How Steve Madden Disrupted the Sneaker Industry

Named after its founder, Steve Madden began as a shoe business. Today, Steve Madden manufactures and sells apparel and accessories along with its contemporary footwear.

Steve Madden's Shoe Addiction

 Steve Madden's shoe obsession began at 16 while working at a shoe store near his home in Long Island, New York. He worked his way up from stock to sales. In the documentary "Maddman: The Steve Madden Story", the fashion entrepreneur says he enjoyed helping women find shoes to go with their outfits. As he admired the footwear, he thought about how to make the designs better. At the time, gender-bender platform shoes were the trend. Madden loved the style but thought the shoes could use more oomph. Notice the platform-style influence in many of his shoe designs today.

In 1975, Madden attended the University of Miami. While there, he got a job selling shoes. His time in Miami was short-lived. After two years, his father forced him to withdraw from school, so he went back home and returned to his former job. Later, he moved to the city and began working for L.J. Simone footwear, where he learned every aspect of the shoe business from designing to marketing. The experience fed his shoe obsession.

He quit the job after eight years. After leaving L.J. Simone, Madden partnered with MCM footwear to develop a women's shoe line. After that endeavor was unsuccessful, Madden decided to start his own business.

In 1990, he started his shoe business. Madden used a small garage as his workshop and sold the shoes from the trunk of a car. Later, friends helped him raise the money to go from a car-based enterprise to a full-fledged business. Each time profits exceeded expectations, he looked for more ways to expand.

The Disruptor 

Madden has repeatedly shown that he thinks very highly of his shoes. In his documentary, the designer explains how he "hits the pavement" for inspiration. According to Madden, he can tell a lot about a shoe by the confidence a woman exudes while walking in it. Sometimes, he spots a shoe and thinks of ways to improve the design.

Steve Madden has a unique advantage over the competition. Besides a workshop, the label houses a store at its Sample Factory in New York. After designing a few styles, the team puts the shoes on the store shelves. Often, Madden himself goes to the sales floor to gauge customer reactions. Within hours, he knows if the shoe is a hit. If successful, the shoe goes into mass production. Depending on the quantity and style, the company may manufacture the shoes at its on-site factory in New York. Alternatively, the company may choose to have them assembled in Mexico or Brazil.

Over the years, the brand expanded its portfolio to include handbags, accessories, and clothing. By 2017, Madden took on the men's market. He realized men were not getting the same treatment as women when it came to shoes and decided to put some of his energy into designing men's styles. That same year, he entered the sneakers market. 

As he branched out from the platforms and chunky heels that made the brand popular, a few designers claimed he was mimicking their styles and filed lawsuits, claiming trade dress infringement. The lineup of litigants included Converse, Skechers, and New Balance.

Capitalizing on the Sneaker Industry

 Madden's instincts for predicting trends allow him to introduce new styles at a rapid pace. In 2017, he anticipated that more people would start wearing sneakers. In 2012, Madden signed a deal with Superga, an Italian footwear brand specializing in premium sneakers. The following year, Madden acquired its own Italian shoe label called GREATS, which also manufactures luxury sneakers.

You can find new and used Steve Madden sneaker line styles marked down on eBay. Styles come in multiple colors and textiles, such as animal print, metallic, mesh, and vegan leather. Look for popular choices like the Maxima, the Possession, and the Cliff. The Maxima is a bulky-heeled shoe with a knit upper. It comes with rope laces and features rhinestones on the tongue, sides, and heel cap. The Possession boasts a 2.5-inch heel height and features a lightweight mesh and synthetic upper. For a higher lift, the Cliff features a 2.5-inch heel height and a .5-inch platform. It includes vertical and horizontal pull tabs.

Capturing the Audience

The Big Head ad campaign of the '90s captured the attention of teenagers and young adults. And for a long time, Steve Madden's audience was girls and women between 16 and 25. The models in the ads had big heads and tiny bodies and donned stylish clothes with gigantic shoes, communicating independence and style. Soon, the brand had a cult following. Later, the label focused attention on a mature audience. Women from 26 to 45 started paying attention to the brand. In January 2000, Steve Madden announced a new line called Stevies. It is footwear geared for girls ages 6 to 12. By 2018, generations X, Y, and Z merged to become #GenSteve.

This year, the label added a twist to the Big Head campaign. Titled Maddenwood, the augmented campaign features Chloe Cherry, Bella Poarch, and Latto inside a virtual universe.

Collaborations

 The label has collaborated with multiple artists, including Iggy Azalea and Cardi B. Madden also teamed up with GQ, the fashion magazine. In 2014, Madden connected with fashion blogger Peace, Love, Shea. The collection featured sneakers, stilettos, and boots. In 2017, he partnered with Ja Rule to launch the Maven x Steve Madden collection that included men's sneakers, dress shoes, and motorcycle boots.

Madden teamed up with Slutty Vegan, an Atlanta-based restaurant, in 2022. The two companies partnered to offer a limited-edition white sneaker made of vegan materials. It features a yellow overlay with hints of red on the midsole, heel, collar, and tongue. A matching keychain hanging from the side of the shoe completes the design.

The Next Steps 

If Steve Madden sneakers follow the styles featured during Fashion Week 22, the designs will include a combination of past and future trends. Look for the vibrant colors of the '80s, bold platforms of the '90s, and neutral hues of the 2000s. Also, Madden debuted an adaptive footwear line for kids during NYFW's Runway of Dreams event.

Besides designing its own products, Madden sources private-label products for other brands. The company also maintains licensing agreements with labels like Anne Klein and Superga. In the future, Madden plans to continue collaborations with young designers and established powerhouses.