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Sneakers are taking over convention center floors, making a statement while promoting comfort, confidence and brand recognition. Will sneakers become part of the new dress code for business events?
Anna Huddleston and Andrea Doyle
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Gone are the days when business attire was synonymous with polished dress shoes, stiletto heels, and tailored suits. Sneakers are taking over convention center floors, making a statement while enhancing comfort, confidence, and brand recognition, and changing how we view professionalism.
This change isn’t a passing trend, but reflects a broader cultural shift: as remote work and casual dress become the norm, the desire for comfort and individual expression has skyrocketed. Once restricted to casual wear, sneakers are now embraced in the meetings world, offering a stylish and comfortable alternative to traditional footwear.
From notable industry events like IMEX America 2022 to practical tips for incorporating this trend into your wardrobe, discover how sneakers are redefining business dress codes and becoming a key element of modern professionalism.
Sneakers that will make you stand out at business events
Here are some notable examples from industry events where companies chose custom sneakers to communicate a bold message:
A visit to Milwaukee is full of cheese
At the Visit Milwaukee booth, custom “cheese” sneakers told the brand’s story with a local flavor: Local sneaker artist Noel Alvarado transformed a Nike Air Force 1 with a hand-painted cheese design.
“We were looking for a unique and fun way to share who we are and tell the stories of the makers in our community,” said Joshua Albrecht, vice president of marketing and communications for the Milwaukee Convention and Visitors Bureau.
The team explored different elements of the city, sports teams, and breweries for the theme of the sneakers, ultimately choosing cheese as the whole concept worked great for the team and the business.
How are custom sneakers made? “It’s like painting a car, there’s a lot of prep work,” says Alvarado, a social media influencer who started painting sneakers in high school. He prefers working with white Air Force Ones or Jordans. After peeling away the factory-made layers, he hand-paints or airbrushes the designs with acrylic leather paint. The final touch is to seal them with a gloss or matte finish to protect the wearable work of art.
“We weren’t expecting the reaction we got from Convention Center Milwaukee, but it shows how cool custom sneakers are and how businesses see it as a way to stand out,” Alvarado said.
Visit Orlando’s bright orange shoe store
Sneakers Visit Orlando Located at the entrance to the IMEX America exhibit floor, our team members were wearing bright orange sneakers that matched the statement elements of the exhibit, making for a great conversation starter and photo opportunity.
“We were looking for a way to incorporate the fun of Orlando and stand out at the trade show while still maintaining a professional atmosphere,” said Cassandra Mattei, president and CEO of Visit Orlando. “We also often wear orange shoes when we go on study tours, sales missions and site visits. The bright orange color helps us grab attention so we can carry the Orlando brand with us wherever we go. It’s also a fun extension of our brand, ‘Unbelievably Real,’ which we just launched at IMEX.”
This approach highlights how the thoughtful integration of branded sneakers can contribute to a company’s overall marketing strategy.
Euromic embraces the world
Across the booth floor at Euromic, a global association of destination management companies, the Team Sneaker was already getting its second iteration. “Our first sneaker debuted five years ago and we’ve been continuing the tradition ever since,” said Euromic executive director Hugh Tackett.
The company’s sneakers come with color-coded laces depending on which continent its members live on, a thoughtful branding technique that not only builds awareness but also fosters connection within the company.
Allbirds at Hyatt
At Hyatt’s expansive booth, Allbirds, the understated tech favorite, took center stage. source:“As a woman-owned, earth-friendly business, we strive to provide choices that care for our employees so they can perform at their best,” said Trina Camacho London, the company’s vice president of sales. Hyatt Hotels Corporation.
Hyatt’s exhibit space was focused on optimal health, so it made sense for employees to wear comfortable shoes. Miraval The brand’s Recharge/Meditation Igloo and chef Thomas McKeon serving healthy snacks such as quinoa snap peas at its entrance.
Hyatt’s choice of Allbirds sneakers highlights the importance of aligning footwear choices with broader organizational themes. By choosing a sustainable, comfortable option, Hyatt has demonstrated its commitment to both employee health and environmental protection.
Personalization at the Venetian
Venetian They took the activation to the next level by giving away customized sneakers to a group of hosted buyers, including Nicola Kastner, former vice president and global head of events strategy at SAP, who founded his own company in January 2022. Event Strategist And now he owns a pair of sneakers with the company’s logo on the side.
In true Venetian style, Freestyle Love SupremeLin-Manuel Miranda’s improvisational hip-hop group captivated the crowd with a performance that was driven entirely by the audience’s imagination and ended with an impressive fireworks display.
The next evening Rendezvous At Drai’s Nightclub, many of the hosted buyers wore their new personalized sneakers and received many compliments.
Kasner agrees that the pandemic has exacerbated this trend: “Our colleagues and peers now see us in our living rooms and bedrooms. The mask of perfectly polished professionals has disappeared,” she said.
The benefits of wearing sneakers at business meetings and exhibitions
Here’s why sneakers are now replacing stiletto heels at major business events.
Comfort and Productivity
Sneakers are designed with cushioning and support that is often lacking in traditional dress shoes. This comfort reduces foot pain and fatigue, helping employees stay focused and productive throughout the workday.
In today’s workplace, where long working hours are the norm, comfort is key, and sneakers fit in with the wellness trend in the workplace, supporting both physical health and job performance.
Brand Identity and Marketing
Custom sneakers are a powerful branding tool: incorporating your company’s colors, logo or unique design onto your sneakers creates a memorable marketing moment.
For example, Visit Milwaukee’s “cheap” sneakers and Visit Orlando’s bright orange sneakers not only grab attention but also reinforce their brand identity.
Branded sneakers foster team spirit and strengthen the connection between employees and the company image.
Employee confidence and morale
Sneakers are a stylish, yet comfortable option that allows employees to express their personal style while still maintaining a professional appearance. Increased self-confidence leads to more positive interactions and increased job satisfaction.
The move towards sneakers reflects a broader cultural trend that values authenticity and personal expression, making the workplace more inclusive and inviting.
FAQ – Do sneakers fit into business dress codes?
Here are some common concerns when pairing sneakers with business attire.
Is it okay to wear sneakers at work?
Yes, sneakers are becoming more acceptable in the workplace. As dress codes evolve, well-maintained sneakers can be worn with business casual or smart casual attire. For a more formal look that will go with business casual or semi-formal attire, choose clean, simple sneakers in neutral colors.
Is it okay to wear sneakers to semi-formal occasions?
Sneakers can also be worn for semi-formal events if you choose them wisely. Look for sleek, minimalist designs that complement your outfit. For example, white sneakers paired with a blazer and tailored trousers is a sophisticated yet relaxed look that is perfect for a semi-formal event.
Is it okay to wear dress sneakers with business casual?
Absolutely. Dress sneakers are designed to bridge the gap between casual and formal, making them ideal for a business casual environment. Pair them with tailored trousers or chinos, a button-down shirt and a blazer for a sophisticated yet comfortable look.
Incorporating designer sneakers into your business attire
This newfound love for sneakers seems to be building a solid bridge between brands and the individuals they’re trying to attract. The rules are changing, and our feet are thankful.
Sneakers for you business suit It enhances the work environment, aligns with modern values, and supports both individual and organizational goals.
Ready to elevate your work attire with the perfect sneakers? Check out our picks for shoes for events to find the perfect blend of style, comfort, and personalization for your professional needs.
Last updated: August 8, 2024 Author: Kanchi Jain
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