Fire Footwear: Sneakers Talk (with Matt Frates)
Step into the world of sneakers with host Matt Frates. Each week, we unravel the unique stories behind the sneakers and the culture. From iconic designs to influential figures, discover fresh perspectives and in-depth discussions on the sneakers that shape our world. If you live for sneaker talk and crave insightful takes, this is your go-to podcast. This podcast is brought to you by Matt Frates Creates, LLCThis podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy
Saucony Has Entered the Chat
Saucony has made its presence felt within sneaker culture over the last few years. They are capitalizing on Nike's current dip. Matt talks about why.
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New episodes released weekly.
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Nike Stock Crashes: Does It Matter?
Nike falls out of the S&P 100 for the first time in eighteen years and the Air Jordan 41 seems like a dud. Is it time to panic about Nike, or have they hit a valley that every company hits?
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New episodes released weekly.
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You Will Turn This Off
Another episode where we put aside sneakers as the main, and talk about life.
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New episodes released weekly.
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Reach out to me with questions or thoughts: mattfratescreations@gmail.com
This podcast uses the...
Sneaker Collabs Are Stale
Sneaker collabs used to feel special when they were fewer and farther between. Nowadays, collabs feel like GRs. Matt talks about how collabs feel stale, and how we may be able to get the magic back.
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New episodes released weekly.
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Yeezys are Back ... Really?
Kanye West and the Yeezy brand have made a return to the sneaker community, in the form of the Yeezy 800. To Matt, both the sneaker and the man are highly underwhelming. What say you?
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New episodes released weekly.
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Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers
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In 2026, Comfort is King in Sneakers
Why are Nike and Jordan brand falling behind? It's simple. Other brands are leaning into comfort being paramount for aging sneakerheads. Couple that with great color ways and storytelling? Nike is taking a standing eight count.
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New episodes released weekly.
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Are Sneaker Prices Too High?
Sneaker prices have climbed over the years. So much so that buyers are sitting out releases. A listen of the show asked Matt to talk through sneaker prices and their meaning. He gets into their debut prices, how inflation skews the data, and some other factors at play.
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New episodes released weekly.
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Has Nike SB Lost Its Way?
With the announcement of a Nike SB Foamposite dropping in 2027, you have to ask if Nike SB has lost its way a bit. Skateboard culture and sneaker culture have been associated for decades, but this latest attempt at highlighting the former seems like it misses the mark.
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New episodes released weekly.
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Jordan Design Studio
Jordan Design Studio is the latest announcement by the brand. Focusing on eight cities around the world, and putting names like Chris Gibbs in association with this, Nike hopes to find the next great idea. On the surface it feels like a true means of connection. Is it?
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New episodes released weekly.
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Why is Nike So Disconnected?
In what feels like a thriving era for sneakers, Nike seems a bit out touch. Sure, they lead in terms of sales and money on a global level, but where are they on the streets? Where are they with the culture? Matt discusses.
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New episodes released weekly.
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Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers
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Sneakers are Thriving in 2026
We are halfway through 2026, and sneakers are thriving. Yes you can make the argument that retros are down, resale is gone, and others. In the end, sneakers is thriving and growing for the future because of one element. People like us.
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New episodes released weekly.
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Culture Vultures in Sneakers
Seth Fowler recently got some flak on X for selling a bunch of his collection. It led Matt to think about creators in the sneaker space who may be culture vultures, and the ones who, despite any financial gain, stick around for love of the game; sneakers and content. Respect to all on the content grind.
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New episodes released weekly.
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Unresolved Debates in Sneakers
Throughout sneakers, there are debates we all have that never get resolved. After looking back at his own sneaker journey, Matt talks through three of these debates, and why they will never be resolved.
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New episodes released weekly.
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Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers
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I'm Not a Sneakerhead (and that's okay)
After seeing some creators talking through what makes someone a true sneakerhead, Matt takes a trip down memory lane thinking through ways he has changed as a sneaker lover.
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New episodes released weekly.
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A New Direction for SNKRS
Nike made headlines with the firing of 90% of the staff working on the SNKRS app. This begs the question of what is next for the platform? Matt chimes in about the intention of SNKRS versus the execution over the years.
