The Sneaker Collaborator Power Rankings
From artists like Travis Scott, to shops like Undefeated, we've ranked the 25 most powerful collaborators in sneakers, right now.
Who are the most powerful people making sneakers right now? Who are the stores, artists, and designers that sneaker brands look towards to make them look good? Who has people really lining up, either in store or digitally, and spending money, either retail or resale, for special sneakers? We’re so glad you asked.
These are our power rankings of sneaker collaborators right now. The list is meant to show who in the world of collectible sneakers is creating the most energy and has the most resources from the brands they partner with. In considering the rankings we gave more weight to recent output over the historical archive of a given collaborator. This isn’t necessarily about who is selling the most sneakers, or whose sneakers resell for the most, but something more intangible and broad. It’s about whose name comes up most on social media chatter around shoes and in boardrooms and big brands. It’s totally subjective, yes, so you’re welcome to give your feedback on who we snubbed, celebrated too much, or totally misunderstood. But first, read the damn thing, all of it.
25.Trophy Room
There’s no doubt of the power Trophy Room has. The store and brand was started by Michael Jordan’s son Marcus, meaning it has a direct line to Jordan Brand collaborations. Marcus has done well with them—the Trophy Room x Air Jordan 5s from 2019 were a moment, and the Trophy Room x Air Jordan 1s from the next year were an even bigger moment, if for some of the wrong reasons. The backdooring fiasco surrounding those Jordan 1s set the younger Jordan back, forcing an asterisk onto every future conversation about his work in sneakers. It’s still big, it still generates buzz, but the controversy from that one release in 2020 still colors perception of the store. —Brendan Dunne
24.Clot
Clot and Nike’s collaborative work began back in the mid-2000s, so it came as somewhat of a shock when rumors started circulating in 2023 that Edison Chen’s label was on the verge of a deal with the Three Stripes. It made sense for everyone involved though, as the Nike partnership had seemingly run its course, with decidedly less interest being shown by fans than in its heyday. Even the once-grail level "Kiss of Death” Air Max 1 went on sale when it returned in 2021, and can be had today on the resale market for a fraction of its retail price. Clot’s Adidas partnership is still in the early phases, but the initial drops have been refereshingly from its previous work with Nike. Out were the clear panels and tearaway silk uppers of its most popular work, and in were Superstars reworked with broguing details and espadrille-inspired Gazelles. It’s still too early to say how well this new approach will work, but it’s commendable for the willingness to take a chance on something unique. —Zac Dubasik
23.Undefeated
Undefeated’s collaborative history has featured some high highs, like its unlined Dunk from 2005, as well as some long-forgotten projects, like a Foot Locker-exclusive Converse collection. The LA-based boutique has been at it since the early 2000s, and never gone too long without dropping its own footwear designs—typically with Nike. Not everything has worked though. Its extensive Kobe projects, for example, were much more memorable than the Air Max 90s from 2019 that can still be found for under retail on the resale market. More recently, Undefeated scored a hit with its reworking of the Nike Air Terra Humara. Anticipation for its most famous collaboration of all though, is ultimately what landed it a spot on this list. 2005’s Air Jordan 4 was Jordan Brand’s first ever collab, and was limited to just 72 pairs. Rumors of a proper release in 2025 have inspired both excitement and controversy. Whether or not they should come out may be up for debate, but the shoe’s existence is a good reminder of what cemented Undefeated as a mainstay on Nike’s roster of design partners. —Zac Dubasik
22.Jae Tips
Nobody in this group has done more with less like the Bronx’s Jae Tips. His work in footwear does not rely on cheat codes from the industry’s biggest brands. Rather than color up models that the sneaker collecting public has already been trained to love, Jae Tips has taken on a harder task: igniting passion around Saucony via its retro running sneakers. He deserves credit for making people genuinely care about silhouettes like the Azura 2000, which didn’t mean much until his colorful remixes arrived. His alignment with Saucony might be a blessing and a curse, though: you have to tip your cap (no Hat Club) to the guy for winning with a smaller brand, but you also have to wonder if that smaller brand is putting a low ceiling on one of the scene’s most exciting names. —Brendan Dunne
21.Fear of God
Figuring out where to place Jerry Lorenzo on this list is a bit tricky. On one hand, there are few figures in American fashion as important as the Los Angeles-based designer. His Essentials line, as much as people love to rag on it, is still one of the most ubiquitous brands today. And most importantly, Adidas essentially gave him the keys to the kingdom when they announced the partnership in late 2020. That level of trust has to count for something. Adidas allowed Lorenzo to craft an entire sub-label, Fear of God Athletics, a performance-driven extension of his Fear of God main line.
