Balenciaga’s new boots

They’re not the worst things in the world. I actually think they accomplish exactly what Balenciaga wanted. Since the release of the infamous £750 boot, the footy internet has gone mad. Reviews have trashed the boot and the memes just keep coming. But I actually don’t think these boots are bad.

Before my credibility goes off the deep end, I’ve played football for many years, designed footwear for about half of it, and know that I will never even ironically step on a pitch wearing an entirely plastic, neon-colored Diadora-knock-off boot. Don’t worry. I know that as football boots go, these are some of the worst possible ones on the market. 

But after spending time in the fashion industry I learned a few things about intent. Why would brands want to release ridiculous products they knew no one would buy? Because they’re supporting pieces in a brand narrative. When I worked in fashion, I was tasked with designing a virtually useless guitar bag to go along with our line of high-end bags. Were we trying to get every guitar player out there to buy it? No. We weren’t even too concerned about selling one. It was all about building a brand around Americana—and a guitar bag helped to sell that vision.

These Balenciaga football boots are the guitar bag. They’re not meant for Mbappe or Ronaldo.  They’re there to aid Balenciaga’s brand narrative that’s shifting towards more sportswear fashion. And what’s the best way to get Balenciaga and football related more often? 

Cause a big stir over some overpriced, unappealing, highly-effective boots.

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