Kicks and culture: A deep dive into 2024 (and what’s still to come) with Sneaker Freaker

We’re more than halfway through 2024 and as sneaker heads, we have to say, we have not been disappointed.

New Balance has killed it with fresh collabs from creators like Joe Freshgoods and Action Bronson.

Futura’s Dunks lit up the internet.

Nina Chanel Abney made our Air Jordan dreams come true.

And the list goes on. But the best part is, we’re not done yet. We’ve been promised kicks in the back half of the year that are worthy of our attention. 

We sat down with Woody, Founder and Editor-and-Chief of Sneaker Freaker (and a Melbourne neighbor of ours) to talk about what’s blown his mind so far, and what he’s most looking forward to in the next few months. 

What do you think of the releases that have come out so far in 2024? What’s been your favorite?

My shoe of the year is the Pegasus Premium, which sadly won’t appear on shelves until 2025. At first glance, it’s eerily reminiscent of Air Max design circa 2013, but Nike tagged it as a member of Team Peg so here we are. The first photos looked fresh AF and now I’ve finally seen it IRL at a press event, it’s destined for greatness. The all-white mesh combo is just the right amount of interesting but it’s the full-length slab of translucent orange Zoom Air that powers the pop. An iconic colourway in the making for sure. 

My second choice is the new Lunar Roam, which resurrects Nike’s foam cushioning compound from a few years back. I slept on the first colourway but the ‘Pink Glaze’ is sweet. Super light and crazy comfortable. #noretro

It’s no secret some of the big sneaker brands have been struggling in the past few years, how do you feel it’s affected sneaker culture?

‘Sneakers are dead’ is now an official trending meme, especially among ex-journos jaded from the sudden lack of free shoes, but let’s put things in perspective: Nike is not going down the gurgler any time soon. However, the current chatter that the Air Force 1 has crashed, Jordan 1s are done and Dunks are dusted is an accurate reflection of reality. 

Nike’s lackadaisical product management has ensured their holy trinity of heavy hitters are totally played out. After years of sales domination, the fact that all three need a serious snooze to regain their lustre is a totally natural product-cycle phenomenon. So this realisation is ultimately a good thing as it’ll finally shake Nike out of their self-induced slumber and hopefully loosen up their design team. They know they need to innovate, they just need to make it happen. It’s been ten years since Adidas released BOOST cushioning…. surely the next big thing is coming soon?

What’s the biggest frustration facing sneaker fans right now, both old and new?

Sneakerheads are a passionate and opinionated group so we’re always griping about something. We bond over bullshit! Everyone has an ‘educated’ opinion on the crap shape of various toe boxes, but in short, the main issues of 2024 are the usual suspects – bots, resellers, price increases, and fools wearing Sambas and thinking they’re cool. I know quite a few collectors who are VERY worried about being robbed and have taken all kinds of precautions. 

The reality is, for anyone who wants to buy a decent pair at a decent price without jumping through flaming hoops, selling a kidney, or paying 3x retail, 2024 looms as a return to good times. Prices are up obviously but resellers have retreated, bots have been nullified (thanks EQL!), competition is lower and brands are finally making enough shoes to satisfy demand. Taking your time is the new luxury! 

What trends do you think we’ll see more of from brands in the back half of 2024 and into 2025?

That is a great question and I’m not sure anyone definitively knows. Or if they do know, they’re not talking. We’re at a point in time where a lot of go-to shoes and ideas that have been exceedingly profitable have reached their natural expiry date. 

NB550s, AF-1s, retro 90s running, and even the once-booming outdoors category looks a tad tired. Yeezy is no longer. It’s also the end of the road for the sneakers crossover with LVMH, Gucci, Dior, etc.
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What naturally comes next is not immediately visible on the horizon, which makes EVERYONE in the industry NERVOUS. I think PUMA is on the right path and I expect big things from them. Purists will hate this but the Speedcat – never, ever a sneakerhead thing – looks kinda hot at the moment. Throw in ASAP, Bembury, and Skepta, and the PUMA talent roster looks balanced and fresh for the first time in a decade. 

What’s one thing you would want the biggest sneaker brands out there to know about their fans?

That we’re not stupid.

(Ah, we love this answer.)

What’s your personal Grail and why?‍

Panda Dunks.

Really?

Nah! I’ve got so many Grails in my head I’d have to write a book to even broach the subject. Most of the candidates are so old they’re literally all falling apart so they are compromised acquisitions that make no sense at all. I am desperate to get a fresh pair of the original Air Max Plus in the ‘Tiger’ scheme. My OG pair went sticky then fell apart and my retros are heading the same way so time for a restock. 

I’m also, strangely, loving the loafer version of the New Balance 1906. Not sure I can pull it off but I’d kill for the ‘Bottega’ green pair that seem to be a sample only. But to answer your question properly, today I am fully feeling the feels for the Joe Freshgoods x New Balance 992 ‘No Emotions’ in red, black, and pink. But lordy, have you seen the reseller price?
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(To Joe’s credit, he works with EQL on his drops to give real fans a fair shot.) 

Both EQL and Sneaker Freaker hail from Melbourne. I would love to hear your opinion on what makes the Melbourne sneaker scene special.

Melbourne rules, it’s a long-established fact!

We do not disagree.

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For more sneaker news, be sure to check out https://www.sneakerfreaker.com/.