This is the best-selling shoes that have grown out of the canvas shoes and expensive to collaboration with all imaginable show business stars. Somehow they were worth a penny, today good sneakers with the name can afford not everyone. In the history of shoes, this is perhaps the most impressive jump to success and glory.
Neither the ballets nor the shoes on the heel and are not close to that figure that tells about the annual volumes of sales of this once special sports shoes. Nobody expected from sneakers and a sneake of such anchor, but life took His - and today no basic wardrobe is required without them. We are trying to understand where it takes the beginning of their glorious, but not such a long story.
Quiet sap
Rarely, our story does not start with the description of the morals and stylish preferences of the peoples of ancient civilizations - Egypt, China, Greece and Rome. But sneakers come true from another world. Today, almost all fashion historians agree that America's homeland became their homeland, and inventors are its indigenous peoples, the tribes of the Indians who learned the secret of rubber tree and began working with its properties long before they learned to make European conquerors of these lands. We all familiar with moccasins - so, it is precisely them that can be called the sneakers and their first version. Judge for yourself: light and flexible, while protecting the foot rubber sole is combined with tissue riding on thick lacing; Created for running around the rough area (the hunt in the jungle is still an adventure).
Sneakers in the wardrobe today is a statement. Statement that fashion has submitted comfort and convenience
Photo: pixabay.com/ru.
When North and South America was open and partially conquered, ingenic conquerors with delight adopted the achievements of indigenous peoples. So tobacco came to Europe, potatoes and, of course, rubber. And then the industrial revolution was killed, and here are already rubber products conquer if not fashionable vertices, then the hearts of ordinary buyers. Cascinous shoes are popular - models on a completely rubber or partially rubberized cork sole, the top of which was sewn from dense fabric, from which sails were created (from here, as it was easy to guess, and the name).
And what about sneakers? Their legend begins closer to the twentieth century, and then they acquire their own name. It sounds, by the way, not at all as we used. The term "sneakers" appeared much later than a more discouraging (in English-speaking countries certainly) the names of Snickers (from the English verb to Sneak, that is, to sneak). The owner of such shoes moved silently and easily, like a wild beast. Nevertheless, until the time before, no one was worried about sports models, not much and different from everyday options. Everything has changed in a fateful for many × 1917.
On all sails
So far, in 1917, the world's first world war was performed all over the world, and Russia experienced a revolution for the revolution, a certain Marcus convelm, who came to lead the American Rubber Company, put on a flow production of a flexible rubber sole, a cloth with a high-tone and a wide tongue on the lacing. It is important to understand that sneakers, one of the varieties of Snickers, have already been familiar to athletes - the history of their creation began at 1882. But it was Mr. Converse that did it so that the world would love them. The first to be mastered to use sneakers were basketball players.
But the old light did not pass fashionable positions. Some Joseph William Foster, for a long time, engaged in the manufacture and sale of canvas shoes, which no one was not surprised, decided to experiment and drove small carnation in the sole - for stability and better clutch with surfaces. Mr. Foster was a big fan of the run and a member of the Begovy Club famous in England, and therefore he continued his research and began to produce shoes for different purposes - moving along the forest array and rough terrain, for training indoors. William's shoemaker created J. W. Foster & Co, which still exists to this day, however, under a different name - we know her as Reebok. At the dawn of the twentieth century, Mark had a grand success among professional athletes. Each second record was put in Foster's shoes.
