Is there a garment that has risen to prominence faster than the once-forgotten sneaker? The sneaker’s rise from fitness shoe to high-fashion staple reflects some of the most significant pop-culture developments of the last few decades, from advertising and mass production to hip-hop and the NBA’s influence.
The Rise of Sneaker Culture, a global exhibition exploring the history and cultural relevance of sneakers, will be on display at the Brooklyn Museum until October 4th.
But, according to Elizabeth Semmelhack, senior curator of the originating show at Toronto’s Bata Shoe Museum and author of the accompanying Rizzoli book, the story is more complicated than we may believe. “When the first sneakers debuted [in the 1800’s], they were themselves luxury items,” she recalls, recalling the exorbitant cost of rubber and the dearth of spare time among the working class.”In a strange manner, we’re come full circle.”
A cult of sneakerheads is born with Air Jordan 1
Michael Jordan was only a rookie at the time (although one who had already won an Olympic gold medal), but that didn’t stop Nike from signing him to a five-year endorsement agreement in 1984. With that arrangement came the opportunity to wear and promote an exclusive new shoe: the Air Jordan.
The red-and-black sneakers (which matched Jordan’s Chicago Bulls outfit) were initially prohibited by NBA commissioner David Stern, who stipulated that shoes worn on the court must be predominantly white. Jordan famously wore them nevertheless, and Nike was fined $5000 each game.
Semmelhack says “He becomes an icon of individuality, of bucking the trend, and the shoes that he wears suddenly become something that every guy wants to have.”
The shoe’s initial public release in 1985 is largely credited with launching modern sneakerhead culture, a subculture of sneaker collectors and fans that follow new arrivals with the same zeal as classic cars or Swiss watches.
Since sneakerhead culture is growing in popularity, there are a variety of matching things available, particularly T-shirts. If you’re looking for these matching T-shirts, visit the websites listed below.
