Why Manny Pacquiao’s Boxing Shoes Failed To Reach Mainstream Appeal

Why Manny Pacquiao’s Boxing Shoes Failed To Reach Mainstream Appeal

KEY POINTS

  • Nike produced a boxing and training shoes for Manny Pacquiao during his heyday
  • Pacquiao's line failed to reach a fraction of the Jordan Brand's popularity
  • Boxing shoes might never find a life outside of its intended purpose inside the ring

Retired Filipino boxer Manny Pacquiao was one of Nike’s most recognizable athletes thanks to his prowess and accomplishments in the sport of boxing.

To many of his countrymen, he was their own version of Michael Jordan--someone that they could look up to and aspire to be like if they work hard enough on their craft coupled with a bit of luck.

However, if there is one thing that separates Pacquiao from being Jordan, it is that the “PacMan” was never able to translate his in-ring achievements into becoming a recognized brand of his own across the world.

Sure, people loved Pacquiao for being one of the most dominant boxers of his generation, but he was not able to generate the same amount of widespread appeal and daily lifestyle impact as Jordan did with basketball.


Filipino journalist Santino Honasan encapsulated this thought perfectly in an episode of a local online boxing show titled "Round By Round."

“I think what made sneaker culture what it is today is because of being able to incorporate sneakers into your daily lifestyle. That’s why basketball sneakers like the Jordans and the Kobes are so big right now because they transcended their purpose of being a function shoe. They became lifestyle shoes, something that you would wear outside of the basketball court,” Honasan told Round By Round host and combat sports analyst Nissi Icasiano.

“It’s hard to replicate the same success in boxing because if you leave the house wearing HyperKOs or other boxing boots, [they don’t look as good for casual wear]. Boxing as a sport itself isn’t as lifestyle-friendly when it comes to apparel compared to basketball or running. It isn’t as culture-friendly when it comes to style and fashion.”

Case in point, Jordan became such a recognizable name that people across the world, regardless of race, religion, color, and creed.

The public’s love for Jordan became so overwhelming that Nike decided to start selling his basketball sneakers to become the foundation of the now-famous Jordan Brand, allowing people to be more and more “Like Mike” in at least one way.

Because boxing shoes are not as widely regarded or as popular as basketball shoes, few sneakerheads even remember the multiple pairs released by Nike in partnership with Pacquiao.

From the celebrated HyperKO MP boxing boots to the beautifully crafted Air Huarache TR Lows and the extremely-limited Nike AirTrainer1 “Lights Out,” Pacquiao has had his branding put on some of the Swoosh’s most respected pairs.

However, none of them were able to reach “cult classic” status like that of the Jordan Brand, and even the Kobes, outside of the most diehard Pacquiao fans.

Comparing the HyperKOs and the Jordan 11s side-by-side as an example, one can already guess which pair is best suited for which sport.