The Future of Signature Sneakers Is in Good Hands (Feet?)

Signature sneakers have come a long way since the days of Charles "Chuck" Taylor and Converse's canvas high-top for basketball. And yet, they remain as important as they were in 1921.

Historically reserved for some of sports' most elite athletes, signature models have helped brands like Nike, Reebok, Adidas, and PUMA dominate the biggest stages across decades, offering countless consumers a link to their favorite competitors.

The elegance of Stan Smith was captured by the Three Stripes on the eponymous tennis silhouette (after Robert Haillet, of course), just like Clyde Frazier's on-court swagger lived in (and still does) in the PUMA Clyde. We also have to mention Michael Jordan's Air Jordan series – the most successful athlete-specific signature line of all-time – which helped a running-focused Nike, Inc. become the gold standard in the world of basketball while proving sportswear had a space in everyday life.

And that's where signature series' most recent problem stems from: celebrities have largely overtaken athletes as the most influential forces in sneakers.

Travis Scott and his Cactus Jack partnership with the Swoosh conglomerate continue to break consumer records on the Nike SNKRS app. Chicago's Joe Freshgoods has been widely credited as making New Balance relevant amongst non-dads across the U.S. Saucony had been moving pairs from its Triumph series well before Jae Tips joined the team, but the Bronx-born designer has energized the century-old brand's retro catalog unlike anyone before him had.

In the mid-2010s, the artist formerly known as "Kanye West" signed a multi-year deal with the Three Stripes after being disappointed with his Nike partnership. One of the grievances he vocalized was the Oregon-based institution's unwillingness to treat his highly influential and coveted Air Yeezy line as it did its signature series with athletes: the brand refused to pay out royalties for each product sold and staggered the design process between models.

The remainder of the 2010s saw Nike, Inc. invest more resources into partnerships outside of the performance space – including Virgil Abloh's Off-White and Chris Gibbs' Union Los Angeles. Tom Sachs also got another shot at releasing his NikeCraft Mars Yard to a new audience in 2017. Phil Knight's company continued to deliver reliable footwear inspired by LeBron James, Mike Trout, Kobe Bryant, and other elite athletes, but its bold bets on musicians like Aubrey "Drake" Graham paid off greater dividends.

But the tides have turned just enough to showcase why athletes continue to remain important in the signature sneaker world.

At the start of the 2020s, the sneaker space underwent a transitional period. ESPN's "The Last Dance" docu-series helped Jordan Brand dominate the after-market with retros linked to #23's six NBA titles. Modern signature silhouettes, however, took a hit due to the global COVID-19 pandemic and rising costs.

Nike Sportswear hinted at the future of the "signature sneaker" model when it released an Air Trainer 3 "Player Edition" for Saquon Barkley in November 2021. The then-New York Giant's co-sign was enough to move pairs upon release, and led many netizens to express their desire for similar releases for other athletes. The drop didn't require the Swoosh to invest time and money into an all-new design for Barkley, and helped energize inline retros of the classic cross-trainer from 1988. Barkley's PE wasn't followed up with any other product, but the case study proved successful.

As the world reopened, the biggest players in the sneaker space reevaluated their business models and signature athlete rosters, setting the stage for what's become apparent throughout the last year.

Sabrina Ionescu and Anthony Edwards are just two elite-level stars that've shown the value in signature lines for Nike and Adidas, respectively. And they haven't been alone.

Heritage brands and newcomers alike have enjoyed breakthrough success with the help of top athletes across numerous sports. As was the case in the past, the modern era relies on athletes leaving an impression so big in their respective sport that spectators of all ages and credences want to spend their hard-earned money on their footwear. There's no telling who the next Michael Jordan will be, but the future of signature sneakers is in good hands (feet?) – and that's worth applauding.

A'ja Wilson: Nike A'One

Better late than never. Nike Basketball unveiled A'ja Wilson's first signature model, the A'One, on Feb. 4. The sneaker showcases the Swoosh's commitment to women athletes, while delivering top-notch performance inspired by the WNBA star's game. The silhouette is set to debut in a vibrant 'Pink A'ura' style on Thursday, May 8, which will surely sell out.

Shai Gilgeous-Alexander: Converse SHAI 001

As one of the coolest players in the NBA, Shai Gilgeous-Alexander is deserving of his own signature sneaker. After rocking several Player Editions from the Converse Basketball roster, the Oklahoma City Thunder star is finally ready to continue dominating the League in his own design.

