Kickers (brand)
| Company type | Private |
|---|---|
| Industry | Footwear and apparel |
| Founded | 1 January 1970 in France |
| Founder | Daniel Raufast, Jacques Chevallereau |
Area served | Worldwide, notably United Kingdom |
| Products | Footwear, apparel |
| Parent | Groupe Royer (since 2007) |
Kickers is a youth-oriented brand established in 1970 in France, specializing in an extensive selection of footwear and apparel. After being acquired by Groupe Royer in 2007, Kickers notably increased its popularity, particularly within the UK market, where its 'Lo' style shoes have become a preferred option for boys attending secondary schools.
History
The inception of Kickers dates back to 1970 when Daniel Raufast, inspired by the vibrant youth culture portrayed in the musical Hair, sought to design footwear that resonated with the blue-jean generation. Collaborating with designer Jacques Chevallereau, they crafted the initial 'jean boot' incorporating nubuck leather, crepe soles made from natural rubber, metal eyelets, contrasting stitching, and panels reminiscent of denim fabric. This pioneering design spurred rapid expansion, with production scaling from 300 pairs to 12,000 pairs monthly within just one season. While initially finding success in France and Germany, by 1974 Kickers had expanded their reach to over 70 countries worldwide.
United Kingdom
During the 1980s, Kickers experienced considerable success across Britain. The demand was so intense that children often lined up late at night awaiting new releases, which sold out immediately upon arrival. The brand’s unique flower-shaped tag became a coveted symbol of authenticity among young consumers.
School shoes
The Lo and Hi top models from Kickers continue to hold strong appeal as school footwear for British secondary school boys, sustaining their significant presence in this specific market segment.
Kick Hi
Introduced in 1975, the Kick Hi boot has remained an iconic product within the brand’s lineup.
Music industry popularity
In the late 1980s and early 1990s, Kickers established a prominent presence within the Manchester music scene. The Kick Hi boot gained particular traction among participants of the rave culture, initially embraced by followers of acid house music and later by enthusiasts of trance music, attracting a diverse crowd across various musical and cultural spheres.
In popular culture
Kickers has long been associated with the music world, receiving endorsements from artists including Ms Dynamite, So Solid Crew, Jarvis Cocker, Noel Gallagher, Mike Skinner, Arctic Monkeys, Craig David, and Rodney P.
A notable moment includes David Bowie sporting Kickers during the 1977 filming of Peace on Earth/Little Drummer Boy alongside Bing Crosby; he was also featured wearing the brand in promotional photographs and magazine covers.
Ian Brown became known for wearing Kick His at The Haçienda club despite its strict 'no trainers' policy. Similarly, The Stone Roses showcased them in their 'Fools Gold' music video. Furthermore, The Farm used an image of a sheep wearing Kick His on the cover of their single 'Stepping Stone'.
In 2007, Kickers served as a sponsor for the Urban Music Awards (UMA) and collaborated on an advertorial with NME magazine until September of that year.