How does Nike turn running shoes into fashion?

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How does Nike turn running shoes into fashion?

The first Nike shoes were made of waffles. Bill Bowerman runners and trainers (Bill Bowerman) running in Oregon’s home near the site of the is from the coal into the surface of the artificial, he wants a no spiked soles, but his students need traction in running. Iron’s three-dimensional lattice provides an answer, at least in terms of the direction of the sole. As for the rest of the design, at least in the first place? This is utilitarian: runners are made for runners, and the main concern is to make their wearer lighter and to stand up faster.

Nike is now one of the largest and best-known brands in the world, largely by bowman’s partner, Phil Knight, who recently announced his retirement. Knight turned Nike into a global power, not just overnight, but close to it, famous for its success and controversy. In the process, however, he did something else: he turned sneakers into fashion.

Kanye West, for example, has a signature shoe, Yeezy Boost. Last January, Chanel’s Karl Lagerfeld and Dior’s Raf Simons handed out sneakers on their runways. And that September, Alice Temperley used sneakers to shape her runway. Her little league world series Mo’ne Davis has launched a series of girls’ fashion sneakers ($75 each). Knight knew that earlier today we take for granted: even the most practical shoes – even our dress sexy, even worse, as comfortable and drab, can also play the role of fashion. He is not in the shoe business, the knight insisted. He’s in showbiz.

Sneakers began to be a luxury. American rubber company first introduced the rubber sole sneaker – product in the United States, because its footstep is the key. At that time, rubber was expensive and had little spare time, which meant that most of the innovative shoes were worn by the elite. However, the athletic shoe market grew in the early 20th century, especially after the first world war, which led to the country’s emphasis on fitness and athleticism. With the emergence of the first gym in the United States, shoe companies began to produce shoes to meet their needs.

In response to this democratization, one of the first nods is the pursuit of fashion. In 1921, to its new popular version of the shoe with the competition, a company recruited a basketball player – both to improve the design of the shoes, and to write his name on the final product. The company? The converse rubber footwear company. Athletes? Chuck Taylor

But, until Nike appeared, under knight’s marketing leadership, sneakers and fashion were closely linked. Nike Cortez announced in 1972 took advantage of the dual cultural trend of conspicuous consumption and to fitness (especially running) to crush – will Bill Bowerman (Bill Bowerman) invented by soft sole to market. Cortez was released at the height of the 1972 Olympic Games – Nike accurately ensured that Olympic athletes wore shoes. And the design of the shoe has moved away from athletic ability. There are a variety of colors to choose from, and the first display of the iconic “tornado” sign, which refers to CNN notes, “for those who want to stand out on the dance floor and on the runway.”

Nike Cortez, released in 1972, took advantage of a dual cultural trend – conspicuous consumption and a reintroduction to fitness.

Seeing potential, other designers joined the party. Gucci launched its iconic Gucci tennis shoes in 1984. In 1985, a rookie athlete named Michael Jordan made a bet that Nike released Air Jordans. (CNN noted that NBA players David Stern (David Stern) initially banned the sneakers, the reason is that they break his rules, tennis shoes is white, Jordan wearing it, Nike is happy to pay the fine.) In 1986, the Run-DMC issued “my Adidas” – not the first shoe music, but a persuasive work. The song marks the birth of a close art and business relationship between hip-hop and sneakers. It’s also a sign that shoes have cemented their status as a status symbol.

Today, as a result of all this, the sports shoe distribution has met with the same eager enthusiasm fashion show, not just in the sneakerhead culture. Kanye’s Yeezy Boost 350 series sold out in 15 minutes on Saturday. In the short term, a pair of shoes appeared on eBay for $10,000. Thanks to Nike and Phil Knight’s groundbreaking creative marketing campaigns, sneakers are now being touted, collected, talked about and infused with artistry. This is also to say: they are fashion. “There’s this prestige factor,” sports industry analysts told the Washington post. “If I could buy a pair of lebron, that would mean I had $175 and you didn’t.”

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