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101 Things You Didn t Know About Sneakers

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					 101 Things You               around 1900.                    to       have     problems
                                                              regardless of what it looks
  Didn't Know                 5 It took Nike three
                                                              like. It covers a pretty big
 About Sneakers               launches to make its
                                                              area of real estate." And
                              skateboarding line a
Sneakers 101: Class is                                        thus it seems that Nigo
                              success.
                                                              may continue pumping Air
now in session
                              6 Nike could sue Nigo, but      Faux-ce 1s all the livelong
                              the company probably            day, ay!
                              wouldn't win.
Pay attention there
may be a quiz or              Anyone who's ever looked
contest   on    our           at one of A Bathing Ape's
Facebook Fan Page             popular      Bapestas     has
                              surely      noticed     their
[www.facebook.com
                              striking similarity to Nike's
/dripmagazine]                Air Force 1s—sans swoosh
                              and plus gaudy colorways.
                              Though neither Nike nor
1 One of the earliest         Nigo will comment on this
references to "sneaks"                                        7 Known as a California
                              astounding likeness, one        skate company, Etnies
appears      in      James    can't help but wonder if
Greenwood's 1873 account                                      actually started in France.
                              Nike could sue Nigo for
of London life, 'In Strange   patent infringement? "If [a     8 Goodyear, a division of
Company.'                     sneaker is] functionally the    the U.S. Rubber Company,
                              same but looks a little         is       the      original
                              different, you're safe," says   manufacturer of Keds.
                              Dick Turner, a partner at       9 Samuel L. Jackson and
                              the Sughrue law firm in         Eric Clapton are celebrity
                              Washington,              D.C.   fans of Hiroki Nakamura's
                              "Changing things just a         exclusive        Japanese
                              little bit will change the      sneaker brand VISVIM.
                              look enough where it will
                              be outside of the design        10     Oakley   designed
2 The management team         patent. To win on a design      sneakers for the U.S.
that resurrected Adidas in    patent it almost has to be      Special Forces.
the '90s was made up          copied."             Sneaker
primarily of ex Nike execs.                                   11 Jerry Seinfeld owns over
                              companies file for design       500     pairs    of   mint
                              and technology patents by       condition white sneakers
                              submitting a drawing to
                              the United States Patent        12 By dividing the model
                              and Trademark Offices.          number by 10, you can
                              (According to the USPTO's       determine               the
                              website, Nike owns over         approximate retail price of
                              2,000 patents.) While           a New Balance sneaker.
                              design patents are a fairly     (i.e. NB574=$57.40)
                              recent phenomenon, it's         13 The letters D and C are
                              much easier to file for         the 4th and 3rd letters in
3 Nike Inc.'s finances have   technology infringement.        the alphabet, and many of
never been in the red.        "Take      the      [Reebok]    the details on DC's shoes
                              Pumps,"      Turner     says.   are based either on 3s, 4s,
4 A.G. Spalding made the
                              "Anybody else that makes        or the combination of the
first  basketball  shoe,
                              a pump-able shoe is going       two, 7.
14 The Air Force 1 was the     customization went from        bronzed soles       set   in
first basketball shoe to use   niche hobby to overpriced      concrete.
air technology when it         mainstream trend, Vans
                                                              20 In 2001, K-Swiss
debuted in 1982.               was on it. With its
                                                              acquired the rights to
                               understated designs, Vans
15 The Air Max 1, which                                       Royal     Elastics.    Royal
                               may not seem like a
debuted in '87, was the                                       Elastics prides itself on
                               beacon of cutting-edge
first Nike to expose the air                                  making sneakers that are
                               creativity. But don't get it
bubble.                                                       "elasticated." Ironically, K-
                               twisted;    the    company
                                                              Swiss are designed to
                               started         customizing
                                                              prevent stretching.
                               sneakers in March 1966.
                               Founder Paul Van Doren         21 In True Crime: New
                               believed in selling shoes      York City, players have to
                               directly to customers and      search for special-edition
                               allowed them to bring          Puma sneakers and return
                               fabric to the factory to be    them to shoe stores. Puma
16 Jacob The Jeweler           turned into a shoe. "We're     produced the actual Puma
created     a   diamond        known for having funky         x True Crime RS-100
encrusted Allen Iverson        patterns      and     doing    sneaker, and they could be
"Question" sneaker with        Hawaiian prints, and stuff     found in the same stores
246 white-gold diamonds.       like that," explains Vans      featured in the video game.
