Celebrity collaborations with fashion brands are nothing new, but in recent years artists have taken center stage. Their partnerships with major sportswear brands—which blend streetwear, sports, and pop culture—have transformed the industry and set new trends globally.
The high-end sneaker collaboration market reached an estimated value of $9.2 billion in 2024, and forecasts suggest it could nearly double by 2033. In Europe alone, the sector is already worth over $1.8 billion, reflecting the growing interest in streetwear, exclusivity, and luxury athleisure.
Some of these collaborations have achieved near-iconic status. Travis Scott x Nike and Bad Bunny x adidas continue to be benchmarks in both culture and sales. According to Forbes, Travis Scott’s partnership generates around $10 million annually, and his models more than triple their original price on the resale market. His Air Jordan 1 Low “Reverse Mocha” garnered 3.8 million requests on Nike SNKRS, becoming one of the most anticipated releases in years.
To determine which collaborations will generate the most interest in 2025, JD Sports analyzed global search volumes on Google and TikTok, creating an index that reveals the most searched collaborations of the year.
The most sought-after sneaker collaborations of 2025
Travis Scott and Bad Bunny: two icons who remain at the top
Despite being on the market for several years, the Travis Scott x Nike (2019) and Bad Bunny x adidas (2020) collaborations maintain their leading position with no signs of slowing down. Both artists have become key figures in sneaker culture by connecting music, streetwear, and collecting.
Travis Scott’s models—especially his Jordan 1 line—remain some of the most valuable on resale platforms, with prices reaching several thousand euros. His most recent release, the Air Jordan 1 Low OG “Fragment x Travis Scott,” sold out again in a matter of minutes worldwide.
Bad Bunny’s collaboration with adidas has also established itself as one of the most influential. His first Forum Lows sold out immediately and can now fetch up to $1,100 on the resale market. Some releases have registered more than one million global pre-orders on the adidas CONFIRMED app.
Together, they represent a benchmark for celebrity sneaker marketing.
New collaborations gaining traction in 2025
Rosé (BLACKPINK) x PUMA and Lil Yachty x Nike are leading the new wave of collaborations shaping 2025.
Rosé’s first PUMA Speedcat collection, which blends motorsport design with elegant ballet-inspired details, has seen an astounding 511% increase in Google searches since its launch, making it one of the biggest spikes in sneaker interest this year. Leveraging BLACKPINK’s global influence and PUMA’s resurgence in lifestyle fashion, this collaboration is already breaking engagement and popularity records across various markets.
Meanwhile, Lil Yachty has surprised fans with the Air Force 1 “Lucky Green” and “Mystic Red” models, which have generated a 156% increase in search interest and significant traction on TikTok. His personal brand, “Concrete Boys”, resonates especially with Generation Z, who use the platform to follow trends and new releases.
Dua Lipa: A Collaboration That Remains Relevant Four Years Later
Since launching her Flutur collection in 2021, Dua Lipa has helped revitalize PUMA’s women’s lifestyle offerings with Y2K-inspired designs, metallic finishes, and the iconic butterfly motif.
In 2025, she expanded the range with new Speedcat models—”Haute Coffee” and “Royal Blue”—inspired by retro automotive design. While not a recent collaboration, interest continues to grow (+24% in searches), demonstrating the project’s enduring relevance and its impact on the brand.
The artist’s consistent presence in fashion and music solidifies this collaboration as a key element within PUMA’s global strategy.
Paula Guerola, Digital Commerce Director for Iberia at JD Sports, comments: “Collaborations with celebrities have gone from being a simple marketing tool to becoming a true cultural indicator. By 2025, we see a clear evolution of the sneaker phenomenon: consumers are no longer just buying a pair of sneakers, but a lifestyle, an aesthetic, and an associated story. Platforms like TikTok have transformed each launch into a global event, and that enthusiasm is what drives the market.
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