Future now: Virtual sneakers to cutting-edge kicks

Elizabeth Semmelhack's book delves into innovation, sustainability, and technological strides in the shoe industry.A lot of information can be found on the challenges and beauties of new innovative ideas, for example the way Charles Goodyear overcame the instability of rubber (found on page 13). The interplay of innovation and sustainability is intriguing, with insights on repurposing materials like recycled gill nets to combat waste. Page 19 underscores that innovation extends beyond materials to encompass marketing strategies. The partnership between B.F. Goodrich and badminton player Jack Purcell paves the way for future collaborations.

A very interesting focus was placed on how unfortunate circumstances drive new product development. The sentence on page 23 "desire to find peacetime uses for wartime innovations" struck me, illustrating how the need for durable trench boots during wartime created the Wellington. Semmelhack also spotlights creations like the Nike Electro Adaptive Reactive Lacing shoes, designed to assist those with mobility challenges.

This book is a great source of inspiration, particularly through the numerous interviews Semmelhack carried out. Allyson Felix's interview on page 156 sheds light on how Saysh emerged from the gender inequities she faced during pregnancy. Another compelling topic is the convergence of physical and virtual realms, with innovators pushing boundaries. Converse and Gucci, for instance, are embracing virtual try-ons. Page 228 delves into how Cryptokickers enables custom NFT sneaker creation on the Solana Blockchain using the sole selector tool.

Semmelhack, E. (2022) Future now: Virtual sneakers to cutting-edge kicks. New York, NY: Rizzoli International Publications.