Huarache folklore exists. There has probably never been a more storied/ fabled history around a Nike running silhouette as this neoprene, synthetics and Phylon concoction. Now around for another cycle of stock and new colours for the die-hard, cult following, it seems like an appropriate time to share that this heavily hyped and popular sneaker was once upon a time, just being sold from the boot of a car...
The story goes that Hatfield had opposition in the Nike Marketing dept. and he sought to overcome it. To spruik the tangible benefits of the shoe, they needed to prove that it was a viable running silhouette - that runners would want to run in it- that its performance would outshine its difficulty to market as a radical departure from traditional footwear lines and execution. Unfortunately poor sales in the beginning saw the model cancelled. Enter, a 'maverick marketing man' who had other ideas. He produced 5000 pairs of the sin-binned sneaker, threw them in the boot of his car and went to the New York City Marathon. They sold out in 2 days and a 250,000 order followed while the rest, as they say, is history. An empty car boot and numerous marathoners with a Swooshless sneaker stuck to their foot had just run off into Nike history
The latest season of Huaraches for Men and Women are now available online and in-store.