Sneaker News Top 30 of 2012
9 | EWING 33 HI
Classic sneaker models from the late 80s to mid 90s continue to be in high demand as the ongoing retro thirst shows no signs of slowing down. Most of the major brands have picked their archives clean in attempt to milk whatever nostalgia dollars can be yielded from any of yesteryear’s models that may maintain some retro relevance in the contemporary market. But what about for some of the smaller brands that are no longer in business?
For many of us, one of the first that would have come to mind was the Ewing Athletics brand, which enjoyed a nice run beginning in 1989 and eventually shutting down in 1996. During the Ewing brand’s initial stint, its namesake was the king of New York and an absolute beast on the hardwood, so when Patrick decided to leave adidas to start his own signature line, there were plenty of fans and sneaker consumers ready to show their support, not only in the Big Apple, but across the country and even catching on in Europe and Asia as well.
While the first incarnation of Ewing Athletics produced a variety of successful models, none was more recognizable or revered as the iconic 33 Hi. As the internet became a natural breeding ground for
sneaker congregating and reminiscing, the legend of the 33 Hi never died, as folks shared pics and pined away for years about the seemingly hopeless prospects of a return to retail glory. In 2012, those wishes would come true as the brand was resurrected with Pat’s blessing as an independent venture with a focus on bringing back the classic Ewing models true to their original form.
Several hints and teasers were planted via social media platforms, building a perfect storm of buzz and anticipation eventually punctuated by the announcement that the Ewing 33 Hi would, in fact, be the first retro offering from the reborn brand. Earlier this year, four original colorways were re-introduced to the world and greeted with open arms by both the older generations who loved the first go-around, as well as a younger crowd who found plenty to embrace in the distinctive hightop silhouette and its ties to Patrick Ewing’s legacy. Split into two separate drops between an appropriately numbered 33 retailers in the U.S., the OG foursome of colorways cleared out from shelves as expected and effectively set up the groundwork for global distribution of the brand and a solid line-up of additional Ewing models to follow their lead in 2013.