The sneaker deal is as old as, well, the sneaker. Chuck Taylor, after all, was a basketball player. But millionaire-athletes aren’t the only ones cashing in these days, and the results can be pretty amusing when musicians get mixed up in the branding act. Especially when its rockers who’ve spent decades professing edgy politics. So here it is, welcome to the post-indie moment. Cashing in on creative credibility has never been easier or more lucrative.
When: 2005
What: Nike appropriates iconic Minor Threat cover art to promote its line of NikeSB sneakers.
Why? Because the kids love Minor Threat’s anti-corporate ethos! Nothing screams “look how cool our child abusing corporation is” like a referential advertising campaign. Plus, Ian Mackaye looks way better in Dunks than he does in combat boots.
Result: Nike abandons the campaign after Dischord Records threatens to sue.
What: Nike Blazer SB Elite Sub Pop QS
Why? SubPop records has a better track record for signing groundbreaking artists than any other indie.
Result: SubPop is cagey about the cash grab. The sneakers aren’t that cool. Oh well.
When: Since at least 2005
What: Misfits sneakers
Why? Because the Misfits has been about profit since Danzig quit anyway. Murder, sex crime, and morbid satanic imagery are more appetizing on your feet than on your mind.
Result: I got something to say: Hot Topic!
When: 2008
What: Vans Sk8 Hi Bad Brains sneakers
Why? Since renouncing militant homophobia and successfully reuniting to make pretty good music, Bad Brains are HOT!
Result: Bad Brains are hardcore legends, but their career is confusing so it doesn’t seem out of character. I say thumbs up. Vans now has a whole line of punk/ metal sneakers you can dish on.
When: 2009
What: No Age special edition Emerica sneakers made from sustainable materials.
Why? If everyone else is doing it, we can do it in a socially conscious, indie-friendly way. Might as well be No Age’s mantra.
Result: Cool.
When: 2009
What: Adidas x Revelation Records Sneaker
Why? Legendary hardcore label commemorates 150 releases, 22 years.
Result: Sneaker fanatics freak out because the kicks look really cool. Indie credibility goes unchallenged.