Hero of Tom Hanks from "Forrest Gampa" ran all America in old sneakers
Photo: Frame from the movie
Cooperation with the world of sports, work for those who are engaged in physical activity professionally - here it is, the key to success. In the twenties, the twentieth century begins streaming shoes for professional football players - this niche dismands itself to the company Umbro, which keeps the position to this day. Interest in sports shoes showed in the East. So, in Japan, Mizuno brand began his work, which was headed by two brothers. Their products laid the foundation for the entire Eastern Sneakers Market
In war as in war
When did the popularization of sneakers started and from the world of sporting achievements, they broke into the podiums and pages of fashion magazines? To understand this, it is important to tell the story of the opposition of the Dassler brothers. In 1920, Adolf and Rudolph began to work for the benefit of persons with disabilities, developing orthopedic shoes, helping the rehabilitation of victims in the First World War. Closer to the mid-twenties, the brothers developed shoes, received a patent for studded shoes. Everything went more than excellent - for the Dassler brand, but not for the owners themselves. The fact is that convinced followers of Hitler decided to a very bold step according to their ideology and presented their sneakers to the Black Runner Jesse Owens, who in a couple of Dassler installed ascent (!) World Records. This attracted the attention to Rudolph and Adolf, however, not only the admirers of sports shoes, but also the leadership of Germany, which confiscated a family factory and redigible production facilities in the military channel. The second world came out, after which once friendly brothers quarreled. They say their business controlled and promoted a wise father, who did not become in 1948. Then Rudy and Adi ran away, destroying the "Dassler" brand. But this conflict was perhaps the most fruitful in fashion history: after creative parting, the first brother created a brand Puma, choosing the name by the name of the Grozny and Graceful Predator, and the second is Adidas, folding the first letters of his name and surname. The opposition of two brothers began, whose brands are still competing. The key to success, as you understood both businessmen, have become contracts with Olympians: the more in your sneakers runners, jumpers and other athletes, the more popular your collections. This simple arithmetic has become the basis of advertising strategies of two competing stamps of sneakers for years and years ahead. The third player was connected soon to this race. The once modest Blue Ribbon Sports firm, successfully engaged in the resale of Japanese Snickers in all the United States, in the mid-sixties decided: it's time to create something your own! Behind this bold statement is the appearance of models with a waffle sole and renaming in Nike.
Soon, the firm produces to the market (absolutely accidentally and not wishing himself) another brand that will fight for our hearts and wallets. As we remember, Nike has previously engaged in reselligents of Japanese sports shoes - and now the company Onitsuka Tiger, the Eastern Brand is loved by Americans, becomes independent and starts selling himself under the new name asics. The name is an abbreviation from Latin Anima Sano in Corpore Sano, that is, "in a healthy body a healthy mind." Their competitors, the Mizuno brothers from Mizuno Shop, made a bet on the USSR, becoming the sponsor of the Olympics-80.
Star couple
We have already talked about the fact that it is in the world of advertising sports shoes - the largest concentration of world stars. What is one contract of the great basketball player Michael Jordan with Nike: their joint creation of AIR (that is, "air", and after all, Jordan is famous for its incredibly high jumps) still brings the company, and the athlete unprecedented fees. Another eloquent union is the lifelong cooperation of the rapid man of Usayna Bolt and Puma. The third player from the big three, Adidas: the company made a bet on collaboration with the show business stars, such as Rapper Kanye West.
It is thanks to the cooperation of sports manufacturers with celebrities, as well as the exceptional functionality of the sneakers in the middle of the eighties, the conquest of all over the world began. But the first legends of the Golden Age of Hollywood were the first to surrendered - such as James Dean, who flashed with Kedami in "Buntar for no reason." Then risked to put on sports shoes on the red carpet Woody Allen and Kurt Cobain (here he was expected from anyone!). And there went, went: sneakers become episodic heroes of cult films, such as "back to the future" (remember the spectacular self-fitting models), "Forest Gump" (in what, in your opinion, the main character fled through the whole country?)
Penetration into the world of high fashion happened in the middle of the eighties, when Gucci was released on the podium of models in sports canvas. Then there were experiments from Prada and Calvin Klein, and then each self-respecting home considered his duty to expand the line of sneakers. Since then, sports shoes have ceased to be considered fashionable taboo in the "High" establishments: in Snickers began to go to clubs in the theaters.
Today we can choose from a huge number of brands and models - here are sneakers, and Originals, sending us to the sources of sneaker. Sports shoes combine with all the elements of the basic wardrobe: jeans, skirts, light dresses. This comfortable shoes opens up for us not only the world of sports, but also new variants of stylish images. Forward, towards experiments with star couples!
Christina Korolev
Christina Korolev, Fashion Expert: "No first season of sneakers are confidently walking ahead of all fashionable shoe echelon. And there is nothing surprising in this: this is a comfortable shoe, which can be worn as men and women. From sports shoes, they turned into universal and became an integral part including the ladder wardrobe. Previously, the hairpin was a fetish. Beautiful, but not very comfortable shoes slowed down a woman, made more vulnerable. Today, the representatives of beautiful sex have become more mobile, active, seek to make a career and earn on a par with men. Sneakers help support this life rhythm. Thanks to numerous collaborations of brands with musicians, artists and infoensors, some models have become the subject of desire and collectibles. Sneakers in the wardrobe today is a statement. The statement that fashion was submitted to comfort and convenience, a statement of love for himself and that it is possible to look fashionable and at the same time feel comfortable. "