History of sneakers - Designsnake®
- Designsnake®
- 25 mars 2019
- 2 min de lecture
Dernière mise à jour : 9 mai 2019
The sneaker refers to a sports shoe diverted to urban and everyday use. Derived from models designed for sports, they are appreciated for their comfort and style. In fact, sneakers are also fashion accessories that were used in the hip-hop world in the 1980s before becoming streetwear brands in the 2000s that are spreading into popular culture.
In many countries, especially in the West, these shoes are very much worn on the streets. Teenagers are the main wearers of the sneaker as an everyday shoe, with the encouragement of advertising campaigns by major specialized brands2, but other ages like to wear them. For urban use, multi-sport shoes, or models from the 1960s-1970s reissued, are the most worn.
The sneakers are designed for their comfort and discretion; these shoes mark a break with the shoes traditionally used for daily use.
From the 1950s onwards, the proportion of time spent on leisure time increased considerably. In addition, sneakers are increasingly used in school uniforms. Sales of sneakers are increasing exponentially, until they compete with sales of traditional leather shoes. During the 1990s, sneaker brands increasingly focused on the aesthetics of shoes and used marketing to sell them to as many people as possible. Sneakers are then chosen less for their comfort than for the identity they shape for the wearer.
The consumption of sneakers was very "male" at first. From the beginning, OEMs did not adapt their marketing strategy to women to avoid tarnishing the masculinity of their brand image.
Historically, sport has been associated with a male social role, the consumption of these products and therefore sneakers reaffirms the male identity of the consumer. However, today, if you look down in the street, you can see that more and more girls and women are wearing sneakers.
Sneakers have become a religion, an element of identity. Today, people who share the same brand culture are building their own virtual communities to share their passion. The basketball business is worth 26 billion dollars, of which only 20% comes from sport and 80% from life style (hip-hop and urban fashion), dominated by Adidas and Nike.
Links for you :
Comments