Sole Power: The Stories Behind Sneaker Nicknames
Sneakers will soon be a $100 billion industry, with enthusiasts and collectors fighting for exclusive “drops,” speculating on specific future releases, and assigning cult-like reverence for assemblages of leather, rubber, and synthetics. As “the culture” has evolved, “sneakerheads” have developed and coalesced around unique nicknames for various shoe models, colorways, and collaborations. These nicknames can be a reflection of the shoe’s design, history, or cultural significance. Some pairs are even released with a pre-established nickname. Today, we’ll explore how sneakers are named or nicknamed by delving into some iconic examples from different brands and time periods.
Shoe Name: Nike Air Jordan I
Colorway: Black, Fire Red, White
Nicknames: “Bred” “Banned”
One of the most impactful sneaker models in history is the Nike Air Jordan I — it’s the shoe that started Michael Jordan’s legacy as a shoe brand legend. This model is a perfect example of a colorway (the series of colors and how they’re implemented on a given shoe) that received much attention when it was released and now enjoys several distinctive nicknames. The shoe was worn by Jordan during his rookie season in the NBA, a time when all NBA players were required to wear shoes that were predominantly white. However, these shoes were mostly black and red, with just a white midsole — colors that mirrored the Chicago Bulls uniforms. So Jordan wore them and the league banned them, imposing fines for every game he wore them in. Unfazed, Jordan paid the fines week after week and continued to wear the shoes whose popularity also grew week after week. In honor of the colors, the shoes developed the nickname Bred, a concatenation of “black and red.” For obvious reasons, the shoes also became known as the Banned Jordan I’s. This basketball shoe became a symbol of youthful defiance and an expression of personal authenticity. As far as nicknames go, Bred feels intentionally “inside baseball,” but could indicate the extensive family of shoes that were “bred” by this first colorway. Typically when you ban something and implicitly increase scarcity, that item will become more desirable (and expensive) so even though there are many alternante, OG, retro, and reverse remakes of the Banned Jordans demand will remain high for this “contraband.”
Shoe Name: Ronnie Fieg x ASICS GEL Lyte III
Colorway: Navy, Blue, Salmon
Nickname: “Salmon Toes”
In 2011, sneaker designer and Kith NYC footwear boutique founder Ronnie Fieg collaborated with ASICS on the GEL Lyte III resulting in a shoe popularly known as the “Salmon Toes.” The nickname highlights the distinct, salmon pink toe box contrasted with its predominantly navy blue “upper.” The shoe’s eye-catching design was so popular that it garnered attention well beyond the sneaker enthusiast world. The Salmon Toes are an example of a simple, but unique color combination precipitating a descriptive, but playful nickname. Are you stepping on sashimi? Dipping your feet into a salmon run? Either way, the name alludes to the design a sneakerhead is pursuing and puts a lighthearted image in your mind.
Shoe Name: Nike LeBron 8
Colorway: Retro Pink Flash, Filament Green, Black
Nickname: “South Beaches”
LeBron James inspired the “South Beach” nickname for his eighth branded shoe, when he famously declared his decision to play for the Miami Heat by saying, “I’m going to take my talents to South Beach.” The shoe’s cocaine-dusted ’80s night club vibe definitely evokes a stylized image of Biscayne Bay’s vibrant and tropical atmosphere. The South Beaches clearly convey an iconic and heavily-narrativized, neo noir era for Miami — in short, the name fits the neon highlights that would stand out in most sneaker collections or night clubs.
Shoe Name: Nike Air Force 1 High Bobbito “Beef ‘n Broccoli”
Colorway: Army Olive, Baroque Brown, Soft Grey
Nickname: “‘Beef ‘n Broccoli” “Beef ‘n Broc”
A man who doesn’t shy away from a nickname himself, Robert “Bobbito” Garcia a.k.a DJ Cucumber Slice a.k.a. Kool Bob Love a.k.a. Bobbito the Barber a.k.a. DJ Bobby DoorKnob, is a DJ, author, and sneaker designer who hosted the sneaker show “It’s the Shoes” and featured in the sneaker documentary “Just for Kicks” (great name). Inspired by the Timberland Field Boot and its colorway that are ubiquitous on New York’s wintry streets, the “Beef ‘n Broccoli” nickname is a direct connection to the Field Boot’s brown and olive green colorway. In fact, the Timberland colorway was already playfully known as “beef ‘n broc” amongst the regionally initiated. Bobbito’s Air Force 1 captures the essence of the Timberland design and makes a connection to New York City’s fall fashion scene. It feels clever and ernest to deliberately reference an existing nickname for a shoe that is a singular point of inspiration, in turn paying homage to a parallel NYC footwear icon.