He debuted the first Athletics collection as part of a spectacular Fear of God runway show at the Hollywood Bowl in April 2023. All signs indicated that Fear of God Athletics would be major, something that could evolve and improve for years to come. Three years after the news of the Lorenzo x Adidas partnership broke, the first products finally hit the market in November 2023. The problem is, as well executed as the offerings have been, Fear of God Athletics has sort of flopped. Many of the items can be found at Adidas outlets right now. Rumors were swirling that the partnership is already heading for an unceremonious and abrupt ending at year’s end, although Lorenzo recently clarified that the partnership includes products releasing at least through 2025. Of course, when you’re as talented and accomplished as Lorenzo, there’s always potential for a bounce back. Frankly, we’re expecting one. But as things stand now, Lorenzo’s Adidas era has a lot of question marks surrounding it. When it comes to strictly sneakers, we can’t place him much higher than this right now. —Mike DeStefano
20.Patta
Patta has made some of the best Nike Air Max sneakers ever. There’s no denying that. And one of them is coming back this year: the Dutch retailer is set to re-release the “Chlorophyll” Air Max 1. It looks to be part of Nike’s strategy of bringing back limited classics from yesteryear and letting a new audience, or those who missed out, appreciate them now. It’s a controversial topic in the sneaker community, and dropping these shoes again will give more insight to whether or not the plan is working. That aside, Patta also collaborated with FC Barcelona on the Air Max TN. It’s a beautiful shoe, even if you’re not a supporter of the club. It would have been cool to see them do an Ajax shoe, too. Patta’s last truly big project was its work on the Air Max 1 from 2022. The “Monarch” pair is so good and many argued that it should have been included in the sneaker of the year discussion. I also like the Huarache update that Patta did this year, although it seems to not have been the most well-received shoe this year. Not everything can be hype central, though. It’s about longevity. And Patta, founded in 2004, has years and decades on some other names on this list. —Matt Welty
19.Concepts
An argument could be made to leave Concepts off this list. The brand hasn’t done much in the past year or so. But then again, it’s Concepts, one of the most established retailers in the collaboration space. The brand’s most recent big hits were the “Orange Lobster” version of its ongoing collaboration with Nike SB and the three-pack of Air Max 1s, both from 2022. All of those shoes were huge. So why are they on the list if they haven’t done much as of late? Because there’s more on the way. There’s an Asics Kayano 14 in a faded red, white, and green colorway that is too dang good. There’s also a cream pair—expect both of those to be popular releases. There’s also a “SEAL” version of the New Balance 1906, a play on the shop’s collaboration on the 999 from 2012. Those are going to make waves with New Balance collectors. There also was the re-release “C-Note” 998 from 2013. That shoe was literal money back then. It didn’t hit the same this time around, maybe because the 998 isn’t as popular now as it was back then. But don’t sleep on Concepts, the brand has plenty of gas left in the tank. —Matt Welty
18.Nina Chanel Abney
Nina Chanel Abney has been a name on the art scene for years. Her first gallery show was held in 2008 and sold out in days. On the sneaker front, she started gaining attention during the 2020 presidential campaign, customizing Chuck Taylors for James Whitner’s Social Status that were featured on Kamala Harris’ Sneaker Shopping appearance during her vice presidential candidacy. In 2022, she collaborated with Jordan Brand for the first time, on a pair of Air Jordan 2s in both high and low-cut iterations. The shoes captured the feel of her art well, but like most Air Jordan 2s, failed to make a major impression on the footwear world. The follow-up, however, was a much bigger hit. 2024’s Air Jordan 3 landed in the upper half of our Best Sneakers of 2024 (So Far) list, and was accompanied by a memorable campaign featuring Alicia Keys and Swizz Beatz as models. Abney's footwear resume is still thin, but her latest work just happens to be one of the hottest collabs of the year. That’s not enough to earn a spot at the top of this list, but it does have us anxiously awaiting her next project. —Zac Dubasik