It sold in 2004 in the         spokesperson          Chris
Eastbay catalog holiday                                       22 When the original Nike
                               Overholser. "And the way       Dunk pack was released in
gift guide for $65,000.        that started was people
What a steal!                                                 school colors to NCAA
                               would bring in their board
                                                              basketball           teams
17 Phil Knight and Bill        shorts that got too ratty,     (Michigan,        Syracuse,
Bowerman started Blue          and we could pull fabric
                                                              Kentucky),     Georgetown
Ribbon Sports, Nike's          from them and make them        wanted to have its own
forerunner company with        into shoes." The company       distinct model. As a result,
$500 each. B.R.S. is now a     put a halt to its custom       the team received a
division       of      Nike    business when its factories
                                                              Terminator     that    read
specializing in clothes that   moved overseas in 1995. In     "Hoyas" across its back.
complement its kicks.          2004, Vans got back in the
                               game with its website,         23 In 1985, the NBA
                               shop.vans.com. Who want        banned the red and black
                               what?                          Air Jordan Is because they
                                                              were "too colorful," and
                                                              fined Jordan for wearing
                                                              them. The move spawned
                                                              the marketing campaign
                                                              "Banned By The NBA."
                                                              24 On May 27, 1990, a
                                                              huge shipment of Nikes
                                                              got lost at sea.
18 Customization is all the
rage today, but it's nothing                                  In one of the strangest
new to vans.                                                  shipping accidents ever,
                                                              80,000 pairs of Nikes
For those who believe Nike     19 Rocky Balboa wore           went missing in the Pacific
i.d. is the best thing since   Converse. The "Rocky           Ocean en route from South
shelltoes,    peep     game.   Steps" at the Philadelphia     Korea    to    the    U.S.
Before               sneaker   Museum of Art have his
Oceanographer           Curtis   Flubber as you do getting       DC does build skate shoes
Ebbesmeyer has been              Starbury     and    Stevie      tough enough to handle
recovering Air Solo Flight,      Franchise to improve their      the         rigors      of
Strike Force, and Pegasus        teammates.                      skateboarding. "We test
from      that      overboard                                    our kicks in the most
shipment ever since. "Nike                                       abusive way possible—with
makes durable shoes," says                                       a skateboard," says DC
Ebbesmeyer. "Apparently                                          Founder and Chief Brand
they're tougher than the                                         Officer Ken Block. He
ocean." Now, Ebbesmeyer                                          wouldn't comment on the
tracks their movement. "If                                       possibility of stealing G-
you follow the shoes you                                         Unit from RBK.
can follow the currents."
He says a shoe from the
spill can drift at an average
rate of seven miles per day.     26 Bulletproof?
"There's 24,000 miles
around the Earth at the          When        hip-hop      and
equator. So they've been         skateboard            culture
floating long enough to go       converged, it was a no-
around the world twice."         brainer that some poor
Dope floats, indeed.             skate kid was gonna get         27 The Beatles felt Nike
                                 shot. Luckily for Dante         subverted           their
                                 Formosa, he was wearing         "Revolution."
25 Sneakers got their first      pro      Colin       McKay's
shine on the silver screen       signature Havocs from DC        In 1987, Nike used the
in 1961.                         Shoes. On July 4, 2004,         Beatles song "Revolution"
                                 Dante—12 years old at the       in a commercial after
In addition to talking deer                                      reportedly paying Capitol
and magic nannies, Walt          time—was       enjoying     a
                                 Philadelphia       fireworks    Records Inc. $250,000 for
Disney Pictures was also                                         the     North     American
the first movie studio to        show when shots rang out.
