Pimp My Sneakers?

How did the common sneaker wind up evolving first into a sports technology wonder in the eighties and then a big ticket fashion statement from the nineties to now?

These days, sneakers are collected in limited editions or in mint original vintage condition as if they were rare stamps or comic books. In the case of "limited editions", it could mean anywhere from a production of a couple dozen pairs to 1,000 pairs of distinctly designed or retro-style shoes from companies including Nike or Van's. Collector markets flourish on eBay and in high-fashion stores. In 2006, a pair of original 1985 Air Jordan One's sold for $2001.

Sneaker customizers

The sneaker fashion statement trend has even spawned a new vocation, sneaker customizers; artists who create one-of-a-kind sneakers, the more outrageous the better. Some employ graffiti airbrush techniques. Others apply unusual materials like fiberglass. And cut, glue, and reassemble. Some hip-hop artists are even getting into the business, referring to sneaker customization as another type of "remixing."

"Sneaker Pimping" goes mainstream

The old saying goes that all fashion trends start from street level. In 2007, Adidas unveiled their "End to End" line of sneakers with "graffiti soles." They actually commissioned designs from some of the world's most renowned graffiti artists, including "Skore", "Can2 and Storm", "Siloette", "Rime", "Scien", and "Smart."

In 2000, Nike joined the sneaker customization trend and launched their Nike ID line, which allowed customers to "build your own" sneakers by configuring the design on the Nike website.

Even the likes of high-fashion European designers like Gucci, Prada, and Bottega Veneta have their own sneaker lines.

Jonah Peretti

A Nike ID customer named Jonah Peretti wanted to put the word "sweatshop" on his sneakers, mainly because the company had been the target of criticism for their use of low-paid laborers in third world countries. When Nike refused to accept Peretti's order, this spurred a series of back and forth emails between the customer and Nike representatives. After Peretti posted these correspondences on the Internet, the mainstream media picked up the story. The result: a PR black-eye for Nike.

Stephon Marbury

As a reaction to all the glitz, expense, and hucksterism permeating the world of sneaker fashion, New York Knicks basketball star Stephon Marbury launched his own "Starbury One" line of plain-vanilla $14.98 sneakers on April 1, 2007. Marbury wanted to offer a celebrity-endorsed sneaker for "everyone." Chicago Bulls star Ben Wallace has also endorsed "The Big Ben", another low-cost brand of sneakers.

SOURCES:

"Most expensive men's sneakers", Sophia Banay, Forbes

"Rappers remixing sneakers", Corey Moss, MTV

"Pimp My Sneakers", Alex Perry, Time

"Hip-Hop's shoe salesmen", Ann Rifalko, Forbes

"Sneaker fiends", Vanessa E. Jones, Boston Globe

"Freaking for Sneakers", Anita Hamilton, Time

"It's gotta be the shoes, right?", Dan Barbossa, MSNBC

http://sports.espn.go.com/nba/news/story?id=2551942