Pokémon’s evolution in the footwear sector and putting its best foot forward

It shouldn't come as a surprise that Pokémon, one of the most popular entertainment franchises of all time, has made the leap from the screen to the high street. The iconic and celebrated brand is best known for its colourful characters, including Pikachu, Bulbasaur, Charmander and Squirtle, who paved the way for the brand's successful foray into apparel. With 'dopamine dressing' on the rise, more people realise that what we wear plays an important role in how we feel, and there is something special about adding your favourite childhood character to your outfit.

As fans of all ages across the globe seek out Pokémon-themed items, the franchise branched out into accessories and then apparel. Over the years, established fashion brands from the likes of Balmain, and Levi’s have partnered with the brand to fulfil fans' dreams of dressing from top to toe in Pokémon.

Mathieu Galante, Licensing Director, EMEA at The Pokémon Company International, said: “Pokémon has become a true fashion icon over recent years and working with a wide range of apparel and footwear provides a great opportunity to connect with our audience in new and diverse ways. Our rich heritage and colourful, much-loved characters provide endless inspiration for designers to create unique and surprising collections, while our broad global appeal and reputation for innovation attracts a wide range of high-calibre partners, from high street to designer, offering something for everyone.”

Recognising the demand for Pokémon apparel, the franchise stepped into the footwear segment, seeking out some of the biggest global names in the industry. Together with leading brands such as Converse, PUMA and Clarks, they've developed collaborative collections. Each collaboration is carefully catered to what the fans want, from those seeking out bold, obvious Pokémon references to those who want to make more subtle sartorial choices in their footwear but still carry that Pokémon spirit. Some of the more bold collaborations include the PUMA x Pokémon capsule collection, the Converse x Pokémon original collection and the Irregular Choice x Pokémon collection, which predominantly showcased the brand's characters and catchphrases.

Pokémon x Clarks: A collaboration for adults and kids

For fans who prefer to showcase their love for Pokémon in a less obvious way, Pokémon teamed up with high-street footwear brand Clarks. An initial 10-piece collection for adults and children for autumn/winter 2022 brought several key characters and icons (like the Poké Ball) from the franchise to life, with designs like the Clarks Originals Wallabee boot featuring understated all-over embossing of Pikachu and the Clarks Kids Grip Pokémon sneaker with playprint soles that leave a Poké Ball imprint with every step. Following the runaway success of the collection, a new collaboration is now rolling out onto shelves. Once again back-to-school styles and sneakers feature Clarks’ comfort soft cushioning, shock-absorbing soles and easy on/off straps alongside playful Pokémon touches. Carry over school styles and Grip Pearl trainers in new Pink & Teal colour pops are already available, with new styles Foxing Mist and Peak Go due in March.

Classic styles adorned with Pokémon characters at Puma and Converse

The PUMA x Pokémon capsule collection was inspired by the most iconic Pokémon characters and incorporated fun graphic images and colours from characters including Pikachu, Charmander and Squirtle onto signature PUMA styles, such as the PUMA Slipstream, the PUMA Suede Classic sneaker and the PUMA RS-X. Encompassing a selection of apparel for youths and adults, the collection inspired fans to be the best-dressed Pokémon trainer like no one ever was. The Converse x Pokémon collection celebrated 25 years of Pokémon and featured original designs for consumers of all ages, including signature Converse All-Star styles in four colour ways that paid homage to the brand. An obvious choice for a Pokémon collaboration, quirky fashion brand Irregular Choice created an extended footwear and accessories collection that included bright and colourful Pokémon characters in 3D renderings and cutouts.

Between cult and couture: Pokémon interpreted by Crocs, Axel Arigato and Balmain

For the Pokémon collaboration with Crocs, the franchise reimagined classic Crocs clogs with fun patterns with recognisable characters and created themed Jibbitz, inspired by the badges one would win after defeating a Gym Leader in the video game to add a more subdued effect to the Crocs.

In addition to teaming up with leading footwear brands, Pokémon collaborated with leading designer labels, giving high-end brands the Pokémon treatment for fans looking for something a little bit more exclusive. Pokémon applied its first-generation characters, like Meowth and Gengar, to signature sneakers, hoodies, t-shirts and denim pieces from Swedish brand Axel Arigato. The creative director at Balmain, Oliver Rousteing, and Pokémon share the same uncommonly bold and adventurous outlook on life, making the two a perfect match for a collaborative collection. Much of the Balmain x Pokémon collection offered new takes on Balmain signatures, such as the brand's slouched hoodies and sleek sneakers, as well as its famous Labyrinth pattern.

Ready to dress their fans from head to toe, Pokémon is prepared to help fans put their best foot forward through their many exciting footwear collaborations.