneakers into a map of home. El Yunque, Santurce, and Cabo Rojo each carried distinct color stories tied to nature, music, and landscape, unified by shared details and gold city stamps. With local-first releases and campaigns centered on Puerto Rican elders, the pack functioned as cultural preservation, spotlighting places that shaped Benito, not just places the world already knows.

Seven years after their Jordan 4, Levi’s and Nike reunited for the Air Max 95’s 30th anniversary with a tight three-pair denim pack. Indigo, black, and ecru executions shared Big Bubble tooling, frayed panel edges, heavy stitching, and Levi’s Red Tab branding treating the shoe like a pair of jeans meant to age with wear. It was a shared philosophy in sneaker form: materials, character, and time doing the work together.

Reebok and PlayStation marked the console’s 30th anniversary with a three-shoe set tied to its original launch regions. The InstaPump Fury 94 (Japan), Pump Omni Zone II (U.S.), and Workout Plus (UK) each embedded regional dates, console-button details, and PlayStation gray finishes. Limited to 750 collector cases worldwide, the pack turned footwear into playable history—every model matched to a moment fans remember by heart.

Kith’s Marvel vs. Capcom collaboration with ASICS turned arcade nostalgia into a tightly unified sneaker universe. Six pairs across the GEL-KAYANO 12.1, GEL-KAYANO 14, and GEL-NIMBUS 10.1 channeled iconic characters through precise color stories and materials pulled straight from late-’90s character select screens. Custom comic books and oversized collector boxes pushed it beyond footwear—capturing the energy, drama, and fandom that made the game legendary.

Since launching in 2017, John Geiger Co. has grown from a small LA workshop into one of the most consistent sell-out brands in footwear. Operating fully independent, Geiger built his reputation on craftsmanship and the now-iconic “Misplaced” design language that influenced the wider sneaker landscape. From ultra-limited drops to groundbreaking collabs, his rise shows how originality and persistence can rival legacy brands.

Salehe Bembury turned down a major Nike partnership to build SPUNGE on his own terms and in 2025, that bet paid off. Drawing on 15 years across luxury, streetwear, and performance footwear, he launched the Osmosis, a runner built with his proprietary SQUISH TECH and unmistakable organic design language. Debuting globally without corporate backing, SPUNGE proved that true independence, clarity of vision, and execution can stand shoulder-to-shoulder with industry giants.

Launched in 2025 by Justin Bieber and Neima Khaila, SKYLRK marked a clean break from Drew House and a shift toward a more intentional, design-led vision. Blending Y2K nostalgia with futuristic forms, the debut sold out instantly, led by sculptural slides and terry wedge mules. A Tokyo pop-up introduced the Zellerfeld-made Earth Bender, signaling real investment in innovation and hands-on world-building beyond celebrity merch.

Jaylen Brown turned down multiple sneaker deals to build 741 Performance with full ownership and creative control. Wearing his own Rover on-court, he became one of the few active NBA players competing in an independently owned shoe. With intentional storytelling, strategic DTC growth, and a 3D-printed performance prototype developed with Zellerfeld, 741 is showing how athlete-led independence can scale without compromise.

Devlin Carter built SIA Collective from the ground up into a multimillion-dollar sneaker brand by rejecting industry norms and centering community over corporations. Known for futuristic designs and bold color contrasts, SIA sells out without ads, powered by transparency, education, and word of mouth. Carter’s open dialogue about pricing, access, and ethics turned SIA into both a brand and a movement within sneaker culture.

For over 20 years, Dan “Mache” Gamache has treated sneakers as a canvas, evolving from hand-painted customs in New York to one of the most respected independent footwear studios in the industry. His work—worn by LeBron James, Jay-Z, and more—has shaped modern sneaker customization. In 2025, revisiting Iron Man LeBrons and expanding his own Runner line, Mache showed how artist-led craft can endure and lead culture.

adidas and Minnesota Timberwolves star Anthony Edwards turned sneaker marketing into a full-on crime drama with “Man Down,” a standout campaign that owned 2025. With Ice-T back in detective mode alongside Veda Howard, the spots framed Ant’s vicious dunks as “crimes” against rims and defenders, set on the brand’s signature peach world. The concept jumped off-screen in the 2025 NBA Playoffs with in-character courtside appearances and an immersive arena activation at Target Center.

Jordan Brand marked the 40th anniversary of the Air Jordan 1 with “Unbannable,” a bold brand anthem that reimagined sneaker history’s most iconic moment. Debuting during the 2025 Grammy Awards, the spot asks, “What if we didn’t pay the fine?”—imagining a world where MJ’s banned shoes stopped the Jumpman legacy before it began. Paired with a daring, culture-spanning rollout, “Unbannable” proved that greatness, like the Air Jordan 1, can’t be contained.

Nike and WNBA superstar A’ja Wilson delivered an instant classic with “One Of A’Kind,” a heartfelt tribute to Black girlhood that celebrates authenticity, representation, and the power of storytelling centered on Black women’s experiences. Created by Wieden+Kennedy, the minute-long spot introduces Wilson’s debut signature sneaker, the Nike A’One, an unmistakable moment that resonated immediately, selling out in less than five minutes.