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New episodes released weekly.
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Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers
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The Book of Eastbay - Interviewing Art Juedes and Rick Gering
The Eastbay catalog, for those of a certain age, was one of the most iconic pieces of media in sneaker history. Between its colorful images, consistent presence, and selection, it captured the hearts and minds of youths everywhere. The founders of Eastbay, Art Juedes and Rick Gering, penned a memoir of Eastbay entitled "The Book of Eastbay". They joined Matt to talk about the book, share some stories, and stroll down memory lane. All proceeds from the book go to childhood cancer research.
To purchase "The Book of Eastbay": https://bookofeastbay.com/
For information on...
Jae Tips Goes to Nike
Jae Tips emerged on the scene with his loud and proud work with Saucony. Unmistakeble in their appearance, they took the culture by storm. Recently Jae Tips announced an upcoming partnership with the Swoosh. In a world where people are gifted platforms and opportunities, seeing a creator that did more with less be rewarded, feels like an uplifting of the culture for us all.
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New episodes released weekly.
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Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers
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Changing Tastes in Sneakers
A comment on a YouTube video made Matt think about changing perspectives and tastes. As we get older, should our tastes change in our likes and dislikes? Should we embrace new elements of the culture to gain wisdom and have new experiences? Matt talks though this in both sneakers and life.
Big thanks to HomeGrownKicks on YouTube and Instagram for the inspiration.
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New episodes released weekly.
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Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers
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Air Max 95: Nike's Inflection Point
After receiving his pair of the Neon Air Max 95, Matt realized he underestimated the shoe. In looking through its history and origins, Matt came to see how influential and meaningful the shoe was in the growing history of Nike as a brand. The Air Max 95 not only cemented the Air Max as a staple, but may also have helped bridge the gap between Nike and cool.
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New episodes released weekly.
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The Nike Air Max: Stylish and Innovative
March is Air Max month for Nike. They spend time celebrating some of the best shoes in the lineage. While Matt has visited the history of the Air Max before, this time he looks at the most innovative offerings over the years. One thing is certain, the Nike Air Max has become a staple of style of innovation for Nike.
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New episodes released weekly.
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Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers
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<...Community in Sneakers is Important
Sneaker culture can sometimes be made to be only about mass consumerism of sneakers. In reality, it is so much more. What makes the culture so special are the people and stories/experiences they bring. It's our unique perspectives that connect us and is the through line. Matt talks about it.
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New episodes released weekly.
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Jerry Lorenzo and Costco SB Dunks: Icons of a Different Color
After a month long hiatus, Matt comes back to discuss the fizzling of Jerry Lorenzo's partnership with Adidas, and the hype and shock drop that was the Costco Nike SB Dunk. Both are icons in their own way.
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New episodes released weekly.
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Sneaker Releases in 2026
The year in sneakers that was 2025 was outstanding. Now that 2026 is here, what are the expectations? Will it be a letdown by default? Is it even fair to compare. Matt takes a look at the scene and provides some opinions and observations.
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New episodes released weekly.
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An Authentic Look at My 2025
The end of 2025 is here, and while it was a great one for sneakers and the community, it was not the greatest year for Matt personally. Matt dives in a little to the uncertainty of the early part of his year, and how that was reframed to a new direction for 2026, and beyond.
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New episodes released weekly.
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My Favorite Sneakers of 2025
Sneaker of the Year is always talked about this time of year. Really, it should just be what sneakers are your favorite, because what you like is all that matters. Matt gives his favorites of 2025.
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New episodes released weekly.
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Jeff Staple Makes Headlines (the bad kind)
Jeff Staple is a renowned figure in sneaker lore. His work speaks for itself. Recently he stirred up quite a controversy by making a pair of pigeon SB Dunks available for one lucky sneaker lover. Except this pair was fake. Matt chimes in.
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New episodes released weekly.
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Is Sneaker Culture Bored, or Spoiled?
As the sneaker year ends, not only do we debate whether 2025 is a great sneaker year, but Nike announces the new SNKRS Code program. Matt talks about who this program is for, and whether companies are trying to get sneaker culture outside, because boredom has set in with sneakers.
