March is Air Max month for Nike. They spend time celebrating some of the best shoes in the lineage. While Matt has visited the history of the Air Max before, this time he looks at the most innovative offerings over the years. One thing is certain, the Nike Air Max has become a staple of style of innovation for Nike.

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New episodes released weekly.

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Sneaker culture can sometimes be made to be only about mass consumerism of sneakers. In reality, it is so much more. What makes the culture so special are the people and stories/experiences they bring. It's our unique perspectives that connect us and is the through line. Matt talks about it.

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New episodes released weekly.

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Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers

Subscribe to Matt Frates on YouTube: https://www.youtube.com/@mattfrates

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After a month long hiatus, Matt comes back to discuss the fizzling of Jerry Lorenzo's partnership with Adidas, and the hype and shock drop that was the Costco Nike SB Dunk. Both are icons in their own way.

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New episodes released weekly.

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Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers

Subscribe to Matt Frates on YouTube: https://www.youtube.com/@mattfrates

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Follow Matt Frates on Instagram: https://www.instagram.com/mattfratescreates/

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Reach out to me with questions or thoughts: [email protected]

The year in sneakers that was 2025 was outstanding. Now that 2026 is here, what are the expectations? Will it be a letdown by default? Is it even fair to compare. Matt takes a look at the scene and provides some opinions and observations.

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New episodes released weekly.

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Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers

Subscribe to Matt Frates on YouTube: https://www.youtube.com/@mattfrates

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Follow Matt Frates on Instagram: https://www.instagram.com/mattfratescreates/

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Reach out to me with questions or thoughts: [email protected]

The end of 2025 is here, and while it was a great one for sneakers and the community, it was not the greatest year for Matt personally. Matt dives in a little to the uncertainty of the early part of his year, and how that was reframed to a new direction for 2026, and beyond.

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New episodes released weekly.

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Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers

Subscribe to Matt Frates on YouTube: https://www.youtube.com/@mattfrates

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Follow Matt Frates on Instagram: https://www.instagram.com/mattfratescreates/

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Sneaker of the Year is always talked about this time of year. Really, it should just be what sneakers are your favorite, because what you like is all that matters. Matt gives his favorites of 2025.

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New episodes released weekly.

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Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers

Subscribe to Matt Frates on YouTube: https://www.youtube.com/@mattfrates

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Follow Matt Frates on Instagram: https://www.instagram.com/mattfratescreates/

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Jeff Staple is a renowned figure in sneaker lore. His work speaks for itself. Recently he stirred up quite a controversy by making a pair of pigeon SB Dunks available for one lucky sneaker lover. Except this pair was fake. Matt chimes in.

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New episodes released weekly.

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Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers

Subscribe to Matt Frates on YouTube: https://www.youtube.com/@mattfrates

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Follow Matt Frates on Instagram: https://www.instagram.com/mattfratescreates/

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Reach out to me with questions or thoughts: [email protected]

As the sneaker year ends, not only do we debate whether 2025 is a great sneaker year, but Nike announces the new SNKRS Code program. Matt talks about who this program is for, and whether companies are trying to get sneaker culture outside, because boredom has set in with sneakers.

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New episodes released weekly.

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Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers

Subscribe to Matt Frates on YouTube: https://www.youtube.com/@mattfrates

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Follow Matt Frates on Instagram: https://www.instagram.com/mattfratescreates/

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Big news broke that Steph Curry and Under Armor had ended their long-standing partnership. Speculation is running wild as to where Steph will end up. There is a brand out there that excites Matt more than others. Wherever he ends up, his legacy will be defined by long into retirement.

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New episodes released weekly.

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Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers

Subscribe to Matt Frates on YouTube: https://www.youtube.com/@mattfrates

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Follow Matt Frates on Instagram: https://www.instagram.com/mattfratescreates/

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Matt uses the Bull Airs "The Scarecrow" shoe, and the processing of video making with it, as a means of inspiration recently. Even in the darkest of times, the smallest of things can light that fire of inspiration. Go out and get it.

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New episodes released weekly.

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Subscribe to Fire Footwear on YouTube: https://www.youtube.com/@firefootwearsneakers

Subscribe to Matt Frates on YouTube: https://www.youtube.com/@mattfrates

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Follow Matt Frates on Instagram: https://www.instagram.com/mattfratescreates/

Follow Matt Frates on TikTok: https://www.tiktok.com/@mattfratescreates

Reach out to me with questions or thoughts: [email protected]