Travis Scott and Jordan Brand unleashed pure imagination with “Welcome to the Factory,” a whimsical holiday spectacle promoting the Air Jordan 1 Low “Velvet Brown.” Released in December 2024, the ad follows a golden ticket winner on a surreal journey through the Cactus Jack factory, guided by an eccentric Dennis Rodman. Blending cinematic visuals, playful storytelling, and a full-circle casting moment, the spot turned a sneaker release into an unforgettable holiday moment.

Nike delivered a touching tribute to Kobe Bryant with “Rings-N-Things,” a 61-second film promoting the Kobe 3 Protro “Halo,” released on what would have been his 47th birthday. Starring Jalen Brunson and Natalia Bryant, the spot is rich with legacy-driven details, including a full-circle moment as Natalia appears alongside a shoe whose diamond-shaped design was originally inspired by her middle name Diamanté. More than a sneaker ad, it honors the Mamba Mentality while passing it forward.

The “Pink A’ura” Nike A’One sold out in under five minutes, signaling a defining moment for women’s basketball footwear. Bold, unapologetic, and rooted in A’ja Wilson’s identity, the debut colorway celebrated femininity as strength through layered storytelling and accessible pricing. Paired with community-driven activations, the launch set a new standard for how women’s signature shoes can lead with confidence, culture, and impact.

Metagirl Studio’s first official collab arrived in 2025 as one of the year’s most distinctive statements in women’s footwear. Partnering with Saucony, Caterina Mongillo reimagined the ProGrid Paramount through “Daughter of the Moon,” blending performance heritage with couture-level craftsmanship. The poetic execution, instant sellout, and feminine-forward vision expanded the conversation around how women-led design can shape sneaker culture.

The Air Max 95 “Pink Foam” returned in 2025 with renewed significance, upgraded with OG Big Bubble construction as part of the model’s 30th anniversary. Once a breakout women’s colorway, the release received the same archival attention as classic pairs, from build to rollout. By elevating “Pink Foam” with heritage-level treatment, Nike reinforced the growing expectation that women’s exclusives belong at the center of sneaker history.

The Swarovski x Air Jordan 1 Low OG “Stealth” reset expectations for women’s-exclusive sneakers in 2025. Fully covered in precision-cut crystals and priced at $1,000, the release brought luxury craftsmanship to one of Jordan Brand’s most iconic silhouettes. Instant sellouts and collector demand showed that women’s sneakers can command the same prestige, price, and attention as any top-tier release.

Nike’s Moon Shoe returned in 2025 for the first time in decades through Simon Porte Jacquemus’ reinterpretation, transforming the brand’s earliest silhouette into a modern women’s statement. Racing heritage met ballet-inspired elegance in a release that respected Bill Bowerman’s original vision while introducing a new point of view. Its rapid sellout underscored the enduring pull of Nike’s origin story when presented with intention.

Nigel Sylvester’s Air Jordan 4 “Brick by Brick” stood above a crowded slate as one of the year’s most culturally impactful releases. Rooted in his New York BMX journey, the project fused lived experience with bold storytelling that extended far beyond the shoe itself. From its city-stopping rollout to overwhelming acclaim, the release reasserted Jordan Brand’s edge driven by authenticity, narrative, and a creator who truly built his legacy brick by brick.

The return of the Undefeated x Air Jordan 4 reopened one of sneaker culture’s most important chapters. First released in 2005 as Jordan Brand’s inaugural boutique collaboration, the shoe helped establish the model for modern partnerships. Making the once-mythical grail accessible again marked a rare full-circle moment connecting today’s sneaker landscape directly to the origin of collaboration-driven culture.

Pharrell’s VIRGINIA Adistar Jellyfish became one of 2025’s most disruptive sneakers by refusing to play it safe. Launched in August in bold orange at $300, the sculptural design sparked demand that climbed all year, with resale topping $2,000. More than a shoe, it introduced VIRGINIA—Pharrell’s new creative platform—and pushed adidas into new design territory, proving radical vision and storytelling can still cut through a crowded market.

Angelo Baque’s Awake NY x Air Jordan 5 stood out in 2025 not just for design, but for how deeply it centered community. From replacing “23” with “NY” to hosting a community event in the Lower East Side, the project rooted Jordan Brand in the neighborhoods that shaped Baque’s vision. The limited release felt less like a product drop and more like a celebration of New York, proof that the most powerful collaborations give back to the people they represent.

Unheardof’s adidas Adistar Cushion 3 “Piggy Runner” stood out in 2025 for its emotional honesty. What began as a pig-themed sneaker became a message about reclaiming what once made you feel different. Inspired by founder Phil Lipschutz’s childhood experiences, the release transformed ridicule into pride through storytelling and community engagement. An immediate sellout and powerful local activation turned the “Piggy Runner” into one of the year’s most meaningful sneaker moments.

The New Balance 992 “Aged Well,” captured the essence of Joe Freshgoods’ partnership with the brand by focusing on time, trust, and continuity. The sun-faded pink palette and layered neutrals symbolized five years of growth, while anatomy-inspired insoles tied back to his original 2020 NB 992. In a year dominated by loud moments, the “Aged Well” 992 stood apart by moving slowly, built for people who remember where the story started.