The world goes nuts for sneakers. They’re talked about everywhere ― in magazines, on the street, and at the barber shop. There are sneaker fairs, and people even write books to keep track of them all. At some point, a term was even coined to describe sneaker collectors.
Since the 1920s, sneakers ― whether high-tops or low ― have become more and more a part of culture. Sneakers are a way to personalize design, music, sport (and more). Only a few pairs, though, made history, influencing youth for generations.
In 1991, Nike released a commercial series starring as main characters: the Atlanta-born American director ― Spike Lee ― and the man who be named, according to influential sources, ‘The Greatest Player of the National Basketball Association (NBA)’: Michael Jeffrey Jordan.
We went back in history, finding the 7 sneakers that made a big impact. These were the sneakers that inspired arts, people, and movements.
Superga Cotu 2750 (1925)
The first shoe to actually be called “sneakers” were made in Italy and were created by Superga, a Turin-based company founded in 1911. Their vision was to produce very minimalistic canvas and rubber-soled shoes for the local market.
The first sport they targeted was tennis in 1925, with the Cotu 2750. Throughout the years, the shoe evolved from the tennis court to become streetwear. The shoes were worn both by men and women ― everyone could love them. This pair of shoes remained popular throughout generations of Italians, often in the “rich kids” crowd.
Converse Chuck Taylor All Stars (1932)
Basketball, always a cultural force, had a big influence in sneaker culture (and vice versa). In 1918, the American company Converse started producing high-top canvas and rubber-soled shoes made for basketball.
The player Charles Hollis “Chuck” Taylor wore them every time he hit the court. In 1921, he knocked on the company’s door looking for a job. He quickly was hired as their new salesman. Meanwhile, he continued playing (and then later, coaching). In 1932, the company named a pair of shoes in his honor: Chuck Taylor All Stars, among the most iconic shoes ever seen.
Onitsuka Tiger Mexico 66 (1966)
In Kobe, Japan, Asics was established in 1949. In the “Land of the Rising Sun,” Asics is known as Onitsuka Tiger. These leather shoes with a very low upper are made for fast movements ― you can see yourself almost boxing in them.
American director Quentin Tarantino took notice of the kicks, using them in Kill Bill: Volume 1 and 2. They were worn by the gorgeous heroine Beatrix Kiddo, played by Uma Thurman. They were the Mexico 66 style: yellow with classic black branded stripes.
Adidas Gazelle OG (1968)
In Germany, Adidas began kicking ass after splitting from its mother company in 1947. The divorce was due to a disagreement between the two brothers/founders; the other brother went on to found rival brand Puma.
One pair of Adidas’ shoes influenced both sport and music: the Adidas Gazelle, and its premium version OG. The shoe was loved by celebrities. Notable fans included Jay Kay, the Jamiroquai singer, (who wore them every time he was on stage) and the American swimmer Mark Andrew Spitz, who wore them right before he won the gold medal at the 1972 Olympics. The rest is history.
Vans Era (1976)
In California, skate fashion influences surf fashion (and vice versa). Even though the infamous Lords of Dogtown movie came years later, it’s crucial to understand the importance of Vans in the “board culture”.
In the 1970s, skateboarders secretly rode in the Beverly Hills rich kids’ empty pools, training when the water was drained. Three legends wrote the history of surfing: Stacy Peralta, Tony Alva, and Jay Adams. They inspired every other fellow who came next.
What did these surfers and skaters have in common? Vans.
In 1976, American company Vans started selling Era, a pair of canvas and rubber-soled shoes, which became a status symbol for surfers and skaters alike. Later, they were well-loved by many generations.
Air Jordan 1 (1985)
Nike began to dominate the sneaker market in the 90’s. From this point on, the brand began its mission to conquer the sneaker world, and no one has been able to beat the company since. Their strategy: the American brand bet on sports since day one. And it did this with the biggest names in each sport.
Who did they sponsor? Michael Jeffrey Jordan ― popularly known as “MJ.” In college, he began his impressive career in basketball; he led his North Carolina Tar Heels to win the National Collegiate Athletic Association (NCAA) title in 1982. MJ was then ready to play high-stakes in the NBA; the Chicago Bulls selected him in the third round of the 1984 Draft.
You know, sometimes you can’t predict the future; it was not clear to everyone in the league that, soon, MJ would become the number one star in the sport. But, Nike saw something in him early on and decided to brand an entire shoe collection with his name. The first Air Jordan came out in 1985. They were made of leather and in a high-top style, to protect the ankles. The were red and black, just like his team colors.
Nike Air Max 1 (1987)
During these years, Nike did everything right (and hasn’t stopped since). Nike designer Tinker Hatfield was inspired by Centres George Pompidou’s architecture in Paris and wanted to revolutionize sneakers even further.
“Nike-Air is not a shoe,” says the first commercial. The brand new Air Max 1 hit the market in 1987. They were low-top shoes, made of red and gray leather and canvas. What was so revolutionary about them? Hatfield’s innovation was all about sole: he created tiny side vents to release air, and make an impact and landing softer.
After the huge success of the first Nike Air, a new model came out each year following, forever revolutionizing the way we think about sneakers.
