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How Nike Turned Running Shoes Into Fashion

 
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How Nike Turned Running Shoes Into Fashion
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IanRhodes



Dołączył: 08 Cze 2018
Posty: 3

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The first Nike shoes were made in a waffle iron. The running field near the Oregon home of the nike air max 90 mens for sale cheap runner and trainer Bill Bowerman was making a transition from cinder to an artificial surface, and he wanted a sole without spikes that would give him, and his trainees, needed traction as they ran on it. The three-dimensional lattice of the iron offered an answer, at least as far as the shoes’ soles went. As for the rest of the design, at least at first? It was utilitarian: made by runners, for runners, and concerned mostly with making their wearers lighter, and thus faster, on their feet.

off white air max 90 for sale That Nike is now one of the biggest and most recognizable brands in the world is largely the doing of Bowerman’s partner, the man who recently announced his retirement from the company: Phil Knight. Knight transformed Nike, not overnight but close to it, into a global powerhouse, known both for its successes and its controversies. In the process, however, he did something else: He turned athletic footwear into fashion.

nike air max 90 essential black and white It’s because of Knight that, for example, Kanye West has a signature shoe, the Yeezy Boost. And that, last January, Karl Lagerfeld of Chanel and Raf Simons of Dior sent signature sneakers down their runways. And that, last September, Alice Temperley styled her runway looks with sneakers. And that Mo’ne Davis, she of Little League World Series fame, has released a line of fashion sneakers for girls ($75 a pair). Knight knew, early on, what we take for granted today: that even the most practical of footwear—even the shoes we wear for such dull reasons as performance and, worse, comfort—can also function as fashion. He wasn’t in the shoe business, Knight insisted. He was in the entertainment business.
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