Here is a summary of the article in 100 words:
The world of high fashion is collaborating with sneaker brands, with Hoka and On Running leading the way. The rise of these brands is attributed to their high-fashion connections and ability to target a new audience. Hoka’s global head of partnerships, Thomas Cykana, notes that while collaborations can be a trap, focusing on a smaller, niche audience is key. The crossover between fashion and sneakers is on the rise, with Vans, Balenciaga, and On collaborating with high-fashion brands. The trend is expected to continue, with Nike and Adidas struggling to keep up.
