The Sneaker of the Year 2025

Dec 17, 2025

Mike Sykes, a journalist and sneaker market analyst known for his data-driven insights, joins the discussion on the contentious sneaker-of-the-year race for 2025. He highlights the rise of competitors like Vans and Converse challenging Nike's dominance, while noting that Nike remains the industry standard. The conversation dives into the storytelling behind standout models like Shea Gilgeous-Alexander's signature shoe and Nigel Sylvester's emotional Jordan 4. Sykes also shares how real-world sales are driven by practical designs, signaling a shift in sneaker culture.

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INSIGHT

Widening Market Splits Consensus

The 2025 sneaker debate fractured across many credible contenders instead of coalescing around two or three models.
Consumers are testing "Nike versus the field," which broadened the shortlist to five-plus shoes.

INSIGHT

Nike Still Dominates The Framework

Nike remains the industry standard and retains structural advantages despite challengers rising.
The key question is which specific Nike silhouettes capture attention, not whether Nike matters.

INSIGHT

Emotion Beats Scarcity For Hype

Hype increasingly hinges on emotionally resonant storytelling rather than pure scarcity.
Campaigns that feel personal (not obviously transactional) drive deeper attachment.

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Choosing “sneaker of the year” has rarely been this contentious. In 2025 the debate has splintered opinion between incumbent players like Nike and contenders from Vans, Converse and New Balance as consumers test the field.

Whilst Nike’s shadow looms and expands with new silhouettes, real-world volume is being driven by ‘regular’ pairs like ASICS’ black-and-silver GEL-1130.

In this episode of The Debrief, BoF’s Sheena Butler-Young and Brian Baskin sit down with Mike Sykes to unpack the data, the storytelling and what this year signals for 2026.

Key Insights:

In a widening market, this year’s debate has splintered opinions. Unlike typical years with “two to three shoes,” 2025 felt like “it’s five, it’s six, it’s seven, it’s eight,” says Sykes. He frames it as consumers testing “Nike versus the field,” with many deciding, “I’m actually gonna try the field for once,” which explains why we have seen credible contenders from Vans, Converse, New Balance and more.

At the same time, reports of Nike’s demise are overdone. “Nike has always – and, in my opinion, probably will always – be the industry standard. The company is just too big at this point; it makes too much money. Even when it fails, it’s still a notch above its competition,” says Sykes. The real question now is which Nike silhouettes win attention. A few years ago it was largely Jordan 1s, 3s and Dunks, however now styles like Infinite Archives 17, Awake’s Jordan 5, and Nigel Sylvester’s Jordan 4 are all taking space.

Hype is increasingly powered by storytelling that feels personal rather than driven by pure scarcity. Nigel Sylvester’s Jordan 4 showed how “over the top” yet authentic activations made fans attach to Nigel beyond the sneaker. “He’s riding his bike, kissing babies, shaking hands,” says Sykes. It’s “absolutely marketing” but designed to connect on emotion.

On sneaker resale marketplace StockX, beneath the headline-grabbing premiums, Asics is moving serious volume with everyday pairs. As Mike notes, “the black and silver Asics Gel-1130 is just a common shoe that you could probably just go to your Foot Locker and buy,” yet he sees “people just buying the shoe up.” Set against hype, the GEL-1130 shows how “regular everyday shoes that look cool” can dominate real-world sales even when they’re absent from sneaker-of-the-year shortlists.

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