Friday, October 17, 2014

adidas Originals x SPEZIAL - Sole Searching In South America

Monday, September 29, 2014

Nike: Genealogy of Innovation campaign

Following successful exhibitions at Nike’s Phenomenal House spaces in Paris, London and Berlin during the summer, the brand launched an immersive online experience. The exhibition showcased forty years of Nike design, thirty years of sneaker culture, and twenty years of Nike Football. It all started with the very first shoe to bear the Swoosh, “The Nike” football boot from 1971, and it concluded with Nike’s latest football boots, the Magista and Mercurial Superfly. Keen to share the experience Nike approached the London-based animation production company Golden Wolf to direct and produce a film that would develop their Genealogy of Innovation campaign and bring it to life. Anew TV commercial called The ‘Genealogy of Innovation’ campaign which shows 43 years of history and 200 shoes in under two minutes.

Monday, August 4, 2014

Top siders: The origins of boat shoes

Boat shoes (or top siders), favoured by the yacht se,t were invented in 1935 by sailor, Paul Sperry looking for shoes that could keep boaties sure footed on wet decks. He noticed his dog could run nimbly over the ice and snow without slipping and carved the sole of his rubber shoes with his penknife to mimicked the grooves on his dog’s paws. His shoes proved so effective he started Sperry Top-Sider , and the U.S. Navy negotiated a deal with the brand to manufacture Top-Siders specifically for them. Australian tennis champion Adrian Quist was impressed with the rubber treads and made the connection with tennis shoes and lawn courts he eventually convincing Dunlop to make the Dunlop Volley for tennis . This was the Godfather of sports trainers and remained unmatched for the next three decades. By the 50s top siders became the shoes to wear following the release of Lisa Birnbach's "The Preppy Handbook."

Saturday, August 2, 2014

Deceptive advertising: Sport shoe buyer's beware

Do you believe everything you read in marketing material? Seems a significant number of us do despite laws to help protect consumers from manufacturer’s erroneous claims. Three major shoe manufacturers have recently been involved in class action suits where deceptive advertising was claimed. In all three cases, the companies were found guilty and required to pay multi-million dollar settlements after it was revealed no scientific research was found to support the advertised health claims for their shoes. Organisations like the Federal Trade Commission (FTC) want national advertisers to understand they must exercise responsibility and ensure any claims for fitness gear are supported by sound science. The situation exemplifies a tendency to prefer theory over evidence. Whilst it might be nice to think wearing a certain pair of shoes can help increase muscle tonality or assist in weight loss, there is simply no evidence to support these claims. So buyer beware.

Read more
Robbins J and Waked E 1997 Hazard of deceptive advertising of athletic footwear. Br J Sports Med. Dec 1997; 31(4): 299–303.

Saturday, July 26, 2014

Vibram's new customer guarantee

Vibram Five Fingers running shoes have had better days but after the recent court settlement , in which Vibram set aside $3.75 million to compensate people who felt they'd been misled about health benefits of the shoe, the company are keen to win back customers. For the rest of this year (2014) , all shoe sales via the Vibram web site will come with an unconditional full-refund offer and if for any reason the comsumer turns out not to like running in them the company will take the shoe back and return a full refund. According to the company all returned shoes will be cleaned and donated to and donate them to organizations that might use them.