                                 "I looked down and saw a        licensing rights. Apple
highlight     performance                                        Records,     the    Beatles'
sneakers. In the 1961 film       hole in my shoe. I took my
                                 shoe off. It was all bloody,"   recording company across
The     Absent      Minded                                       the pond, had adamantly
Professor,         physical      Dante told NBC News. "My
                                 friend pulled out a bullet."    opposed the transaction
chemistry     Prof      Ned                                      and sued Nike Inc., Capitol
Brainard invents a gravity       Apparently DC's rugged
                                 design, meant to protect        Records Inc., EMI Records
defying substance called                                         Inc.,        and        the
Flubber ("flying rubber")        from grip-tape abuse,
                                 slowed the stray bullet.        Wieden+Kennedy
and successfully tests it on                                     advertising agency for $15
the struggling basketball        Dante was wounded, but it
                                 could have been much            million. Capitol-EMI said
team. With a little dab of                                       that Apple director and
Flubber added to the soles       worse. "I am happy that
                                 our durability can stop a       shareholder Yoko Ono had
of its players' sneakers,                                        supported the deal. An
Medfield overcomes a 43-         bullet; my next shoe will
                                 have Kevlar sides just for      out-of-court     settlement
point deficit and defeats                                        eventually    resolved    a
rival Rutland College.           that reason," jokes Colin
                                 McKay. "Oh, and they will       tangled web of lawsuits
Knicks fans, relax; movies                                       between the Beatles and
are make-believe. You've         work well for skating, too."
                                 While never intending to        their American and British
got about as good a chance                                       record companies, and the
of getting your hands on         produce a shoe that could
                                 withstand a blast of lead,      terms have been kept
secret. In March 1988,         in 1997, died rocking fresh    Launched in 2005, the
Nike stopped airing ads        black      leather     Nike    Adidas 1 running shoe
featuring  "Revolution."       sneakers with a white          features     a      magnetic
When in doubt, blame           swoosh,      giving    new     sensor, a microprocessor
Yoko.                          meaning to the term "fresh     capable of five million
                               to death."                     calculations per second,
                                                              and a motor-driven cable
                               31    Ès   and   Emerica
                                                              system      that      adjusts
                               are divisions of Etnies
                                                              compression               and
                               Sole Technology.
                                                              cushioning based on your
                               32 The limited edition         weight and the strength of
                               New       Balance      547s,   your footfalls. It is not the
                               attributed                to   first    computer       shoe,
                               graffiti/graphic      design   however. In 1984, the
                               legend Haze on eBay, were      Adidas           Micropacer
                               actually designed by Josh      boasted        a       digital
                               Widcomb. [See p. 25, flip,     pedometer in the tongue
28 Michael Jordan nearly
                               for Haze's real NBs.]          that displayed distance,
ended        his       Nike
                                                              time, average speed, and
sponsorship after his first    33 Nike employed Hunter
two sneakers. In an            S. Thompson collaborator       caloric expenditure. By
                               Ralph Steadman for the         1985, the more complex
attempt to convince MJ of
Nike's commitment to           launch of its 180 Air line.    Puma RS featured a
him,     designer    Tinker                                   computerized pedometer
                               34 Converse Chuck Taylor       that could transfer data to
Hatfield included him in
                               All-Stars, first marketed in   an     Apple       IIe      or
the design process—an
                               1917, are the all-time best-   Commodore 64 after the
unprecedented move at
                               selling sneakers, with total   run.     With      improved
the time. The Jordan III
                               sales nearing 600 million      technology, now humans
was the first in the line to
                               pairs.                         can serve their computer
feature the Jumpman logo,
and it helped convince him     35 In 2005, Air Force 1s       masters      even       while
                               accounted for $1 billion in    running from them!
to stay.
                               Nike sales, and a profit
                               margin of 70 percent.
                               36 In 1980, the branded
                               athletic shoe business was
                               less than $1 billion. Today,
                               industry experts put it at
                               close to $8 billion, not
                               including accessories and
                               clothing.
 29 Michael Jordan wanted
to sign with Adidas in                                        38 Footloose
1984, not Nike. He was a       37 Computer love
                                                              Eccentric,    6'11"    NBA
self-described      "Adidas                                   center Darryl "Chocolate
nut," and told his agent                                      Thunder" Dawkins was a
that if the deal was even                                     true pioneer. In 1975 he
close he'd sign with them.                                    was the first high school
30 Members of the                                             player to go directly to the
Heaven's Gate cult, which                                     league, and he made
conducted a mass suicide                                      history by shattering a
                                                              backboard with a dunk in
1979.       His        oddest     renamed Nike, Phil Knight       they tried [the Romulus]
groundbreaking came in            proposed       the     name     on, the conversion rate
'82, when the Nike-               Dimension                  6.   was 100 percent." Still,
endorsed behemoth was             45 Carolyn Davidson, the        neither guarantees a Slam
offered money by rival            Portland State University       Dunk title.
