In today’s highly mature sneaker industry, where a formula can yield hundreds of models, the cost of shoe production has dropped significantly. With funding and a design blueprint, it seems anyone can create a pair of shoes. The idea of an individual producing shoes would have been nearly unthinkable a decade ago. SPO is arguably one of the individual brands that cannot be ignored in the current market.
From online debates on sneakers to the serious injury to Victor Oladipo while wearing them, the SPO brand has been at the center of controversy since its inception. Accusations of exploiting the memory of Kobe Bryant and other criticisms are rampant. Focusing solely on the footwear, SPO has released its fifth model, one of which is the Ranger. When you hear ‘Ranger,’ the first thing that comes to mind is the childhood live-action series ‘Mighty Morphin Power Rangers.’
‘Go Go Power Rangers!’ This catchy BGM likely echoed through your childhood and still holds a certain charm. The shoe itself has a charismatic presence. Its wide silhouette is reminiscent of a ship. While other brands are creating sleek, speed-oriented sneakers, SPO has produced a product that is almost the antithesis. The large areas of suede on the upper are a rarity in basketball shoes today. The most distinctive feature of this shoe is its broad midsole on the side profile. Agility might not be its strong suit, but it certainly offers unparalleled protection against ankle injuries.
Returning to the beginning, there was a time when my social media feeds were filled with criticism of this shoe, with accusations of plagiarism and player injuries. On the other hand, it was during this period that SPO’s visibility increased. As someone who has been following the brand, I feel I have the right to comment. When you wear SPO shoes to a place with a strong basketball culture, those who recognize the brand will whisper to each other, calling you ‘a sucker,’ ‘wealthy,’ or ‘crazy.’ Although ‘haters are also fans,’ I can sense that SPO, with its unique marketing approach, has maintained its popularity and gained a significant following.
As the discussions about plagiarism and Oladipo’s injury have faded, the brand has released its fifth shoe, and SPO has gradually found its own path. Without the need for decision-making at various levels that traditional brands require, SPO seems to showcase the impact of design and features on a sneaker more prominently. The unique design of the Ranger’s side wall, which might have been highly likely to be rejected by traditional brands, could be the breakthrough opportunity for an individual brand. It turns out that when I got my hands on this shoe, its charm and uniqueness truly impressed me.
When aesthetics and design have become rigid and habitual among major brands, it’s time for a brand to break the status quo. Of course, this requires immense courage. Will SPO be that representative?
From XCin Sneaker Consultant
