In recent years we have seen the resurgence of several heritage footwear brands as they enter the market to sit alongside the power houses. The market is undeniable dominated by 2 or 3 big companies. But not all buyers are after the same footwear worn by everyone else, mundane collaborations or making purchases to keep up with those on social media. There are those that grew up appreciating shoes for their quantity and performance, regardless of what the current trend was. Or there are those that have seen original models from the past and would desperately like to own a pair. That’s where the re-birth of Etonic will please plenty of consumers.

With a continuing popularity in running shoes, Etonic are the latest cult favourite to make a come back. The company has an archive full of running & basketball shoes and it’s some of these which they will re-launch with.

In their comeback they’ve re-connected with Hakeem Olajuwon, to re-issue is ‘Akeem The Dream’ signature Basketball shoe. First produced in 1984 for his rookie season, it went on to be a classic on and off the court long before others entered the field. Available in a selection of colourways they’re a true throwback classic that’ll be sure to turn heads.

One of their most anticipated shoes will be the return of the Trans AM. The all-purpose runner sports a sleek silhouette, with a tapered front toe section; something which several of the bigger brands continue to get drastically wrong. Originally released in the 1980’s it’s the quintessential athletic trainer, featuring a ballistic nylon tongue, premium uppers and embroidered Etonic branding. Available in a range of tonal colours, in both suede and leather mock-up’s; we’re having a difficult time picking a favourite.


Other shoes which you can also look forward to will be KM Street Fighter, a slimline running shoe and the Stable Air retro. This is a early 90’s performance shoe, featuring suede, mesh and a plastic skeleton. It’s one that we’re definitely looking to getting hold of. The current range is available through select stores plus the Etonic website. We’ll bring you updated with news and releases, so be sure to check back.


Text: Professor B