brand Pony. Instead of            graphic design student
taking sides, he took the         who designed the Nike
money and wore one shoe           swoosh in 1971, was
from each company (Nike           originally paid a fee of $35.
wasn't      amused        and     In 1983, Nike gave her
promptly             dumped       shares of its stock and a
Dawkins).               Okay,     diamond ring featuring the
considering that Dawkins          swoosh.
claimed to hail from the
                                  46 Arthur Ashe, the late
planet Lovetron, where his                                        48 In 2002, the Jordan
                                  tennis star whose name is
girl Juicy Lucy still lived, it                                   XVII retailed for $200 and
                                  licensed for a shoe line
may not have been his                                             was the most expensive
                                  through Run Athletics, was
oddest moment.                                                    sneaker ever at retail.
                                  the first African-American
                                  man to win Wimbledon, in        49 William Riley, founder
39 The name Adidas was            1970. Sadly, apartheid kept     of the New Balance Arch
derived from its founder,         him out of the South Africa     Company in 1906, based
Adolf "Adi" Dassler. Puma         Open. Don't hate the            early designs on chicken's
was started by Rudolf             player, hate the game.          feet.
Dassler, Adi's brother, in
1948, after the two had a                                         50 New Balance makes up
                                  47 Dee Brown was the first      to six different widths—
personal falling out.
                                  NBA        Slam        Dunk     from 2A to 6E.
40 Nike did not terminate         Champion to wear Reebok
Kobe Bryant following his         Pumps.                          51 The Nike waffle sole
arrest for sexual assault in      At the 1991 Slam Dunk           was originally called the
July 2003.                        Contest, Brown repeatedly       "nipple sole"      by  its
                                  pressed the inflatable          inventor, Bill Bowerman.
                                  basketball on the tongue of     52 After realizing that they
41 Reebok spent $25
                                  his     Reebok       Pumps,     wear the same size, Steven
million promoting the Dan
                                  sprinted    down      court,    Malkmus of Pavement
vs. Dave decathlon battle.
                                  leaped, and flushed a           once traded a pair of
42 Martina Hingis blamed          diagonal left-handed slam.      sneakers with Damon
Sergio Tacchini sneakers,         The company sold 20             Albarn of        Blur    and
which she endorsed and            million pairs of the $170       Gorillaz.
wore, for her seemingly           Pumps in four years, but
career ending ankle injury        their popularity faded. The     53 Skater Stevie Williams
in 2002. She began                Pump's latest edition is the    was first signed to DC
competing again this year,        Romulus, a high-tech            shoes, but now skates in
wearing Adidas.                   upgrade. "When we took          his own line of Reebok
                                  prototypes out, we had the      DGK      models.    "DGK"
43 Diadora has a museum                                           stands for William's group
devoted to its history and        manual pump and the new
                                  version," says Bill McInnis,    of friends, who went by the
athletes housed in the                                            name "Dirty Ghetto Kids."
basement of its store in          Reebok's     Director     of
Florence, Italy.                  Advanced           Concepts.    54 Reebok signed Allen
                                  "Everybody picked the           Iverson to a lifetime
44    Before    B.R.S.    was     pump ball first, but once       contract on November 28,
2001. A.I. gets a reported    only $611 million of the $8   undefeated since 1950—
$7 million a year from the    billion that customers        and having trouble with
company.                      spent on footwear during      the stadium's sloppy turf.
                              2005.                         "Adi had a very close
55 Jordans are released on
                                                            relationship with the team
Saturdays so that kids        63 Skate legend Tony
                                                            and worked with them,"
don't skip school to get      Hawk and MTV jackass
                                                            says Ben Pruess, Global
'em.                          Bam Margera skate in
                                                            Head of Heritage for
56     Gwen       Stefani's   Adio footwear, a sneaker
                                                            Adidas. "He introduced a
L.A.M.B. clothing line        company based out of Cali.
                                                            new piece of footwear with
makes sneakers through
                              64 Nike SB sneakers have      a screw-in stud, which
Royal Elastics for both
                              monthly drops rather than     gave       players    better
women, and, believe it or
                              hard release dates, making    traction."         Germany
not, men. That shit is
                              it harder to predict when     pounced with two quick
bananas, B-A-N-A-N-A-S!
