The Future is FOAM || Behind The HYPE: EVA

EVA foam has been injected into sportswear products for the past century.

It dates back to the days when Bill Bowerman engineered the first Nike Waffle sneaker in 1974 and has been utilized in other items such as fishing rods, boxing gloves and ski boots.

Until recently, the tech material was solely viewed as a means of support as opposed to the primary aesthetic component.

EVA has become way more omnipresent as various brands like Balenciaga and YEEZY have revolutionized the industry with new culture-shifting products.

The luxury fashion house joined forces with Crocs to create a divisive platform and Kanye West, Steven Smith and adidas shook things up when they introduced the sought-after YEEZY FOAM RNNR in 2020.

In addition, Crocs has tripled down on its initiatives by aligning with various high-profile celebrities and streetwear brands and designers for special projects.

Team-ups with the likes of Justin Bieber, Post Malone and Bad Bunny as well as Salehe Bembury, BEAMS, Palace and others have resulted in an overwhelming demand for the imprint’s products.