The Under The Laces mapped out the vision, but the tiers, narratives, and landscape of the sneaker culture still needs defining. So what established sneaker culture, besides the Air Jordan 1?

Jordan took sneaker lines to new heights, and continues to be released in ways that keep Jordan top of the sneaker sales standings. Sure, Magic and Bird and Julius all had endorsement deals, but none saw they branding and promotional ceiling that Jordan and Nike went well beyond bursting.

The brands had to be created and find their niche, and at the moment sneaker brands and sneaker culture are both burgeoning. Where does each brand find itself situated in the rising style and fitness sneaker markets?

Based on sneaker sales alone, Nike and adidas rule the market. Well, Nike lords over the market with adidas proving an increasingly competent challenger, mostly. Nike did not suffer any ill effects from the Kaepernick campaign, and adidas nearly doubled their market share last year. Swooshes or Stripes is the headlining title fight on the sneaker battle fight card, with Nike ahead on all scorecards by a large margin.

Sneakers are the new Dutch tulip, Beanie Baby, or ‘limited’ Pokemon card. There is now a back catalog of decades for most brands to retro, re-release, or offer for collaboration. Brands, Artist, Designers, Creators, Collaborators, Influencers, Athletes, and even those who do not merit a capitalized moniker here are exploring new models of expression, promotion, and style.

GOAT and StockX have grown consumer bases to the point of taking out ads during prime time sporting events. That growth is not built solely on Jordan’s and Yeezy’s, though that is a good portion of sales. Other brands, especially through collaborations, are bringing in more revenue if not bigger slices of the sneaker market pie.

Each are taking drastically different routes. Reebok is backing away from the endorsement model altogether and moving towards lifestyle fitness. As of writing, not even the most popular models of Allen Iverson’s greatest sneakers are available on the brand’s website. Another trip to a resell app, and I have my Iverson Dress Codes. (Which are surprisingly cheap. Iverson’s being so rare, one would think the value would hold.)

Asics, New Balance, Diadora, and Puma are all making strong moves for market share. Each have branched out from their core business, to now each have options for multiple sports to go along with lifestyle options.

Asics new collaborations with atmos is perhaps the one sneaker I will cross a time zone to purchase. In fact, it is the only release all year I search for stores in the lower 48. Everything else must be found between New Orleans and sneaker shops near any airport destinations.

Of course I search the lower 48, the Gel Lyte III has the world map printed on the outsole so perfectly.

Asics also has some anime collaborations, the G Shock series, and produced the Asics Gel Magic Racer series which led to an all region medal back in the high school days of yours truly. Asics really must be the third most sought after and stylish brand on the scene today. The Gel Lyte III offers itself to so many different colorways, and Asics is catching on to the custom shoe phase.

Under Armour is holding onto third position according to most stock market bean counters, but their efforts to really find break away hit have fell just short. Bryce Harper, The Rock, and Steph Curry all endorse the ‘UA’ but Curry’s line has gained as much attention for being panned as they have for being worn during a championship.