Fire Footwear: Sneakers Talk (with Matt Frates)

Jordan Design Studio is the latest announcement by the brand. Focusing on eight cities around the world, and putting names like Chris Gibbs in association with this, Nike hopes to find the next great idea. On the surface it feels like a true means of connection. Is it? --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers Subscri...

In what feels like a thriving era for sneakers, Nike seems a bit out touch. Sure, they lead in terms of sales and money on a global level, but where are they on the streets? Where are they with the culture? Matt discusses. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers Subscribe to Matt Frates on YouTube: https://www.youtu...

We are halfway through 2026, and sneakers are thriving. Yes you can make the argument that retros are down, resale is gone, and others. In the end, sneakers is thriving and growing for the future because of one element. People like us. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers Subscribe to Matt Frates on YouTube: http...

Seth Fowler recently got some flak on X for selling a bunch of his collection. It led Matt to think about creators in the sneaker space who may be culture vultures, and the ones who, despite any financial gain, stick around for love of the game; sneakers and content. Respect to all on the content grind. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtub...

Throughout sneakers, there are debates we all have that never get resolved. After looking back at his own sneaker journey, Matt talks through three of these debates, and why they will never be resolved. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers Subscribe to Matt Frates on YouTube: https://www.youtube.com/@mattfrates -...

After seeing some creators talking through what makes someone a true sneakerhead, Matt takes a trip down memory lane thinking through ways he has changed as a sneaker lover. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers Subscribe to Matt Frates on YouTube: https://www.youtube.com/@mattfrates --- Follow Matt Frates on Inst...

Nike made headlines with the firing of 90% of the staff working on the SNKRS app. This begs the question of what is next for the platform? Matt chimes in about the intention of SNKRS versus the execution over the years. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers Subscribe to Matt Frates on YouTube: https://www.youtube....

The Eastbay catalog, for those of a certain age, was one of the most iconic pieces of media in sneaker history. Between its colorful images, consistent presence, and selection, it captured the hearts and minds of youths everywhere. The founders of Eastbay, Art Juedes and Rick Gering, penned a memoir of Eastbay entitled "The Book of Eastbay". They joined Matt to talk about the book, share some stor...

Jae Tips emerged on the scene with his loud and proud work with Saucony. Unmistakeble in their appearance, they took the culture by storm. Recently Jae Tips announced an upcoming partnership with the Swoosh. In a world where people are gifted platforms and opportunities, seeing a creator that did more with less be rewarded, feels like an uplifting of the culture for us all. --- New episodes releas...

A comment on a YouTube video made Matt think about changing perspectives and tastes. As we get older, should our tastes change in our likes and dislikes? Should we embrace new elements of the culture to gain wisdom and have new experiences? Matt talks though this in both sneakers and life. Big thanks to HomeGrownKicks on YouTube and Instagram for the inspiration. --- New episodes released weekly....

After receiving his pair of the Neon Air Max 95, Matt realized he underestimated the shoe. In looking through its history and origins, Matt came to see how influential and meaningful the shoe was in the growing history of Nike as a brand. The Air Max 95 not only cemented the Air Max as a staple, but may also have helped bridge the gap between Nike and cool. --- New episodes released weekly. --- Su...

March is Air Max month for Nike. They spend time celebrating some of the best shoes in the lineage. While Matt has visited the history of the Air Max before, this time he looks at the most innovative offerings over the years. One thing is certain, the Nike Air Max has become a staple of style of innovation for Nike. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https...

Sneaker culture can sometimes be made to be only about mass consumerism of sneakers. In reality, it is so much more. What makes the culture so special are the people and stories/experiences they bring. It's our unique perspectives that connect us and is the through line. Matt talks about it. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firef...

After a month long hiatus, Matt comes back to discuss the fizzling of Jerry Lorenzo's partnership with Adidas, and the hype and shock drop that was the Costco Nike SB Dunk. Both are icons in their own way. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers Subscribe to Matt Frates on YouTube: https://www.youtube.com/@mattfrate...

The year in sneakers that was 2025 was outstanding. Now that 2026 is here, what are the expectations? Will it be a letdown by default? Is it even fair to compare. Matt takes a look at the scene and provides some opinions and observations. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers Subscribe to Matt Frates on YouTube: h...

The end of 2025 is here, and while it was a great one for sneakers and the community, it was not the greatest year for Matt personally. Matt dives in a little to the uncertainty of the early part of his year, and how that was reframed to a new direction for 2026, and beyond. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers S...

Sneaker of the Year is always talked about this time of year. Really, it should just be what sneakers are your favorite, because what you like is all that matters. Matt gives his favorites of 2025. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers Subscribe to Matt Frates on YouTube: https://www.youtube.com/@mattfrates --- Fo...

Jeff Staple is a renowned figure in sneaker lore. His work speaks for itself. Recently he stirred up quite a controversy by making a pair of pigeon SB Dunks available for one lucky sneaker lover. Except this pair was fake. Matt chimes in. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers Subscribe to Matt Frates on YouTube: h...

As the sneaker year ends, not only do we debate whether 2025 is a great sneaker year, but Nike announces the new SNKRS Code program. Matt talks about who this program is for, and whether companies are trying to get sneaker culture outside, because boredom has set in with sneakers. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsnea...

Big news broke that Steph Curry and Under Armor had ended their long-standing partnership. Speculation is running wild as to where Steph will end up. There is a brand out there that excites Matt more than others. Wherever he ends up, his legacy will be defined by long into retirement. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwear...

Matt uses the Bull Airs "The Scarecrow" shoe, and the processing of video making with it, as a means of inspiration recently. Even in the darkest of times, the smallest of things can light that fire of inspiration. Go out and get it. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers Subscribe to Matt Frates on YouTube: https:...

Every year the Doernbecher Freestyle Series is unveiled as a vessel to raise money for a children's hospital. As sneakers have grown over the the years, so has the negative criticism of the shoes within the series. Matt talks about showing a bit more grace with these. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers Subscrib...

Most designers chase Nike. Salehe Bembury went a different direction — and it worked. This episode breaks down how Bembury built one of the most respected creative portfolios in sneakers across New Balance, Versace, Crocs, and beyond, including signature silhouettes that stand on their own. A conversation about betting on yourself and redefining what sneaker success actually looks like. --- New ep...

After a three week break from sneaker content, Matt is back to catch up on the topics that were over the last month or. From his opinions on the Cool Kicks scandal, to Tom Sachs and the concept of a sneaker participation award, it was good to be back with you all again. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers Subscr...

Creative ruts happen for all creators. At times we get burned out and need new inspiration. As Matt was struggling in what to talk about in coming back to Fire Footwear, inspiration came in a small form: his son. --- New episodes released weekly. --- Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers Subscribe to Matt Frates on YouTube: https://www.youtube.com/@ma...