17.Corteiz
Where were you when “40°43’20.2”N 73°58’48.6”W” went up on the Nike billboard on 34th street in March of 2023? For the rabid fans of UK-based street fashion label Corteiz they were either 1) flooding streets of New York City or 2) WhatsApp’ing their NY connect to try and hold them down a pair or 3) glued to @Complex Sneakers watching the release of the black/pink colorway of the Air Max 95 play out on social media. That day both put Corteiz on the radar of those not in the know, and had long-time fans of the brand telling everyone else to catch-up. The event had the kids excited and old heads claiming the feeling was restored.
The head of the table at Corteiz is Clint Ogbenna, more commonly known as Clint149. Clint, just 26 years young and someone the late Virgil Abloh stamped as next in line, has built a cult-like organic fanbase by mixing new-school sensibilities (Camavinga and a *cough, cough* famous Bella Hadid meme helped rollout their Nike project) with an appreciation from a generation that precedes him. Complex had the “Pink Beam” colorway of the 95 at #3 on our 2023 year-end list, but Clint & Co. went three for three on their first collaboration that has fans waiting for what’s next. And that can be coming sooner than later—there’s been a gang of rumors on what silo ‘Teiz is going to tackle as a follow up . No one and dones here, expect more heat from across the pond. —Joe La Puma
16.Stussy
With over 40 years in the game, Stüssy remains a top dog in streetwear. And while that reputation has caused consumers, young and old, to go crazy for its timeless apparel offerings season after season, its Nike collabs haven’t been met with quite the same level of excitement for the past few years. Its last universally celebrated project came in 2020 when it remixed the Air Zoom Spiridon Cage 2 (we love the incredibly slept-on bringback of its Air Huaraches in 2021 and hemp flips of the beloved Air Penny 2s in 2022 as well). Still, it means something when Nike lets you remix some of its more obscure silhouettes with such high frequency. Stüssy continues to do just that time and time again. Other examples have included the Air Max 2013, Air Flight 89 with snakeskin panels, and most recently a series of knit LD-1000s in July 2024. To be clear, just because Stüssy’s sneaker collabs aren’t selling out in minutes or flipping for crazy money doesn’t mean they aren’t good. Just like everything else the streetwear brand is doing, it is delivering solid designs that will look as good today as they will five years from now. While that doesn’t put it at the top of this conversation, Stüssy has to be mentioned. —Mike DeStefano
15.Union
Chris Gibbs’ Union is a brand that both Jordan and Nike trust with their most important sneakers. He’s had the chance to work on protected silhouettes like the Air Jordan 1 and Air Jordan 4, with Union’s collabs on those models going past mere colorway flips. Union contributed to the Dunk mania of the early 2020s via a meaningful trio of collabs. And Nike’s looked to Gibbs to build energy around an ancient silhouette newly plucked from the vault in the Nike Field General. Lately though, it feels like hype around Union’s collab shoes is waning—maybe it was a post-Jordan 1 misunderstanding to ever see Union as a hype brand in the first place. The excitement around Union’s sneakers isn’t at a peak right now, but it is nonetheless an outside partner that Nike Inc. is leaning on to defend its cool, which is very much under threat right now. —Brendan Dunne
