The Huarache: When Weird is Beautiful

Quartz: “The Nike Huarache almost never existed. The shoe, made of a sock-like bootie encased in a supportive exoskeleton, was definitely unusual when Nike began showing around the prototypes in the early 1990s. Practically nobody placed orders, and Nike seemed to have little choice but to kill the idea. Lucky for Nike, one product manager didn’t listen … the Huarache has become Nike’s top-seller globally.”

“The shoe dispensed with a number of conventional ideas in sneaker design. It had no heel counter—the firm backing of the shoe that wraps around your heel to support it—opting instead for the distinctive, harness-like strap, similar to a sandal. (A ‘huarache’ is a kind of Mexican sandal.) It also used neoprene, which had never before been done in a running shoe … when no one placed orders after seeing the prototypes, Nike decided not to make the shoe for release.”

Tinker Hatfield, who designed the shoe picks up on the rest of the story in his new book, called Sneakers: “But one of our product managers actually thought it was awesome, and without proper authorization, he signed an order to build five thousand pairs even though there were no orders. He stuck his neck way out there. He saw what I saw. And he took those five thousand pairs to the New York Marathon, not a place you typically went to sell shoes, and he sold them all in like three days at the exhibition hall right there near Times Square. Word got out. They went like hotcakes. In a month, we went from zero orders to orders for half a million pairs.”

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