Business at Adidas is booming this year. If you’re wondering why, just go for a walk around town and count how many pairs of Sambas you see walking the street.
What happened: Shares in the German sports giant hit a two-year high — fully recovering from the financial tumult caused by their break-up with Kanye West in 2022 — after a smashing first quarter led by sales for its retro Samba, Gazelle, and Campus sneakers.
Catch-up: The Samba — the oldest Adidas model, originating in 1949 — exploded in popularity after going viral. That fire has kept burning in stores and on the resale market. The resale site Depop reported that searches for Sambas were up 142% since the start of 2024.
Zoom out: It’s not just Adidas that has reaped rewards from retro styles. New Balance has gone from ‘#1 choice for out-of-touch dads’ to ‘fave of Taylor Swift’ thanks to its classic 550s. GQ posits that the next big shoe trend is old-school tennis shoes, with Nike leading the way.
Why it matters: The continued rise of the Samba is about more than just looking like Harry Styles. Shoe brands’ reliance on retro faves to drive sales at the expense of new designs is part of a broader trend in consumer culture of looking to the past, per some fashion experts.
- Just like how Hollywood won’t make a movie these days unless it’s based on existing IP, brands are avoiding risks by sticking to products they already know people love.
Yes, but: We may have reached Peak Samba, with overexposure — best exemplified by the deeply uncool U.K. Prime Minister Rishi Sunak rocking them — hurting their hip factor.—QH