14.Supreme
Look, Supreme is still Supreme—unless Mark Zuckerberg really does snatch up a piece of it and start cranking out box logo-branded Ray Bans virtual reality goggles. Until then, it’s still the biggest thing in streetwear and still commands a good amount of resources and attention via its decades-long partnership with Nike. Supreme’s Nikes definitely aren’t as exciting as they used to be. But Nike is still looking to the label to authenticate new designs, a la the Air Max Dn project from this year. It’s still letting Supreme get busy on risky silhouettes like the Courtposite. And Supreme still has the ability to make interesting connections through shoes, like tying Rammellzee to the Dunks with a throwback two-pack last year echoing the brand’s earliest artist collabs. Supreme is not very hot at this moment, but still deserves recognition here as a dormant volcano with a long history that could bubble back up in the right conditions. —Brendan Dunne
13.J Balvin
J Balvin might not be as prolific as most of the people featured on this list, but there’s no denying that he’s gotten to work on two of the greatest silhouettes in the history of sneakers. So far, the Colombian superstar has taken things in order with his Jordan Brand collaborations, starting with the Air Jordan 1 and then making his way through the Air Jordan 2, and finally the Air Jordan 3, twice, with the most recent version hitting shelves earlier this year. It’s easy to say that Balvin’s boisterous take on the Air Jordan 2 was unsuccessful as it was met with a myriad of criticisms, but his ability to put an LED light in the tongue of an Air Jordan model proves the trust that the brand has in him. What else is power if not having one of the most legendary brands in sneakers give you the chance to take risks? For the release of his first Medellin sunset-inspired Jordan 3, Balvin told us that his goal was to work his entire way through the Jordan Brand catalog in order, a (pretty unlikely) feat that would only see his stock on a list like this rise if he’s able to pull it off. Only time will tell if that happens, and just what the future between J Balvin and Jordan has in store, but for now three hits and one miss with JB finds this JB at the 13th spot. —Ben Felderstein
12.JJJJound
It feels slightly wrong to put JJJJound on this list given how much the Montreal design studio’s stuff feels like anti-collaborations. The shoes JJJJound works on, with brand partners like Asics, New Balance, and Reebok, are generally kind of plain. They seldom come with any explanation or inspiration. Sometimes the whole enterprise feels like a psy op designed to gather data on the gullibility of sneaker nerds. But just because JJJJound sneakers do not employ bold color schemes or comic book-level mythology to establish a theme does not mean they should be ignored. JJJJound works against those tropes, instead creating buzz through understated, almost invisible revisions. That approach fits perfectly for the dad core appeal of New Balance, a sneaker brand that looks its best when it’s not trying too hard to do so, or Adidas’ Samba, a shoe too storied for advanced fidgeting. It’s made JJJJound an appealing and powerful label for the core group of sneaker collector hobbyists and another, adjacent group of consumers looking for clean sneakers that are sufficiently, if incredibly subtly, distinguished. —Brendan Dunne
11.Action Bronson
Action Bronson and New Balance aren’t the splashiest rapper/sneaker brand combination out there, but the two are a match made in heaven. Both entities are cult-favorites in their respective arenas. Action has been wearing New Balances for years. Him getting to design his own pairs felt that much more important because he’s had an authentic connection to the brand for so long. It wasn’t just another example of a sneaker company tapping a big name to draw some more eyeballs to new products.