Shoe Name: HUF x Nike Air Trainer 1 SB “Gold Diggers”
Colorway: Baroque Brown, Paprika
Nickname: “Gold Diggers”
In spite of any fair assumption, the HUF x Nike Air Trainer 1 SB “Gold Diggers” were actually a love letter to San Francisco and not a collaboration with Kanye West — the shoe was released seven months before West’s octuple platinum single of the same name. Instead, the shoe takes its name from the historic San Francisco Gold Rush, which transformed the city into a bustling boomtown in the mid-1800s. The shoe has an earthy colorway, with rich brown leather, and a pickaxe and shovel logo featuring the city’s initials on the heel. HUF Worldwide is the skateboarding lifestyle brand from professional skater Keith Hufnagel, who indeed turned pro upon moving to San Francisco. The name works as a nice metaphor for anyone who works hard and gets their hands dirty to make a living. The colorway also evokes the idea of mixing California soil, with some blood (and sweat), and ultimately unearthing a pair of gold nuggets.
Shoe Name: Nike SB Dunk Low
Colorway: Khaki, Baroque Brown, Safari
Nickname: “Jedi Dunks” “Jedis”
Nike’s “Jedi Dunks” pay homage to the iconic Boba Fett character from the Star Wars Film “Return of the Jedi.” The shoe’s colorway is reminiscent of the armor worn by the bounty hunter, featuring a green (“Safari”), khaki, and brown ensemble. While there was no official collaboration with Lucasfilm on the shoes, the inspiration is clear. The shoes also seem to conjure the varied biomes of the film, making a broad connection that fans of Nike skateboarding shoes and Star Wars could connect with. These shoes were released nearly 20 years ago, when such cross-pop cultural collaborations were a little more rare making the community-driven name feel all the more potent.
Shoe Name: Nike SB Dunk Low Diamond Supply Co.
Colorway: Aqua, Chrome
Nickname: “Tiffany Dunks”
Nike SB Dunks were becoming very popular in the mid-aughts, with skateboarders and sneaker collectors alike forming a burgeoning market. The Nike SB Dunk Low Diamond Supply Co. was a collaboration between Nike and Diamond Supply Co., a skateboard hardware company that originally started in San Francisco and grew into a highly-regarded skateboard and street fashion brand. Nike asked founder Nicholas Tershay (aka Nick Diamond) to design a signature shoe, which ultimately became one of the most sought-after and acclaimed versions of the SB Dunk. The Tiffany Dunks “borrowed” the iconic (and trademarked) colors from the Tiffany & Co. jewelry design house, creating a luxurious colorway with a bright “aqua” blue and metallic chrome. The “diamond” and haute couture reference to Tiffany’s made the nickname an obvious decision. The street culture “remix aesthetic” of these shoes cuts very close to the original source so it only makes sense that the community’s nickname would be right on target.
Shoe Name: Nike Air Jordan V “Grape”
Colorway: Grape, Ice, New Emerald, Black
Nickname: “Grapes”
The “Grapes” nickname is associated with the Nike Air Jordan V — this particular colorway was one of the first to be implemented with the shoe back in 1990. The grape (dark purple), ice (clear), new emerald (turquoise), and black color scheme became popular after the shoes were featured on “The Fresh Prince of Bel-Air.” Notably, at the time the “Grape” Jordans further enhanced the trend of describing sneakers with a single word that summed up their design. With such a bold, regal, and singular color dominating the shoe’s silhouette, it makes sense that the nickname would be similarly clear and direct.
Shoe Name: Nike Air Force One
Colorway: White (primarily and iconically)
Nickname: “Uptowns”
Finally, Nike Air Force Ones — one of the most popular and successful shoe models ever — are popularly referred to as “Uptowns.” This nickname originates from the neighborhoods of uptown New York City (particularly Harlem), where Air Force Ones became a cultural staple and earned the affectionate nickname. The name reflects a deep-rooted connection between the sneaker and the city’s important and impactful street culture. This nickname, while less related to its most popular all-white colorway, also expresses a particular sense of style that is popular in that part of Manhattan — as opposed to the popularity of Timberland boots, and other brands and styles throughout the other boroughs.
Nicknames play a crucial role in the world of sneaker culture. They capture the essence, history, and cultural significance of each shoe, creating a unique and memorable connection between the sneaker and its enthusiasts. Whether it’s a nod to a famous athlete (and years of their success), a historical event, or a neighborhood, these nicknames add depth and character to the sneakers — while creating engaging cultural shorthand — and make them more than just footwear, but symbols of personal expression, social affinity, and cultural identity.
Thanks to Peter Krouse, Ben Weis, and Patrick Keenan.