The Converse SHAI 001 debuted during All-Star Weekend 2025 in a 'Butter' colorway. Its unconventional design has already been celebrated by netizens, whom are eager to scoop up pairs once they arrive throughout fall.

(Cover art of this story is courtesy of artist Tyler Upchurch.)

Kyrie Irving: ANTA KAI 2

While far from his first signature model, the ANTA KAI 2 is only Kyrie Irving's second proposal with the growing Chinese sportswear company.

Many spectators wondered what Irving would do after his highly-successful Nike Kyrie line, which ended in 2022. The Dallas Maverick star took some time to find the right home for his signature series, and it's paid off. Irving has been able to not only sign his father, Drederick, as one of ANTA KAI's athletes, but also celebrate his Native American heritage through lifestyle designs like the Hélà.

Irving is unquestionably in the second-half of his professional basketball career, but his partnership with ANTA is positioned to carry out his legacy long-after he retires.

Angel Reese: Reebok Angel 1

Although its official name hasn't been revealed just yet, Angel Reese's debut signature model with Reebok will surely break the internet.

As one of the WNBA's most promising stars, Reese has carved out a lane for herself both on and off-the-court. She's become a highly-likable and relatable figure, which helped her lifestyle-focused Reebok collection move when it dropped in late August 2024.

Reebok also entrusted Reese to help it debut the Engine A, its first performance-basketball sneaker in over a decade. All eyes were on her feet when she wore the chrome-like pair on-court, suggesting the Reebok Angel 1 (if that ends up being its name) will be one of 2026's most hyped releases.

Coco Gauff: New Balance Coco CG2

Debuted last August, Coco Gauff's second New Balance silhouette has delivered reliable performance to tennis players of all levels. Being a dominant force in any sport at any age is impressive as is, but Gauff is just 20 years old. Let that sink in.

The New Balance team is likely working on the Coco CG3, demonstrating its belief in the young Atlanta-native's talent.

Anthony Edwards: Adidas AE 2

Adidas Basketball took over the world with its inaugural design for Anthony Edwards. Widely-considered the best sneaker of 2024, the Three Stripes has all eyes on it for the sequel – aptly named the Adidas AE 2.

Edwards is still cooking the competition in both Mid and Low versions of his AE 1, but he and his Three Stripes family are preparing to treat fans and naysayers a like with another signature sneaker before the year ends. Believe that.

Jude Bellingham: Adidas JB

It's difficult to not feel pressure when you play for La Liga's Real Madrid, but Jude Bellingham has stepped up to the occasion.

Over the last two years, the English footballer has become one of Adidas' faces, helping the brand launch the latest iteration of the Predator boot. His 'BelliGold' JB logo has appeared on a healthy mix of Adidas Originals footwear and apparel, as well as boots for the pitch. We suspect more Bellingham-branded products will release as the 21-year-old continues to prove himself for club and country — and between him and the Spanish sensation that is Lamine Yamal, the future of Adidas Football is in good hands.

Sabrina Ionescu: Nike Sabrina 2

The New York Liberty guard has served as one of the modern game's best examples of a signature athlete.

Now in her fifth year in the WNBA, Sabrina Ionescu has taken over the basketball footwear market with her Nike partnership. The Sabrina 2 continues to be a best-seller – both at retail and the secondary market – demonstrating what good performance, a cool personality, and compelling design can get companies that take the time to achieve all three. Ionescu will surely continue dominating the women's game, which will bring about the Sabrina 3 and beyond.

Shohei Ohtani: New Balance FuelCell Ohtani 1

The MLB's greatest dual-role player was bound to get his own signature model. While not exactly a sneaker, the New Balance FuelCell Ohtani 1 cleat plays a focal point in the larger collections by the brand and the Los Angeles Dodger.

Baseball footwear hasn't seen the same crossover appeal that Ken Griffey Jr.'s Nike-backed line saw, but Ohtani could dominate the market with another World Series win.

Caitlin Clark: Nike Caitlin 1

Caitlin Clark has played a huge role in the newfound found interest in the WNBA. Her time at the University of Iowa also drew some impressive, record-breaking crowds. As an exciting force in basketball, the 23-year-old is due for her own signature sneaker.

The Indiana Fever guard has rocked numerous styles from the Nike Kobe line, but Nike Basketball is currently working on her very own model. There's no telling what the final product will look like, but it's likely the Caitlin 1 (if that ends up being the name) will draw inspiration from the late Kobe Bryant's beloved roster of footwear.