                              they'll arrive in stores.     goals to tie the match 2-2,
57 K-Swiss's five-stripe                                    and with six minutes left,
                              65    The big sneaker
design is utilitarian; it                                   Helmut Rahn scored the
                              companies, such as Nike
helps prevent stretching.                                   game        winner     after
                              and Adidas, own viewing
                                                            Hungary's keeper slipped
58 Marc Jacobs bases the      boxes at most large
designs of the Louis          sporting events like the      on the wet grass. It was
Vuitton      sneakers  on     U.S. Open and NBA Finals.     Germany's first World
"ordinary occurrences and     However, should you step      Cup,         but       more
everyday anecdotes." You      into their box wearing the    importantly, inspired a
                                                            nation devastated by war.
couldn't tell?                sneakers of a competitor,
                                                            "This sporting event really
                              you may be promptly
59 Reebok almost signed                                     gave them pride," Pruess
                              asked to go barefoot— or
LeBron James to a $75                                       says. Proof positive, a
                              offered to exchange your
million-dollar  contract,                                   dramatic feature about
                              shoes temporarily for the
until Nike snatched him                                     events surrounding the
                              host brand's.
up for $90 mil.                                             game, Das Wunder Von
60 In 2003, Reebok signed                                   Bern, was released in
                              66 Adidas helped win a        Germany in 2003. Adidas
a three-year-old basketball
                              World Cup.                    is for the children!
prodigy    named      Mark
Walker. They scooped the
youngster after his parents
sent in a video of Walker
making 18 consecutive free                                  67 MTV refuses to play
throws on an 8-foot hoop.                                   Nelly's "Air Force Ones"
In a press release Reebok                                   clip.
referred to Walker as
"short of everything but
talent."
                              At the 1954 World Cup,
61 Nike co-founder Bill       Adidas    founder   Adi
Bowerman once thought         Dassler made a halftime
the large swoosh made the     adjustment   even   Phil
shoes appear heavy.           Jackson would be proud
62 According to market        of. The underdog West
                              German soccer team was        "Air Force Ones" were the
research company The
                              down 2-0 to Hungary's         three dirty words Nelly
NPD Group, sneakers
                              "Mighty       Magyars"—       couldn't say on Music
priced over $100 made up
                                                            Television. In early 2003,
MTV, MTV2, and VH1             "Made in the USA," but the    older     Darryl     "DMC"
banned the "Air Force          company has factories in      McDaniels. "In the '80s, I
Ones" video due to             China and was taken to        was always afraid to mess
excessive           product    court over the claim.         with it because it was too
placement. For those MTV                                     fly for me," D remembers.
                               74 Reebok is named after
die-hards who refused to                                     "I can get fly now." While
                               an African gazelle called a
watch BET, which did                                         artists like the Fresh
                               Rhebok.
show the video, here's                                       Prince and LL Cool J were
what you missed: Nelly         75 Skechers and L.A. Gear     known to rock the triangle
and the St. Lunatics           are both the brainchild of    rooster in the '80s, the
perform an impromptu           Robert Greenberg. Say         brand (which was actually
concert after fans interrupt   what you say, he's rich.      owned by Adidas until
their shopping spree. How      76 Adidas's three-stripe      1995) has been largely
did you live without that?                                   unknown to American
                               logo   is    rumored     to
                               represent the three sons of   consumers in the last 10
                               Adidas     founder,    Adi    years. "DMC is known for
68 Adidas's Stan Smith is
                               Dassler.                      making Adidas what it is
named after a tennis
                                                             today,"    says     Jennifer
player who won two U.S.
                                                             Delevante,        Marketing
Opens and Wimbledon in
                               77 On the Coq                 Communications Director
the early '70s, not the
                                                             of newly launched Le Coq
titular character of Fox's
                                                             Sportif North America.
'American Dad.'
