Sneakers have long since stepped off the basketball court and running track, making their way into music videos, red carpets, and fashion week runways. Today, sneaker design is as much a reflection of culture as it is of sport or style. From movie icons to hip-hop legends, the relationship between pop culture and sneakers has created a design revolution that continues to evolve — and brands like Converse, New Balance, Adidas, and Puma are leading the charge.
The evolution of sneakers is no longer just about innovation in performance. It’s about influence, identity, and the way society engages with entertainment, music, and fashion.
Music: The Soundtrack to Sneaker History
Few cultural forces have influenced sneaker design more than music. From the early days of hip-hop in the ’80s to today’s global pop icons, artists have not only worn sneakers — they’ve shaped their style, popularity, and purpose.
Adidas is a pioneer in this space. One of the earliest and most iconic collaborations happened when Run-D.M.C. adopted the Adidas Superstar as their signature sneaker. Their 1986 hit “My Adidas” wasn’t just a song — it was a cultural moment that redefined how music and branding could intersect. Since then, Adidas has continued to dominate the music-collab space, teaming up with global icons like Pharrell Williams, Beyoncé, and Kanye West.
Puma followed suit with high-profile endorsements and artist-led collections. Rihanna’s Fenty x Puma collection brought a fresh, fashion-forward look to the brand, blending streetwear with a pop culture edge. More recently, artists like Dua Lipa and J. Cole have added a new wave of energy and creativity to Puma’s catalog, showing that music and sneaker culture remain inseparable.
Film & Television: Big Screens, Big Impact
Pop culture isn’t confined to music. Film and television have also left a significant footprint on sneaker design. Think of Marty McFly’s self-lacing Nikes in Back to the Future — though not an Adidas or Puma creation, it sparked a global fascination with futuristic sneaker concepts.
Converse has made countless film appearances, cementing its reputation as a go-to shoe for actors playing rebellious, free-spirited characters. From Grease and Stand by Me to Stranger Things, the Chuck Taylor All Star has become a symbol of youthful defiance. The simple design of Converse sneakers makes them a favorite for costume designers who want their characters to appear effortlessly cool or timelessly casual.
In TV, sneaker-centric fashion has also been gaining traction. Shows like Euphoria and Atlanta frequently showcase character outfits that include standout sneakers — from chunky New Balance runners to minimalist Adidas silhouettes.
Athletes as Icons — And Designers
Of course, no discussion about sneaker influence would be complete without mentioning athletes. While originally signed purely for performance, modern athletes are also entertainers, entrepreneurs, and style icons.
New Balance was once considered a niche brand primarily for runners or those seeking orthopedic comfort. Today, thanks in part to endorsements from NBA stars like Kawhi Leonard and popular collaborations with streetwear brands, New Balance has undergone a cultural rebirth. The brand’s mix of comfort and clean aesthetics has made it a staple not just in sports, but in streetwear circles and fashion editorials.
Meanwhile, Adidas and Puma, both with strong ties to football and track and field, continue to bring athletic prestige into the fashion space. Puma’s partnership with Neymar Jr. and Adidas’ long-standing relationship with soccer legend Lionel Messi show that sports and style are more intertwined than ever.
Social Media & Sneaker Virality
Today, the fastest way for a sneaker to gain cult status is through social media. Instagram, TikTok, and YouTube have given rise to influencers and content creators who can make a shoe go viral overnight.
This shift has changed how brands approach design. Sneakers are no longer just made to perform — they’re made to photograph well. Colors, materials, and even packaging are all optimized for shareability.
Brands like New Balance and Adidas have taken advantage of this by releasing limited drops, collaborations, and influencer-backed campaigns. Puma, with its bold designs, thrives in the visual-first environment of platforms like TikTok. And Converse, known for its classic silhouette, has found new life through custom styling videos and “how-to-style” sneaker content.
The Fashion Crossover: Streetwear and Sneakers
The sneaker is now a fashion essential. Collaborations with luxury labels like Balenciaga, Gucci, and Comme des Garçons have pushed brands like Converse and Adidas into high-end territory. This fusion of street and luxury has made sneakers a canvas for designers and a medium for cultural storytelling.
New Balance has partnered with fashion designers like Aimé Leon Dore, while Puma has dropped collections with Alexander McQueen and The Hundreds. These collaborations tell stories through materials, colors, and cultural references — blurring the lines between functional footwear and wearable art.
Conclusion: Culture Creates the Sneaker, and the Sneaker Returns the Favor
Pop culture has transformed sneakers into far more than athletic gear. Today, shoes reflect movements, moments, and personalities. From music videos to red carpets and TikTok trends, every touchpoint of popular culture is influencing how sneakers are designed, marketed, and worn.
Converse, New Balance, Adidas, and Puma have each adapted in their own way — staying authentic while embracing the cultural moments that define generations. And as pop culture continues to evolve, one thing remains clear: the sneaker will always walk hand in hand with it.
