The World Cup fever goes beyond wearing the jersey of the National Team and watching the team passionately play, the industry behind this is giant, with Adidas being one of the big winners.

The German multinational, is having a great year, not only has a sales growth of 21% in the United States, while its competitors barely maintain the levels of previous years, but once again was one of the main sponsors of the world. Although the shoes are the choice of each player, the uniforms are awarded at the country level and this year the Adidas logo is the most ported in the World Cup.

While the brand is recognized for its excellent work when it comes to designing and creating the uniforms of different selections for the World Cup, it is also a leader in the trend that is viral today: sports shoes or sneakers.

Sneakers have taken a leading role in fashion, have gone from being a purely sporting and functional product to an indispensable product even in the closet of the most fashionista. Testimony to this is the chef Massimo Bottura receiving the award for the best restaurant in the world 2018 wearing a tuxedo with tennis Gucci, and Serena Williams who used a pair under her Valentino dress for the royal wedding party of Prince Harry and Meghan Markle.

These new shoes have become an important category in fashion, all luxury brands have included options in their portfolio whose prices range from US $ 400 to US $ 1,500, or US $ 15,000 for limited series. For its part, the sports brands have not been neglected and have launched initiatives and more fashionistas lines, such as the footwear of recycled wool Adidas or the alliance with the brand Off-White of Nike

While the consumption of luxury personal items did not grow during 2017, sales of sneakers grew 10% worldwide and already represent almost 20% of the luxury footwear segment. And the interesting thing is that it is not an isolated trend, the casual categories of footwear, denim, jackets of feathers and consolidated backpacks constitute a segment that already adds more than US $ 12.8 billion worldwide.

This is the reflection of fundamental changes that are taking place in society, where the canons of beauty have been changing throughout this century. We are finally emerging from the formality imposed since the nineteenth century with a tie for men and uncomfortable shoes for women.

It is a fundamental change prompted in large part by cases of successful entrepreneurs in jeans and tennis like Steve Jobs or Mark Zuckerberg. The paradigm that to succeed you need to wear a suit and tie has been broken, and the sneakers are the standard of this revolution.

I celebrate the triumph of merit over conventions. I think it's important to pretend what you really are, not just try to fit into a mold. I agree that there should be protocols within the framework of respect for clients and colleagues, but not straitjackets that uniform us.

As I tell my image curators' 'It's better to be genuine, than to settle down'.

The appearance is finally our package before the world and we must therefore show ourselves authentic to be valued and appreciated for our strengths. I celebrate then the use of sneakers on formal occasions. If Massimo Bottura although dressed in tuxedo and tennis is still the best chef in the world, then why not all?