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New episodes released weekly.
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Steph Curry Leaves Under Armor: What's Next?
Big news broke that Steph Curry and Under Armor had ended their long-standing partnership. Speculation is running wild as to where Steph will end up. There is a brand out there that excites Matt more than others. Wherever he ends up, his legacy will be defined by long into retirement.
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New episodes released weekly.
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Get Inspired!
Matt uses the Bull Airs "The Scarecrow" shoe, and the processing of video making with it, as a means of inspiration recently. Even in the darkest of times, the smallest of things can light that fire of inspiration. Go out and get it.
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New episodes released weekly.
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FTK? - Talking Doernbecher Freestyle Criticism
Every year the Doernbecher Freestyle Series is unveiled as a vessel to raise money for a children's hospital. As sneakers have grown over the the years, so has the negative criticism of the shoes within the series. Matt talks about showing a bit more grace with these.
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New episodes released weekly.
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Salehe Bembury: Betting on Himself
Most designers chase Nike. Salehe Bembury went a different direction — and it worked. This episode breaks down how Bembury built one of the most respected creative portfolios in sneakers across New Balance, Versace, Crocs, and beyond, including signature silhouettes that stand on their own. A conversation about betting on yourself and redefining what sneaker success actually looks like.
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New episodes released weekly.
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...Cool Kicks (and other topics)
After a three week break from sneaker content, Matt is back to catch up on the topics that were over the last month or. From his opinions on the Cool Kicks scandal, to Tom Sachs and the concept of a sneaker participation award, it was good to be back with you all again.
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New episodes released weekly.
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Being a Sneaker Dad
Creative ruts happen for all creators. At times we get burned out and need new inspiration. As Matt was struggling in what to talk about in coming back to Fire Footwear, inspiration came in a small form: his son.
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Awake NY Accountability (& more)
Sneaker pre-orders and scamming in the sneaker community. These two stories dominated last week in the game. Matt talks through both and drives home a firm message: accountability and transparency are key.
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New episodes released weekly.
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Embrace Your Life
As the fourth anniversary of his mom's passing comes, Matt has been thinking about life changes over that time. The growth of self and embracing of passions has filled him with perspective and continued yearning for more. Life is short and we should embrace it as much as we can. Are you?
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New episodes released weekly.
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The Undefeated Jordan 4
Nike and Undefeated released the most coveted grail in all of sneakers with their mass release of the Undefeated Jordan 4. By most measures, the release was a massive success. There has been chatter about delayed shipping, and it begs the question "is sneaker culture spoiled?". Matt gives his take.
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New episodes released weekly.
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Toronto Sneaker Culture (with Trev from In Kix We Trust)
Trev, one fifth of the In Kix We Trust podcast team, joins Matt to discuss his life in sneakers and beyond. They talk about sneakers in Toronto, the emergence of runners, and all the sneaker releases we have now. Trev has a lot to provide the culture, and this chat helps shine some light on his contributions.
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New episodes released weekly.
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<...Diluted Sneaker History
Nike and Jordan Brand have a unique ability to tell stories with their rich history in sneakers. The frequency of releases has left Matt thinking about whether the brand is diluting their own history by leaving little room between retros. Should Nike lean more into storytelling, or has the culture changed so much that it just doesn't matter?
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New episodes released weekly.
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Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers
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Angel Reese Gets A Signature Shoe
Angel Reese just got something Caitlin Clark doesn't have — a signature sneaker. Her new deal with Reebok marks a milestone in her career and a statement for her legacy. But when you look at the shoe itself, it raises a bigger question: are sneaker companies running out of ideas? This episode breaks down Reese's Reebok signature, what it means for her story in the WNBA, and whether the design actually does justice to one of basketball's most polarizing and compelling figures.
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New episodes released weekly.
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Who Is Matt Frates?
Fire Footwear is nearing its third birthday, and looking back on the journey to this point is essential as this podcast grows. Matt sits behind the mic reminiscing about where things started, where they are, and where he wants them to go for the future of this podcast. If you found Fire Footwear recently, this is your chance to get to know the host a little bit more.
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New episodes released weekly.
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