Since a neck-breaking 990v6 released in March 2023 to kick things off, Action and New Balance haven’t let up, dropping four more pairs since. And these don’t just feel like surface-level color swaps with his name slapped on them. Each colorway has a nickname or tie to an obscure description, in signature Bronson fashion, to make it clear that he has a passion for what he’s creating. It’s made his sneakers that much easier to appreciate. The best of the bunch has been a “Rosewater” 1906R, a contender for one of the best collabs we’ve seen in 2024 thus far. Up next, New Balance is letting Bronson embrace his love for fitness and his side hustle as a great outdoorsman by having him work on a performance hiking sneaker, the Minimus Trail. It’s good to see New Balance let him design something so out-of-the-box that personally connects to him. It shows that the brand is invested in the partnership and not just tossing him the next silhouette they need to sell. Some shoddy release procedures have put a small blemish on an otherwise excellent start to the Action Bronson x New Balance partnership. That can be fixed. Authenticity cannot. Action and New Balance have the most important piece of the equation figured out. They’re just interested in making the best vehicles to take on life in. So far, they’ve succeeded. —Mike DeStefano
10.Comme des Garçons
Comme des Garçons is one of the longest and strongest Nike partners there is. Nike has been tapping Comme, and Rei Kawakubo protege Junya Watanabe, for special edition sneakers for over 20 years now. Most of the time, these projects do not register sizable blips on the radars of core collectors. A lot of the time, they are pretty plain CDG Black makeups that just turn the lights out on a standard pair of retros. But they are coveted nonetheless, and Comme Des Garçons is good for a proper banger every couple of years, a la the Commeposites or those Air 180s from 2018. Comme des Garçons is one of those collaborators that gets extra points here because its sneaker portfolio is not limited to one brand. We know its Nike work the best, but it’s still landing regular (if not tremendously exciting) shoes with partners like New Balance and Salomon. Like we said, a lot of them don’t feel that unique, but the really out-there ones remind you just how much sway Kawakubo’s label has—no one else out here getting away with slapping plastic dinosaurs on a pair of Uptowns or bows on Flyknit Racers. —Brendan Dunne
9.Wales Bonner
Grace Wales Bonner is the darling of Adidas and all the downtown girlies at the moment. Her work with the brand has been influential, and helped bring the brand’s archive to a new audience, all while keeping true to her roots. It’s hard to go anywhere in New York City and not see a pair of Bonner’s Sambas or SL-72s. The silver Samabs from last year were in the talks for Complex’s Best Sneakers of 2023 list, and the cheetah pair is everywhere, too. Bonner has been able to tap into her British and Jamaican heritage to truly blend a fanaticism for Adidas that feels real. She’s made footwear that gets the nod from diehards of the company while simultaneously being the shoes that their girlfriends are fawning over. It’s a really good mix and it feels like the brand has a big push behind her, too, which is refreshing to see. It’s not formulaic hype footwear, but it works. She’s reworked shoes like the Adidas Japan for her own line and seen it find its way into Adidas’ mainline offering, similar to what we’ve seen with Gary Aspden’s work with SPZL in the past. It’s almost as if Adidas took a risk and it paid off. And everyone won in the process. —Matt Welty
8.Salehe Bembury
Salehe Bembury just might have the most diverse portfolio of any collaborator on this list. He’s worked with New Balance, Clarks, Anta, Moncler, helped ignite a ton of energy into Crocs, and recently agreed to a partnership with Puma Hoops to help find its next signature sneaker athlete. One thing about a Salehe Bembury product is that it is unmistakably him. It doesn’t matter what brand he is working with, you can easily tell that his design language is all over anything he touches. It’s fair to ask why someone like Bembury doesn’t sign an exclusive deal with a brand, but his work proves exactly why he is the right person to remain a free agent. He’s able to work on as many brands as he wants. It also shows the power that he has in the industry as a plethora of brands are after his design services and willing to work with him without any sort of exclusivity agreement. —Ben Felderstein
7.Cactus Plant Flea Market
Cactus Plant Flea Market’s work may be some of the least wearable on this entire list. Dunks completely covered in Swarovski crystals? Not-quite-Dunks covered completely in green fur? Some footwear-shaped-object that looks vaguely like a rock-climbing shoe but mostly like a blob with a removable, wonky shaped Swoosh? These sneakers certainly aren’t for everyone, but they showcase how far boundaries can be pushed when creative license is given to someone who’s willing to take it and run. The ambition that CMFM’s Cynthia Lu has approached her Nike projects with is simply what collaborations should be about. Even her more-approachable models, like the Air Force 1, have over-the-top detailing (or, over-the-midsole, in this case) inspired by the Air More Uptempo. Sure, pretty much every other collaborator on this list is producing sneakers that are easier to wear, and that ultimately keeps her from climbing to the very top. But they aren’t nearly as much fun—and that counts for a lot. —Zac Dubasik
6.Bad Bunny
Bad Bunny is one of the most interesting cases on this list. His influence and global popularity are undeniable. He is one of the biggest superstars on the entire planet and deserves to be mentioned in the same breath as names like Taylor Swift, Drake, and Beyonce. With those credentials, it’s easy to understand why the hype behind his collaborative Adidas models is as high as it is. But, that’s pretty much the extent of what makes his product special—other than the shoes being quite good for the most part.
