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[China] Dowdy coolness is popular/ Old-established manufacturers are starting a domestic sneaker boom

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Leap (FEIYUE), a Shanghai-based sneaker maker founded in the 1920s that has been in the news for several years, has been gaining traction with the younger generation since 2019. Walking around Shanghai, you can see a person wearing one of these sneakers every 15 minutes. The Leap brand has also begun collaborating with young designers and Disney, and is showing a lot of excitement. Another domestic brand, Ando, released a collaboration model with NBA star Klay Thompson. Leading domestic sports manufacturer Li Ning is also beginning to attract the attention of influencers from around the world with its creative designs. Riding this trend, Adidas has launched a Shanghai-only Ultra Boost with a Chinese design, a boom that also involves foreign manufacturers.

The "Leap" brand first became popular in Europe and the United States when actor Orlando Bloom wore them in a movie. The company opened stores in Paris and other cities, and when its popularity in Europe and the United States was well established, the brand was reimported to Shanghai. Until then, Leap was just a dull pair of athletic shoes for middle-aged people and elementary and junior high school students. However, in response to the sneaker boom of the last few years, celebrities and influencers from all over the world turned to Chinese brands to find unknown designs. Manufacturers are creating a buzz by sponsoring NBA players and actively recruiting young designers.

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This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher.

Translated with AI Translator

  • TNCアジアトレンドラボ

    Author profile
    TNC ASIA Trend Lab

    TNC ASIA Trend Lab is an information organization run by TNC Inc. that researches and shares trends in Asia. It supports corporate marketing activities by finding insights from trends rooted in the lifestyles and habits of local consumers.
    http://tnc-trend.jp/

  • Intage Inc

    Editor profile
    Intage Inc.

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  • Jan 24, 2020
  • 1479 Views

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