tech
From Nike’s infamous 110s to £250 and back again, sneakerheads are rediscovering why cheaper shoes are worth the hype
We had years of trainerflation but now value and versatility are back in fashion
TL;DR
- The Nike Air Max 95, initially priced at £110 in the mid-1990s, became a status symbol due to its high price.
- Over 30 years later, flagship trainers from major brands often retail between £200 and £250, a phenomenon known as 'trainerflation'.
- The COVID-19 pandemic and the subsequent resale boom (e.g., StockX, GOAT) led brands to increase prices while potentially lowering quality, disconnecting shoe prices from their actual worth.
- There is a resurgence of interest in trainers priced below £100, with brands like Nike, New Balance, and Asics featuring these more affordable options prominently.
- Consumers are now prioritizing value and versatility, with some collectors considering a shoe's ability to perform multiple functions rather than just being a collection piece.
- Repairing worn-out trainers instead of replacing them is also becoming more common, driven by economics and sustainability concerns.
- While expensive trainers will still exist, brands are realizing that affordable options can still be desirable and generate excitement.