Tossude areng: naastudega sussidest 100 tuhande rubla eest tehnoloogiliste meistriteosteni

Today sneakers can be bought not only in sports, but also in ordinary shoe stores. And it can be both mass-market and luxury. Prices, respectively, vary from 2 to 200 thousand rubles. And this is not the limit! How did it happen that specialized shoes have become an everyday base? We understand the phenomenon of the popularity of sneakers.

disainer, stilist

This trend is loved for comfort. It is firmly entrenched in the closets of urban fashionistas. Even though I’m a designer of retrows, my team and I combine them with sneakers and sneakers. The result is a great combination – a floral dress and comfortable sports shoes! How did this combination become possible? To understand this, you need to dig deeper into the history of the question.

Where did it all begin?

The world saw the first prototypes of sneakers at the end of the XVIII century. Then people learned to make shoes from inexpensive and practical rubber. Initially, it was intended for the poor. This fact allowed the U.S. Rubber Company to establish mass production.

Adolf Dassler (right) restoring the boots of goalkeeper Hans Tilkowski

Then in 1917, Marcus Converse’s company produced the first pair for the game of basketball. These were the famous Converse.

A little later, the initiative was taken over by brothers Adolf and Rudolf Dassler. They began to produce sneakers with spikes. It was the prototype of modern soccer cleats. But then they were also used by track and field athletes. Enterprising Germans gave their goods to the American athlete Jesse Owens. In them sprinter and jumper won four gold medals at the Olympic Games in 1936 and set five records. The advertising couldn’t be better!

Adolf Dessler

Success awaited the company. But it was short-lived. Political differences forever made the brothers enemies. And as a consequence, competitors. Each of them started their own production. Today, the whole world knows them: they are adidas and PUMA brands. By the way, the German entrepreneurs never reconciled until the end of their lives.

Nike co-founder Bill Bowerman’s shoes from the 1960s

A sharp increase in the popularity of sneakers began in the 1960s. Then the co-founder of Nike Bill Bauerman decided to teach the inhabitants of small towns to a healthy lifestyle and regular sports exercises. The American had just returned from a trip to New Zealand, where sports were more widespread than in his home country. He immediately realized that this could directly affect the demand for sneakers.

For a long time, Bauerman worked on the perfect running shoe. In the end he invented the famous Nike Cortez. It was in them that the main character of the movie “Forrest Gump” appeared.

Bill Bauerman sneakers with spikes

How did sneakers go to the masses?

There are several reasons here. The first – shoes made of rubber are much cheaper than leather. The second is that the promotion of healthy lifestyle has borne fruit. The number of those who wanted to monitor their health has increased greatly. But the main reason is different – the influence of cinema and music industry. Let’s talk about it.

Heroes of Hollywood movies often appeared in the frame in sneakers. To wear the same shoes as their idols, wanted many. For example, Jennifer Grey flaunted in white sneakers in “Dirty Dancing” as Baby. After the release of the melodrama, this model became a sales leader. And today continues to remain in the top.

Baby in “Dirty Dancing.”

Yellow sneakers Tai Chi LE tried on Uma Thurman in Quentin Tarantino’s “Kill Bill”. Nike Air MAG Marty McFly in the sci-fi film “Back to the Future 2” amazed everyone with automatic lacing and luminous panels.

Representatives of hip-hop, rock and reggaeton did not stay aside. Kurt Cobain, Joe Strummer and Billy Armstrong were fans of sports shoes .

As a result – in the 90s there was a real “sneaker boom”. Everyone wanted to wear shoes from adidas, Converse, Reebok, PUMA.

Uma Thurman in the movie “Kill Bill”

In women’s fashion, singer Rihanna played a serious role. She signed a contract with PUMA. Moreover, the star became the creative director of the brand. It was her influence on girls from all over the world that changed their attitude to these shoes. The choice between heeled shoes and sneakers became easier.

Most women drive cars and lead an active social life. Comfortable and comfortable shoes for the big city are a necessity. Therefore, today sneakers are worn with dresses and coats.

How ugly sneakers took over the world

What is it? We’re talking about “ugly” sneakers that have massive soles, thick laces and futuristic designs. Most often they are presented in bright “screaming” colors. Just a few years ago, it was hard to imagine that this would become a global trend. True, the world has divided into two camps. Some people hate them, others are crazy about them.

Combined sneakers Track BALENCIAGA, 98 450 rubles / tsum.ru

Triple S is the most popular model of ugly-sneakers. It was promoted to the masses by the creative director of the fashion house Balenciaga Demna Gvasalia. It was he who in 2017 made a bet on them and did not miss. Already in a year it was the most sought-after shoe in the world!

Sneakers of the future

Scientific progress is actively implemented in the creation of sneakers. Athletes have long used models with shock absorption, supportive design and innovative soles. But the development of technology does not stand still. What will happen to sports shoes in the future?

We expect “smart” sneakers. Adidas and Nike already have prototypes. Models have a built-in microprocessor. With its help it is possible to find out biometric data of a person (for example, heart rate or mood). It is possible to track the distance traveled and time, and get information about the calories spent.

Sneakers on Lamoda, 4683 rubles.

Specialists are already working on the “built-in navigator” function. The insole via Bluetooth will be able to transmit to the owner’s smartphone information about the direction of movement, prompting where it is necessary to turn.

It is expected that there will be a function of automatic tying of laces. Moreover, with the help of a mobile application it will be possible to adjust the strength of their tension. One hand movement to change the design? Easy! Experts are already working on it.

Men’s Reebok Zig Kinetica 2.5 Edge sneakers, 12,799 rubles / Sportmaster

Most of the models will be printed on 3D printers. Nike in 2013 already used this technology to create spikes in soccer cleats. adidas three years later made sneakers with a lattice sole.

Thehouse of Dior showed black lace-up derbies at one of the Paris Fashion Weeks. They had a lattice structure and embossed brand logo on the sole. By the way, printing such shoes took about 12 hours.

By 2044, all sports shoes will be made of organic materials. Today, recycled materials are actively used. Brand adidas has already sold about a million pairs of sneakers for running, which were made from recycled garbage. It was collected from the surface of the ocean.

The fight for the environment will greatly affect the production of sneakers. One of the main problems on the agenda is obtaining energy. Scientists together with designers plan to create it with human movement.