EU 37.5

The emergence of sneakers begins in the United States more than a century ago. It all started with the discovery of an American scientist who would later give his name to one of the largest tire companies in the world, Goodyear . It was 1939 as Charles Goodyearinvented a way to make rubber more flexible, creating a material that was more resilient, easy to handle and waterproof. This innovation will revolutionize the design of shoes with the appearance of the first rubber soles, providing great durability. The first shoes with this technology were tennis silhouettes. This symbolizes the look of modern couples. It was really in the late 90s that the first sneakers of the modern era were created. Thus, two companies will mark the 20th century: the US Rubber Company with Keds and Converse with All Star. Converse will completely revolutionize the world of basketball. The first silhouette to walk the floor in the NBA , it relies on former basketball player Chuck Taylorto expand their influence. Through basketball camps across the United States, the ambassador will spread and sell his model to all young basketball players.

In the mid-1930s, the Dassler brothers also began manufacturing shoes for running and high-level athletes. Thus, the very great runner Jesse Owen wore a pair designed by Rudolf and Adolf Dassler during his 4 legendary victories at the Berlin Olympics in 1936. After the Second World War, the two men will separate, each creating in turn two basketball empires, Adidas and Puma. But it was in the 1950s that the concept of sneakers was born. Young Americans are starting to wear sneakers with their big jeans, a symbol of rebellion and provocation. The practical, comfortable and universal aspect will make sports shoes popular to the point that one sees their first use diverted in favor of everyday use.

In this dynamic, many sports brands appear, including the most famous of all Nike . In 1970, the Oregon brand, which takes its name from Greek mythology and its goddess of victory, Nike, will offer silhouettes dedicated to running. Bill Bowerman , one of the founders of Nike will then have an idea in his kitchen. Why not shape the soles of sneakers from a waffle iron. Thus we see the very first running silhouette equipped with this new gripping and adhesive sole, the Waffle trainer . Nike captures the sneaker trend perfectly and manages to combine sporty model and lifestyle. Featuring select ambassadors such as Michael Jordan and his signature Air Jordanrange, it will dethrone Converse's Chuck Taylor. Over the years, sports equipment manufacturers have strengthened their influence by collaborating with designers such as Yohji Yamamoto with Adidas, Salehe Bembury with New Balance or artists with Travis Scott and Nike. You will have understood that sneakers are now the norm when it comes to footwear, everywhere around us are sneakers, regardless of professional environment, at the moment, everyone is wearing a pair of sneakers and it is not ready to stop.