                                                             "He considered Adidas to
69 In August 2005, Adidas                                    be part of his great past,
acquired Reebok for $3.8                                     but     he's     reinventing
billion—the deal should be                                   himself, and he needed
finalized by this summer.                                    something      new.     He's
70 Reebok and Pharrell                                       become         a      brand
share a love akin to                                         ambassador." While the
Eminem and Kim. After                                        company's new ads will be
                                                             tied to the release of his
falling out and threatening
to sue each other, the two     It might not produce an       new album, Checks, Thugs
                                                             and Rock 'n Roll, D is
reconciled and went back       anthem like "My Adidas,"
into business together. You    but legendary rapper DMC      more than just a public
scream, I scream, we all       has found his new fit in      face. With        input   in
scream for Ice Creams!         upscale French sneaker        colorways, cuts, and styles,
                               brand Le Coq Sportif. After   he's helping to define the
71 Until 1966, Converse                                      future of the brand. "I'm
                               seeing Run's "Time For A
All-Stars   were   only                                      not just another rapper
                               Change"     Phat     Farm
available in black and                                       with a sneaker line. That's
                               sneaker campaign and
white.                                                       the worst thing that I could
                               undergoing       personal
72 The 1992 film Sneakers,     revelations (he recently      ever do," he says. "We
which    starred    Robert     discovered that he was        didn't do Adidas for any
Redford      and      River    adopted),      D      went    commercial reasons, that's
Phoenix, had nothing to do     searching for a shoe that     what we wore. This is what
with sneaks. FYI, the          would match his new           I wear now." Just close
forthcoming documentary                                      your eyes and imagine a
                               persona. When a friend
Just For Kicks, does.          brought him to Le Coq         concert       hall      with
                               Sportif's showroom, he        thousands of 40-year-olds
73 New Balance sneakers                                      holding their Le Coq
were emblazoned with           immediately knew he'd
                                                             Sportifs proudly over their
                               found a sneaker for an
heads.                         which translates to "a        and found him. It was
                               sound mind in a sound         lucky. He could have not
                               body."                        been there. They decided
                                                             right then to make the
78 The Nike Air Max 95         83 Featuring a kangaroo-
                                                             deal."         Sometimes
design was based on the        esque pouch, Roos were
                                                             opportunity      knocks,
human body. The midsole        endorsed by former NFL
                                                             literally.
represents the spine, the      rushing leader Walter
graduated             panels   Payton.
represent the muscles, the                                   86 When Saucony started
                               84 Only Nike and Reebok
lace loops are the ribs, and                                 in 1910, it made "carpet
                               sell   more     basketball
the mesh represents the                                      slippers,"     constructed
                               sneakers than And 1.
skin.                                                        from actual rugs.
79 In 2005, Reebok pulled                                    87 The Air Max 360 heel
a 50 Cent commercial           85 Etnies made the first      pull-tab with two lines
because it showed 50           pro-model skate shoe.         inside a 16-dot circle
counting from one to nine,                                   represents the birthday of
referring to the nine times                                  designer Martin Lotti.
he was shot. Reebok
                                                             88 The "PF" in PF Flyers
thought it was a positive
                                                             stands    for   "posture
message, but a mother
                                                             foundation."
whose son was shot to
death complained, so the
company pulled the ad.                                       89 Fabolous got his kicks
80 Keds was the first                                        collection         exposed
company to call its rubber-                                  on ESPN's 'It's The Shoes.'
soled shoes "sneakers."
                               Founded 20 years ago by
                               the Rautureau Apple Shoe
                               Company                and
                               skateboarder          Alain
                               "Platoon"       Montagnet,
                               Etnies was the first shoe
                               company to be owned by a
                               skateboarder, to develop a    When ESPN's Kevin Wilde
81 In 1968, Puma became        pro-skate shoe, and to sign   and David Jacoby decided
the first shoe to introduce    a skater to a contract. It    to make a show about
Velcro fasteners.              was luck—as much as           sneakers, Bobbito Garcia
                               visionary   thinking—that     was the first and last name
                               helped bring about the        on their list of hosts, and
                               signing of California's       rightly so. Garcia, famous
                               Natas     Kaupas.     "The    for     hosting       Stretch
                               original owner came to        Armstrong's popular '90s
                               Venice Beach," explains       college radio show, penned
                               current C.E.O., owner, and    the groundbreaking article
                               ex pro-skater Pierre André    "Confession of a Sneaker
                               Senizergues, "and saw         Addict" in The Source in
                               Natas on the cover of         1991, as well as the sneaker
82 Asics is an acronym for     Thrasher, so he went to a     culture tome, Where'd You
the Latin phrase "Anima        local skate shop, got his     Get Those? New York
Sana In Corpore Sano,"         address, went to his house,   City's Sneaker Culture:
1960 to 1987 [Testify, '02].   1989, Western brands          1997. Since then, Hill has
The producers had no idea      soon buried the once          played in only 249 games.
the resulting half-hour        popular Tiszas. "Slowly, we   In two and a half seasons,
show, which airs on            are getting over this shock   LeBron has already played
ESPN2 at 12:30 a.m. on         of capitalism and these       in over 200.
