In 1920, in Germany, the brothers Rudolf and Adolf "Adi" Dassler decided to enter the market by opening their company specializing in sports shoes for athletes, the "Dassler", which built an excellent reputation in the field of sports shoes. thanks to the gold medals won by sprinter Jesse Ownes at the 1936 Olympics; unfortunately or fortunately the two brothers quarreled, so in 1948 Rudolf founded "Puma" while Adolf founded "adidas", a neologism that was inspired by his nickname "adi" and the first three letters of his surname, the rest is history!
The first mass diffusion outside the sport we owe it to James Dean in the 50s, the rebel icon was an example among the American boys who combined jordan 4 oreo sneakers with jeans, an unusual combination for the time and probably also adopted as a synonym of rebellion against the stylistic rules imposed by society. In the 1968 Olympics in Mexico City, the American sprinter Tommie Smith wins the gold medal of the 200 meters, climbs on the podium barefoot and raises the black-gloved hand of the "black Power" to the sky, then leaves the Puma spikes on the podium so that everyone could see, a gesture the world will never forget.
The years pass and various brands and models of shoes for tennis, basketball and other sports are born, the latter becomes a fundamental element in people's lives, so even clothing brands begin to produce sneakers, we can mention Fila as an example , born in 1911 but that only in 1973 decided to enter the sportswear sector. The soccer team of Germany is nicknamed "adidas team" due to the lasting collaboration over the years, increasing the fame of the brand, as Muhammad Ali had already done over the years.
The 80s marked a turning point in the history of sneakers, in the United Kingdom football fans later called "soccer casuals" began to show up on the "terraces" exhibiting branded sportswear, flaunting it as a sign of superiority over their opponents. these lads often went to France, Germany and Italy to take possession of brands and models of shoes often absent in their motherland, the most skilled created a real resale market, is it familiar to you? Among the most successful shoes we remember Forest Hills, Trimm-Trab and the Diadora Borg Elite. The Italia shoes also appear on the steps of the first sneakers, but more as a comfort and without a real subculture, we are still stuck in ankle boots and desert boots, a legacy of the political movements of the 70s and of the Beatles influence. As in the history of the bucket hat, also in this case a great hand in the spread of jordan 4 oreo sneakers is due to the American Hip-Hop movement, thanks to Break Dance and Run DMC who in 1986 came to compose a piece entitled "My Adidas" and who experiment with a new way of wearing shoes: without laces and with the tongue turned outwards, their favorites were the Superstars. The years of the McEnroe Vs Borg duel lift Nike and Diadora to the nth degree. Towards the end of the 80s the "sneakers culture" broke out among the young Japanese, especially towards Nike.
In the 90s Nirvana revived the All Stars while the Puma and Vans brands were associated with the culture of Skate. In football at the end of the 80s and the beginning of the 90s Maradona is the Puma man, but this decade will in any case be the prerogative of Nike, among his testimonials we can remember Agassi, Tiger Wood and Ronaldo, fame also due to the release of the Air Max 1 ( 1987,1990,1995) that have redefined the concept of running shoes, with absolutely revolutionary releases.
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