Brendan Dunne and Matthew Welty were at the onset of what was once an “undeveloped” sneaker industry, but their love for shoes flourished throughout the years.
On-screen, they may assume the mantle of culture purveyors, but before anything, they were genuine lovers of “what’s on foot.” This ethos sparked a commitment to a holistic sneaker lifestyle—known by many but diligently studied and mastered by a few.
Fast-forward to today. The Complex Sneaker Show (and formerly Full-Size Run) hosts continue spreading sneakers as a blank canvas that invites self-expression, resulting in an inclusive, growing community. Their influence and access brought them over 8,500 miles west to a budding nation that welcomed them with open arms.
The Manhattan-based sneaker enthusiasts were invited to the Philippines to headline Foot Locker’s Global 50th Anniversary and share their well-respected point-of-view of the massive global sneaker culture. In the insightful on-stage discussion they narrated their journey in sneakers, the process of the highly awaited Complex Sneaker of the Year, and sneakers as a form of expression.
Their Undying Connection With Sneakers
The pair took center stage with sneakerhead and host Julo De Guzman (which was rather fitting, noting his previous work with Complex Philippines) at Ayala Malls Manila Bay last September 14, 2024. A familiar sight greeted them: three chairs enclosed in a semicircle and an hour and a half to speak on what they know best, sneakers.
Dunne and Welty addressed their touchpoints with the Philippines, noting the country’s relevance to Complex’s growing community as the “second largest” outside the United States. While it may have been their first opportunity to set foot in Manila, he dabbles on Welty’s Jersey City background, overflowing with Filipino culture as he may feel “right at home.”
And right at home, he was.
Apart from the Filipino delicacies and tightly-knit relationships in New Jersey, witnessing Foot Locker’s 50th Anniversary generated a full-circle moment for Welty—considering his seven-year background in the American multinational sportswear and footwear retailer.
“I’m going to throw the stripes on and get some mall Chinese food to eat in the back room,” he jokingly mentions.
He adds, “I started working there in 2007 when I was in college as a part-time sales associate on the floor, selling people sneakers, insoles, and socks. I wasn’t the most persuasive salesperson, but I was more of a salesperson who would try to run around as fast as I could and just help 10 people at the same time.”
From restocking a local retail branch to now living, breathing, and talking about sneakers, they looked back on its growth that at many times previously, was overlooked. Sneaker consumption has reached a global scale with social media dictating what’s “in,” “trendy,” or basically what everyone is wearing.
Dunne and Welty remain optimistic about what’s ahead, regardless of how others may distinguish the influx of sneakerheads as negative. It’s widely known that resell value tends to drive up demand. Still, they speak on uncovering the real treasure: found in the storytelling, the meticulous design and manufacturing process, and the connections forged with the artists, who at times, they can now call friends.
“We didn’t necessarily know at the time who was making them, what went into making them, or what their struggles were, so that’s what excites me—working and talking to the people to find out what’s happening behind the scenes because brands are so protective of the information,” Dunne said.
Complex’s Sneaker of the Year: The Process
Intrinsic value will always drive personal attraction, but it’s only one of the several metrics used to determine the coveted Complex Sneaker of the Year. For dummies, Complex thoroughly analyzes releases throughout 12 months, placing them on a pedestal come the awaited Complex Con that is usually held in November.
“The whole team, around six to eight people, go over these things as we analyze a list of like 70 pairs that were released within the year. We sort of go through each one by one and think about which shoe had the biggest impact,” Welty addressed the crowd.
“It isn’t necessarily the resale value, but it’s like which shoes people showed up for the most. After that, we try to discern if it’s a good shoe if we like the design, or if we like the storytelling and that’s like the final critique of how we rank things,” he continued.
Crowning 2022’s Louis Vuitton x Nike Air Force 1 Low to last year’s Nike SB x Air Jordan 4, the team has received its fair share of criticism in determining the most state-of-the-art roster. Classifying the best-of-the-best is never easy. As their comment section is flooded by self-proclaimed gurus who always seem to have something to say, they realize that satisfying everyone is nearly impossible, no matter how objective their approach is.
Yes, Complex’s Sneaker of the Year list may be flawed and open to interpretation. But upon uncovering the layers and the endless hours of discussions and dedication, they reiterate an honest fact: that they’re just ordinary dudes who love sneakers and share their stories the way they know how to.
Sneakers as Personality and Self-Expression
Dunne and Welty spoke on their mundane four-day on-site work-week, filled with the pleasantries of ideating content and experiencing an early Christmas multiple times a year (or even a month), as the boxes descend from their Times Square chimney.
Beyond their distinction as public figures in the space, Dunne revealed that their days consist of “talking and thinking about what we want to write, what the latest news is if there are any leads we can put out there, and checking the mail booth if any sneakers show up.”
Welty continued with a rundown of the sneaker office share, comparing Dunne’s collection, which is largely greater than his own. “He has so much more sneakers than me. There are shoes he doesn’t even want and they’re just sitting out there,” which isn’t a trigger point for Welty, as he normally would (cue Welty’s Full Size Run “Trigger Meter”).
Upon analyzing their makeshift stockroom/office, they reflect on the relationship between sneakers and expression—as something homogenous and personal. Nowadays, social media’s paramount effect on the market may remain inevitable, but when deciding the next purchase, they emphasize authenticity and the importance of finding the glass slipper that simulates a perfect fit for the beholder.
“Throughout the years there have been mainstream trends and expectations on what people would wear, but I feel like if you just follow what everyone else is doing, you may not be able to stand out as much. Sometimes, it’s good to take a chance and hop on something before it’s a trend or help make it a trend,” said Welty.
At one point, a career in sneaker journalism may have been unorthodox, judged, or frowned upon, but that didn’t stop them from committing to their passion and pleasantly making it their own. They’ve built a road filled with wonder and promise from an industry that will only keep growing.
“It’s a weird life, man. We just talk about shoes for a living,” said Welty. But it’s a life that brings Complex’s very own purpose and meaning.
