5 Sneaker Storylines That Will Define 2024

The five most important stories that will change the footwear industry in 2024.

Pat Benson | Dec 30, 2023

5 Sneaker Storylines That Will Define 2024 /

Don't look now, but we are barreling toward the halfway point of the decade. Usually, the odd-numbered years are more relaxed, whereas the even-numbered years are where the heavy lifting gets done in society. The same holds true for major changes coming to the performance footwear industry.

Our regular readers know that much has changed throughout 2023, but 2024 will be the year that further reshapes the sneakers world. Below is the FanNatin Kicks list of the five most important storylines that will define sneakers in 2024.

5 Sneaker Stories to Watch in 2024

These five stories will reshape the sneaker industry in 2024.

2024 Summer Olympics

Kevin Durant reacts after winning the gold medal game during the Tokyo 2020 Olympic Summer Games. — Kyle Terada-USA TODAY Sports

Last Summer Olympics lacked much of the pomp and circumstance that defines the quadrennial event. Very few spectators were allowed into the events, which were not even held in 2020. It is safe to say that the Summer Games will come roaring back in 2024.

Athletes and sports apparel brands compete for the gold during the Olympics, and this year will be more important than ever for NBA players. Paris will be the last chance for players like Stephen Curry, James Harden, and familiar faces like LeBron James to represent the United States.

Kobe Bryant

The saga surrounding the signature sneaker line of Kobe Bryant has been long and onerous. However, Nike relaunched the "Kobe Brand" in 2023, selected "Mamba Programs" in the NCAA, and rolled out a new "That's Mamba" marketing campaign.

Unfortunately, a serious lack of supply has been unable to keep up with the demand of loyal fans who are starved for sneakers. Will 2024 be the year that the average fan can buy Nike Kobe sneakers? We think so.

Shohei Ohtani

Sure, Shohei Ohtani signed a historic 10-year, $700 million contract with the Los Angeles Dodgers earlier this month. But in January, Ohtani signed a footwear and apparel deal with New Balance. Ohtani represented New Balance in the World Baseball Classic, his MVP season, and global ad campaigns.

Although neither party has announced anything, it feels like a safe bet that a signature footwear line could be in the works for Ohtani. New York Mets shortstop Francisco Lindor has a signature line with the brand, so Ohtani will most likely be next up to bat in 2024.

Victor Wembanyama

One of the biggest stories in basketball this year was the pursuit of Victor Wembanyama. The ping pong balls bounced the way of the San Antonio Spurs, who selected the generational talent with the first pick of the 2023 NBA Draft.

However, Nike had already locked up Wembanyama a few years earlier. Wembanyama has yet to receive a signature sneaker with the Swoosh, but there is little doubt that he is a shoo-in for the next great hoop shoe.

Tiger Woods

Tiger Woods did not offer a ringing endorsement of Nike when asked about his future with the brand earlier this month at the PNC Championship. The sports icon continues to wear FootJoy golf shoes with Nike apparel on the courses.

Nike has sponsored Woods since 1996, even naming a building after him on its Beaverton campus. However, there is speculation that Woods' contract with Nike ends in 2024, making him the biggest footwear free agent since Kobe Bryant in 2002.

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Published Dec 30, 2023

PAT BENSON

Pat Benson covers the sneaker industry for Kicks On Sports Illustrated. Previously, he has reported on the NBA, authored "Kobe Bryant's Sneaker History (1996-2020)," and interviewed some of the biggest names in the sports world. You can email him at 1989patbenson@gmail.com.