The 5 sneakers that changed the world of sports and beyond
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by Margherita Santus
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Some find them too trendy and would never wear them under a formal dress, some think they are only suitable for sports, and others have turned the corner and have chosen sneakers as “never without” shoes. Different ways of thinking. Although in recent years it is undeniable how this type of shoe has almost entirely replaced the classic lace-up shoe, especially among the younger generations. In deluxe version – in many cases they cost a fortune, born from special co-branding, inspired by vintage models of the past, they dictate trends even on major fashion runways. In this regard, a new book entitled Golden Kicks: The Shoes That Changed Sports by Jason Coles examines the shoes that have forever changed the way we live sportswear. But what are the five most beloved and what is their story?
Converse All Star
Icon of the twentieth century, Converse was born from the idea of basketball player Chuck Taylor, who decided to improve a model from the 1920s. He was the first athlete to have a shoe model named after him. It is estimated that about 60 percent of Americans own at least one pair of All Stars. But raise your hand if you’ve never bought them as a teenager?
Vans Style #95
Some for basketball, some for skateboarding. In the early 1960s, to be cool, you had to live or have been in California and go skateboarding. For those who couldn’t, there was always the option of buying a pair of Vans, still a symbol of skaters today. At the time of the first Style #95, you went to stores to have them custom-made to your taste, choosing from different color combinations, or even bringing your own fabrics. Nothing cooler! This was also the model to first carry the skateboarders’ motto ‘Off The Wall,’ we would say bizarre or, to be kind, eccentric and unique.
Adidas Stan Smith
The first leather tennis shoe was the Stan Smith. All white, with a delicate side logo and only the iconic colored insert on the heel reinforcement. Before Stan Smith, canvas plimsolls were used, but a leather shoe was needed for proper ankle support. It was 1963 and everyone feared Rod Laver’s shots. Initially known by the name of French tennis player Robert Haillet, they were renamed Stan Smith in 1971, in honor of the American champion who won Wimbledon the following year. For a long time, they displayed Smith’s face with the name ‘Haillet’ above. It’s curious how Smith and Horst Dassler, head of Adidas France, first met in a Parisian strip club to discuss sponsorship possibilities.
Onitsuka Tiger Asics Runspark
Legend has it that they are the “fastest shoes in the world”; since 1959, they have been the favorites of athletes. Like every legend, this model also has a not entirely happy story behind it. In 1976, at the Montreal Olympics, Finnish middle-distance runner Lasse Virén waved his Asics to the crowd after winning the gold for the 5,000 meters. Unfortunately, his act was interpreted as a publicity stunt for the shoes, which was absolutely prohibited by the Olympics code. Although the innocent Virén just wanted to celebrate his victory, he was disqualified from the Games and would not have been able to compete in the 10,000 meters final. But luck smiled on the athlete, who was readmitted to the race just two hours before the final. He won the gold and was the first middle-distance runner to confirm himself as an Olympic champion in both specialties, replicating the two wins of 1972 in Munich.
Nike Air Jordan I
Michael Jordan was a loyal wearer of Adidas trainers, with no intention of changing his mind. That’s why he rejected Nike’s advances several times. The most exceptional sports collaboration almost didn’t happen. It wasn’t until five years of negotiations that Nike managed to sign the agreement with the basketball player, thanks to a generous offer of 7 million dollars and the complicity of Jordan’s mother. And we have to say that persistence was the right move. In 1984, Nike overall made $150 million, but the following year it made $100 million just for the Air Jordans, the shoes that score.