His initial brainstorm concept wasn’t well received at Nike, so he developed the idea in his free time. Raasch began creating the Roshe in 2010, with a focus on value. Of course, receiving a special “Team Roshe PE,” officially dubbed the “Heart & Sole,” limited to just over 10 pairs, was a nice bonus. Along with Staley, he was invited to Nike headquarters in Oregon to share his thoughts on the direction of the model. For his part, Go pursued all things Roshe in the years following the shoe’s release. None sold better, though, than the “Yeezy” colorway of black and volt pink. Staley says he was selling 300 to 500 pairs of almost every color he could get his hands on, thanks to the sneaker’s Instagram following. Fans also enjoyed what Go calls the “throwback mentality of the chase,” which meant scouring the globe to find new colorways as Nike bypassed traditional launch campaigns for the shoe. “Its simplicity, low price point, and comfort were pretty unique at the time, and how versatile they were from a wearability standpoint drew me in,” Go says. Sean Go, leader of the TeamRoshe Instagram account-one that Staley credits with really giving the sneaker a community of followers-says the Roshe caught his eye immediately. “The success,” Staley says, “was because the group of stores selling them were the stores you want to buy from.” Then came an organic social media push, still a relatively new phenomenon at the time. Many swore by their Roshes, partly because the shops and websites they trusted told them they were cool. The shoe was able to stay a cornerstone of sneakers until 2014, simply because it was cheap, easy to purchase, even easier to wear, and co-signed by the right people. The shoe came out with no marketing campaign, no flashy unboxing events from celebrities, and in a day and age-yes, we’re calling 2012 a day and age-when the boutiques and just a few influencers held the most sway. The Roshe had a run all its own, taking over lifestyle sneaker design in a way generally reserved for the latest Jordan release. None of us knew what it would end up being.” It was something new, and we felt at the time that a lower-priced model may be a solid buy, and the shape felt right. “But I feel like I remember the first thing noticeable was the price. “It’s been a while,” says Joe Staley, owner of Kentucky sneaker boutique Oneness, thinking back to those days. But then came the real kicker: The Roshe Run’s ticket price read just $70. Inspired by Zen ideology-the original “Iguana” colorway took cues from moss found in Buddhist temple gardens-the intensely simple design offered a fresh aesthetic in the burgeoning world of lifestyle sneakers. But this wasn’t always the case for the Roshe: It led the minimalist movement in the footwear industry and was a stepping stone for a lot of people who today fancy themselves “sneakerheads.”ĭesigned by Dylan Raasch more as a personal project than a company-driven initiative, the original Nike Roshe Run released in 2012 with a one-piece outsole, a two-piece upper with minimal lacing, and a streamlined look. It’s become the footwear signifier for the uncool, the uninitiated into the world of sneaker hype, a stain found during deep dives into the Instagram accounts of those who wouldn’t want you to know they’ve owned a pair. The Nike Roshe Run has a bad reputation in 2019.
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