Move Over Stilettos: Sneakers Redefine Business Attire Trends

Gone are the days when business attire was synonymous with polished dress shoes, stilettos, and tailored suits. Sneakers are taking over the convention center floor, making a statement while boosting comfort, confidence, and brand awareness; transforming how we view professionalism.

This shift is more than a fleeting trend—it’s a reflection of a broader cultural change. With remote work and casual dress becoming the norm, the demand for comfort and personal expression has surged. Sneakers, once confined to casual wear, are now embraced in the meetings industry, offering a stylish and comfortable alternative to traditional footwear.

From notable industry events like IMEX America 2022 to practical tips for integrating this trend into your wardrobe, here’s how sneakers are redefining business dress codes and becoming a crucial element of modern professionalism.

Sneakers Making a Statement at Business Events

Here are some notable examples from industry events where companies chose custom sneakers to make a bold statement –

Visit Milwaukee Gets Cheesy

Custom “cheesy” sneakers were telling a brand story with a local flavor at Visit Milwaukee’s booth. Local sneaker artist Noel Alvarado transformed Nike Air Force 1’s with a hand-painted cheese design. 

“We were looking for a unique, fun way to speak to who we are and tell a story of a maker within our community,” said Joshua Albrecht, vice president of marketing and communications at Visit Milwaukee.

The team considered various elements of the city, sports teams, and the brewery scene for their sneakers’ theme. In the end, cheese won and the whole concept turned out great for the team and business.

How are custom sneakers made? “It’s like painting a car — there’s a lot of prep work,” said Alvarado, a social media influencer who started painting sneakers in high school. He prefers to work with white Air Force Ones or Jordans. After stripping the factory layer, he hand-paints or airbrushes designs with acrylic leather paints. The finishing touch involves sealing the wearable works of art, with gloss or matte finishes to protect them.

“I wasn’t expecting the reaction that Visit Milwaukee showed, but it demonstrates how custom sneakers are a cool thing, and businesses see them as a way to stand out,” Alvarado said.

Visit Orlando’s Bright-Orange Kicks

Sneakers were front and center in Visit Orlando’s booth at the entrance to the IMEX America show floor. Team members sported bright orange kicks that matched the exhibit’s statement elements. It was an easy conversation starter and a great photo op.

“We wanted a way to infuse the fun of Orlando and stand out at trade shows but remain professional,” said Casandra Matej, president and CEO of Visit Orlando. “We also often wear the orange shoes during familiarization tours, sales missions, and site visits. They allow us to carry the Orlando brand everywhere we go as the vibrant orange color helps us grab attention and is a fun extension of our brand, ‘Unbelievably Real,’ which we just launched at IMEX.”

This approach highlights how thoughtful integration of branded sneakers can contribute to a company’s overall marketing strategy.

Euromic Embraces the World

Across the floor at the Euromic booth, a global association of destination management companies, team sneakers were already on its second iteration. “Our first sneakers debuted five years ago, and we’ve carried the tradition since,” said Huw Tuckett, euromic’s executive director. 

The company’s kicks have color-coded laces dependent on which continent the member is based. This thoughtful approach to branding not only enhances visibility but also strengthens internal connections.

Allbirds for Hyatt

Branded Allbirds, the low-key darlings of the tech world, took the spotlight at Hyatt’s sprawling booth. “We worked with giveswagger.com, a woman-owned and planet-forward business, to provide the options that allowed us to care for our colleagues so they could be their best,” said Trina Camacho-London, vice president of sales at Hyatt Hotels Corporation.

Hyatt’s exhibit space focused on optimal well-being, so it just made sense that its associates wore comfortable footwear. Its IMEX activation also featured a Miraval branded recharge/meditation igloo and Chef Thomas McKeown serving healthy snacks like quinoa-filled snap peas at its entrance.

Hyatt’s selection of Allbirds sneakers underscores the importance of aligning footwear choices with broader organizational themes. By choosing sustainable and comfortable options, Hyatt demonstrated its commitment to both employee well-being and environmental stewardship.

Personalization Onsite at The Venetian

The Venetian took activation to another level by gifting their group of hosted buyers customized sneakers. Part of the group was Nicola Kastner, former VP and global head of event strategy at SAP. Kastner founded her own company in January 2022 — The Event Strategist and now owns a pair of sneakers with her company logo emblazoned on the side.

In true Venetian fashion, Freestyle Love Supreme, an improvisational hip-hop group started by Lin-Manuel Miranda, wowed. Their performance, completely audience-generated, ended with an awe-inspiring fireworks display.

The next evening at Rendezvous at Drai’s Nightclub, many of the hosted buyers wore their new personalized sneakers and got many compliments. 

Kastner agrees the pandemic has fueled this trend. “Associates and colleagues got to see us in our living room, in our bedroom. The facade of the perfectly-polished professional vanished,” she said.

Benefits of Sneakers at Business Meetings & Trade Shows

Here are the reasons why sneakers are replacing stilettos at major business events.

Comfort and Productivity

Sneakers are designed with cushioning and support that traditional dress shoes often lack. This added comfort helps reduce foot pain and fatigue, allowing employees to stay focused and productive throughout their workday. 

In modern work environments where long hours are the norm, comfort becomes crucial. Sneakers align with workplace wellness trends, supporting both physical well-being and work performance.

Brand Identity and Marketing

Custom sneakers are a powerful branding tool. Incorporating company colors, logos, or unique designs into sneakers creates memorable marketing moments. 

For instance, Visit Milwaukee’s “cheesy” sneakers and Visit Orlando’s bright-orange kicks not only capture attention but also reinforce their brand identity.

Branded sneakers also foster team spirit, creating a stronger connection between employees and the company’s image.

Employee Confidence and Morale

Sneakers offer a stylish yet comfortable option that allows employees to express their personal style while remaining professional. This boost in confidence can lead to more positive interactions and higher job satisfaction.

The shift towards sneakers reflects a broader cultural trend of valuing authenticity and personal expression, making workplaces more inclusive and engaging.

FAQs – How Sneakers Fit in Business Dress Codes?

Here are some common concerns that you might have while blending sneakers with your business attire –

Add Branded Sneakers to Your Business Attire

This new-found love for sneakers seems like a solid bridge between brands and the individuals that they seek to attract. Rules are changing, and our feet are thankful.

Embracing sneakers as part of your business attire will enhance your workplace environment, align with contemporary values, and support both personal and organizational goals.

Ready to elevate your work wardrobe with the perfect pair of sneakers? Check out our top picks for event shoes and discover the ideal blend of style, comfort, and personalization for your professional needs.

Updated 8th of August 2024