Besides for his recent “San Juan” Gazelle, Bad Bunny’s drops with Adidas have felt devoid of a real story or intrinsic connection to him. That being said, as previously mentioned, the sneakers have been good and Bad Bunny has been able to create a signature aesthetic. Bunny debuted his first model, the Adidas Forum Buckle Low, on an episode of WWE Monday Night Raw and even went on to wrestle in a pair during the main event of his hometown WWE Backlash Premium Live Event. His sneakers aren’t always huge, but his name is big enough to carry them for the most part. —Ben Felderstein
5.Teddy Santis
Teddy Santis is the man at New Balance. That’s not saying that other collaborators don’t have juice there or haven’t had extreme success with the brand—there are people on this list higher up than him. But he’s been entrusted with the most from the footwear company. Santis and his Aimé Leon Dore label have the juice to get the first crack at collaborations on silhouettes. His work on the 550 is stuff of legend at this point. No one saw that shoe coming, but he made it mainstream. I will die on the hill that the ALD 860v2s were some of the 10 best sneakers of 2023, also the 1906 and the 1000. But he’s also the creative director for the brand’s Made in USA, which gives consumers a chance to buy Santis’s work on a more mainstream level. There have been hits and misses, but people are constantly looking forward to what he’s doing next. —Matt Welty
4.James Whitner
Stop for a second and think about how many sneaker collaborations you can count that have released via James Whitner’s Whitaker Group umbrella. We’ll wait. It’s going to take a while. When it comes to Nike (and its subsidiary Jordan Brand), few people have been as prolific as Whitner, whose retail empire consists of taste-making shops like A Ma Maniere and Social Status that are regular destinations for collaborations on storied sneakers. The A Ma Maniere x Air Jordan 3 was the widely agreed-upon sneaker of the year in 2021. It was Whitner who showed the retail ropes to Marcus Jordan when he started up Trophy Room. Whitner’s Jordan connections go deeper than that—he’s got the ear of Jordan Brand’s namesake, and a coming version of the Air Jordan 39. (And that’s just the Nike and Jordan work, don’t forget about the New Balances.) Whitner is a top-priority partner at Nike and a big name in Beaverton. His maneuvering, clean designs, and the powerful messages he packs into the shoes he works on, have put him in rarefied air. The access and influence he has in the industry matches that of superstar artists or fashion houses that have been around for decades.