Tuesday       nights,   and    new brands," says 23-year-
                                                             95 In 1991, MC Hammer
features     segments     on   old Tisza designer Zsofi
                                                             was endorsing British
sneakerhead dons like          Fenyvesi. The line was re-
                                                             Knights.
Flight Club's Chris Ridell,    released in 2002 and
and      celebs     Carmelo    Hungarian             youth   96 When Reebok signed
Anthony and Trick Daddy,       embraced Tisza, the only      Yao Ming in 2003, it was
would expose F-A-B-O's F-      fashion and shoe company      the first time the company
A-U-X collection. "All the     to design and produce in      won      an    endorsement
kids on niketalk.com were      their country. It's a         battle against Nike.
like, 'Yo, Fabolous was        distinction that also keeps   97     Andy      Roddick's
showing       some      fake   the shoes, um, limited        signature Reebok shoe was
Jordans on the screen and      edition. "It would be great   called the "Figjam DMX."
he didn't even know it,'"      to have products in other     "Figjam," which stands for
Bobbito recalls. "I don't      countries," says Fenyvesi,
                                                             "Fuck I'm good…just ask
think he knows to this         "but it isn't worth it        me," comes from the
day." The same haters          because the shoes are         nickname of Aussie Rules
might be inclined to think     produced in Hungary, not      Football player Nathan
that Fab's kicks aren't the    Vietnam, so it cannot be      Buckley.
only phony thing about         sold cheap." For us, by
sneaker TV. "You got a         us—for real.                  98 Nike Air technology
host that got legitimacy up                                  was born in 1979.
his fuckin' asshole," says                                   99 LA Gear still exists.
                               91 New York's Department
Bobbito, unfazed. "So just
                               of   Correction    forbids
sit back and enjoy it."
                               prisoners in NYC jails to
                               wear Nike Air or similar
90 Hungar For More             sneakers because razors
                               and drugs can be stored in
                               the hollowed-out sole of
                               the air bubble. Ironically,
                               prisoners    can     wear
                               Converse Weapons, as
                               they can't be used as a
                               weapons cache.
                                                             100 Nike Cortez        were
Thought every corner of                                      born at Asics.
the universe had been          92 DC Shoes's L.A.
dusted for retro sneakers?     headquarters stands on
Not     quite.   In   1971,    the very spot where
Hungarian athletic shoe        founder Damon Way was
company Tisza introduced       conceived.
sneakers in communist          93 Kurt Cobain died
Eastern           European     wearing a pair of black
countries as an alternative    suede Converse One Stars.
to    the    standard-issue
                               94 FILA signed Grant Hill     In 1969, Asics, then known
leather shoes. When the                                      as Tiger, released the
Iron Curtain dropped in        to an $80 million deal in
Cortez. Phil Knight, who'd
been a sales rep for Tiger
in the '60s, felt that he'd
been instrumental in the
development of the shoe,
so he took the design with
him when he left to form
the company that would
later become Nike. Thus
began a lengthy legal          Class is now dismissed.
battle. In '74, the courts
decided that both parties      Get   your   Chucks    or
had the rights to the          whatever you might be
design of the shoe, but that
Tiger could not use the        sporting on your feet and
name Cortez. As a result,      meet me on the Fan Page
the company renamed its
shoe the Corsair. Thirty       under the NOTE’s tab for a
years later, both models       change to win a Foot
are still available.
                               Locker Gift Card.

101 When it premiered in




'73, the Puma Clyde was
the      first      endorsed
basketball shoe. When it
came time to re-release the
shoe, Puma didn't have an
original     blueprint,   so
designers       and     shoe
engineers       meticulously
dissected an employee's
deadstock pair to re-create
the specs.

				
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