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It's not about just sneakers anymore; it's about style, which is why the glossy fashion magazine W featured Christian Dior clothes with Vans sneakers in its February issue. It's also why high-end labels such as Gucci and DKNY intend to win over fans by peddling shoes that look perfect for the amateur athlete and are priced for the full-time debutante. Prada, for example, has a line of sneakers, made of canvas with tread soles and laces, that still sport the Prada logo. So who cares if they offer little boost on the basketball court?
This spring Nike will roll out Visi Mazy, a sling-back in woven fabric, available in "lime chill" and "midnight navy." It will compete against a line that Skechers is developing in denim and a sneaker from Puma created by the Japanese designer Yasuhiro Mihara. As Tony Bartone, Puma's director of brand management, promises, "These will not be found at Athlete's Foot." Which is exactly why the women's market could prove to be supremely profitable.
--With reporting by Jeanne McDowell/Los Angeles