He could be in an even higher position on this ranking, but there’s a bit of a pall over his name at the moment. Whitner and his businesses were accused in November 2023 of being party to a $32 million sneaker resale scheme. There were no criminal charges, but the civil forfeiture complaint detailing the alleged backdoor deals he’s been involved in subtracted from the goodwill he’s earned in the sneaker space. It did not, however, slow him down any noticeable amount. —Brendan Dunne
3.Joe Freshgoods
Joe Freshgoods is that guy. He arrived at New Balance right on time, showing up to help the Boston brand ascend to new levels of cool by telling stories around its shoes like nobody had before. Look, New Balance was doing collaborations prior to his arrival, but Joe brought a new perspective that marked a fresh era for NB’s lifestyle business. He’s championed New Balance through the lens of Black life in America, charged up recent silhouettes like the 9060, and even dared to remember Michael Jordan’s forgotten connection to New Balance. Through all this, Joe feels like he is right there with his audience, listening and engaging in conversation with them. He is not interested in being the mysterious, unreachable designer tucked away in an ivory tower in some ivory city at a sneaker brand’s headquarters. He’s honest about his missteps—something you can’t say about most of the other entries on this list. What makes Joe Freshgoods easy to root for is that, despite all his success, he still feels kind of like a regular Joe. —Brendan Dunne
2.Ronnie Fieg
There was a time when sneaker collaborations primarily meant flashy materials and loud colorways. They screamed, “look at me,” appearing totally different from anything you’d typically see on sneaker walls. There’s nothing wrong with that, and in some ways it’s still the case. But Ronnie Fieg flipped the concept on its head back in the mid-2000s, instead offering an elevated level of taste rather than simply making bolder executions. In fact, many of his collabs almost looked like they could have been general releases—but great general releases that could be appreciated more the more they were examined.
Kith became an empire in the decade that followed, collaborating with legacy brands like Disney, Star Wars, and Coca-Cola, in addition to a steady stream of footwear projects with basically every brand in the space. LeBron James even wore Fieg’s Kith collab in the 2018 NBA All-Star Game.
Power rankings aren’t really about legacy though—they’re about the here and now. And that’s what makes Fieg’s resume so impressive. He’s arguably as relevant now as when he first broke out. Projects like his triple collaborations with Adidas and Clarks are among the best and most popular he’s ever done, while his pop culture crossover with Marvel and Asics makes treading the fine line between fandom and wearability look easy. Fieg has built an empire largely on the back of his personal taste, and his longevity is a testament to just how well he’s been able to translate that taste to collaborative product. —Zac Dubasik
1.Travis Scott
When the Complex Sneakers staff first started ranking this list, we started at the number 2 spot. It was conceived with Travis Scott in mind as the number one collaborator, and there really wasn’t another option that was close. Today’s sneaker landscape is vastly different than it was when Travis first began working with Nike in 2017. The resale market was clicking on all cylinders and the hype behind collaborations like Kaws x Air Jordan 4s, Virgil Abloh’s Off-White “The Ten” collection, and Tom Sachs’ Nike Mars Yards was dominating the headlines.
Since then, things have changed. Collabs aren’t hitting as hard, certain sneakers aren’t selling out, and Jordan 1 colorways that would have been close to $1,000 seven or eight years ago are flipping for retail or sometimes even less. That is, unless you are Travis Scott. He seems to be the only collaborator out there right now that still sells out just about every sneaker he has his name on, and most of them still flip for at least double their retail value. On top of that, he just entered rare company with the release of his own signature sneaker, a retro trainer-inspired model that goes by many names. Whether you call it the Jumpman Jack, the CJ1 T-Rexx, the Cut The Check, or something else entirely, there is no denying the power that the Cactus Jack rapper brings to sneakers.
If that wasn’t enough, another signature model is on its way as well, the Nike Zoom Field Jaxx. The Spiridon-bottom silhouette that saw Travis recruit legend Ken Griffey Jr. and current baseball stars Bo Bichette and Randy Arozarena. That’s far from the first time that he’s teamed up with other power players; he tapped WWE Hall of Famer Mick Foley (the original Cactus Jack) for his Air Max 270, Randy Moss for his first Air Jordan 6, and Richard Hamilton for his second.
Simply put, Travis Scott, Nike, and Jordan Brand have basically everything working in their favor. The demand is there (Travis continues to set records on the SNKRS app), the quantity is there, the sought-after silhouettes are there, and Travis continues to be one of the most popular rappers on the planet. No other hip hop artist is consistently selling out arenas like he is right now. And no other collaborator is more powerful in the sneaker space than him. —Ben Felderstein