English blad

1000
Great
Sneakers
Sneakers
Mathieu Le Maux
Mathieu Le Maux
1
2
3
Creating
a
cult
Reign
of
the
brands
Top
of
the
range
04
Adidas Stan Smith
Adidas Stan Smith
Quite simply cult
2011
Adidas announces they are
ceasing production of the
Stan, owing to poor sales.
The fans uncover the strategy:
create a scarcity in order
to make a bigger splash
upon relaunch. Which was
what happened in 2014,
to great success.
« Many players
wore it because
it was the best.
But it annoyed
them a lot that
it carried my
name. »
Stan Smith
05
With its clean lines, white leather and compact
profile, the Smith was applauded by all sneakers
fans. A true miracle.
In 1963, Horst Dassler, CEO of Adidas, asked the French tennis player
Robert Haillet to design the first leather tennis shoe, at a time when
players the world over tortured their ankles in canvas models that
were sorely lacking in support. Haillet’s shoe was a technological
exploit, featuring supple leather sewed directly to the sole. Eight years
later, the German kit supplier signed a contract with one of the best
players of the time: one Stan Smith, winner of the 1971 US Open, and
stalwart of the American Davis Cup team. For three years, the name of
this twenty-five-year-old Californian sat alongside that of the modest
French player, before decorating the side of the shoe on its own.
In the early 1980s, the “Stan” left the tennis court and hit the streets.
It appeared on the feet of workers, teachers, and students wearing
Levi’s 501s and leather jackets. Ten years later, it became popular
with rappers, before entering the Guinness Book of Records—nearly
22 million pairs sold across the world. The Stan has since become
a fundamental accessory in the “casual chic” wardrobe, rounding off
the look of both fortysomething bobos and fashion victims. The shoe
was a favorite of the designer Marc Jacobs,
and has been copied by the great luxury
brands numerous times, although never
quite achieving the timeless aura
of the original.
300
The price, in francs, of a Stan
Smith in the 1980s. That is to say
around 45 euros… compared with
110 euros today.
Robert Haillet
Stan Smith 2
Stan Smith High / WMN
Stan Smith Pharrell Williams
Stan Smith Raf Simons
Stan Smith Consortium
The original
The most Velcro®
No comment…
The poppiest and happiest
The trendiest
The most reptilian
06
Adidas Stan Smith
Adidas Stan Smith
07
VINTAGE BLUE
ADIDAS X PHARRELL WILLIAMS
STAR WARS X ADIDAS
MILLENNIUM FALCON
primeknit
adidas x Pharrell WILLIAMS X
COLETTE
ADIDAS X NEighborhood
KERMIT THE FROG
battle pack
adidas x clot
adidas x Pharrell williams
tennis pack ii
adidas x Pharrell williams
tennis pack i
ADIDAS x Pharrell williams
solid pack red
luxury pack - shark white
oil spill
adidas x club 75
chalk 2
chalk
LIMITED EDITION OSTRICH
vintage red
ADIDAS x Pharrell williams
solid pack blue
core black & leopard
Adidas X Opening Ceremony
adidas x OC
woven
adidas x the hundreds
consortium - play
adidas x cncpts
baseball legacy
adidas x opening ceremony
mastermind
08
Nike Air Jordan 1
Beautiful rebel
90
million
dollars
The amount of revenue earned
by Michael Jordan in 2013, after
taking a 6% royalty on every pair
sold since the very beginning. .
Nike Air Jordan 1
09
Initially banned by the NBA, the Jordan 1 was
the first in a long line that upset sneaker culture
in the mid-1980s.
In answer to the question “What shoe would you take with you to a
desert island?” there’s a strong chance that a sneakers addict would
immediately answer: “An Air Jordan!” And out of the 26 models—each
of which was produced in dozens of versions—he would specify:
“The first, of course!” Worn by a charismatic genius, the Air Jordan 1
is the most venerated sneaker on the planet, the icon of a virtual
religion. Yet the shoe very nearly never happened. Firstly, because
when the Chicago Bulls player saw the sneaker, he himself refused
to wear it. “I’ll look like a clown!” he said. Later, the main obstacle came
from the very rigid NBA. Their regulations required a minimum
amount of white on sneakers, and so they banned this entirely red
and black shoe. And that might have been the end of it, except the ban
became the most wonderful marketing opportunity. Nike paid a five
thousand dollar fine every time “MJ” wore the forbidden footwear,
and consumers were soon converted. The American kit supplier,
who had already had their
previous Jordan model (the Air
Ship) rejected, upped the ante in
a spirited TV ad that announced:
“The NBA threw them out of the
game. Fortunately, the NBA can’t
The number of Air Jordan
stop you from wearing them.”
pairs sold throughout the world
We all know how very effective
since 1985.
that ad campaign was!
100
million
AIR JORDAN 1 (SECOND VERSION)
AIR JORDAN 6 INFRARED
Air Jordan 2
Air Jordan 3
Air jordan 7
Air Jordan 18
White and red, for the NBA
Impossible to find
Made in Italy
Tinker Hatfield’s first
The most televised
The most ephemeral
10
puma
puma, The rebel
brand
The product of a fratricidal war, Puma attracted the big
names of sport and fashion to defend its style.
The town of Herzogenaurach, in Germany, is home to both Adidas and Puma,
two major sports kit suppliers located just four kilometers apart. Strange for
a town of barely 23,000 inhabitants. This industrial curiosity has its roots in
a fierce quarrel between Rudolf and Adolf Dassler. Shoe manufacturers since
1924, the brothers fell out in spring 1948. Rudolf, the elder, launched Puma in
September. The brand then sought to attract the greatest champions, signing
eye-watering contracts with football stars such as Pelé, Eusébio, Johan Cruijff,
and Diego Maradona—who made the Puma King the star of football schools
everywhere—as well as with the tennis players Guillermo Vilas and Boris Becker, and, later, the Formula 1 driver, Michael Schumacher. Since 2007, Puma has
belonged to the French group, Kering. These days, the brand relies mainly on
the Jamaican sprinter, Usain Bolt, and has lost some ground to its competitors.
Despite collaborations with many fashion designers
(Alexander McQueen, Hussein Chalayan), Puma’s
bestseller remains the Clyde.
Summer Olympics
in Mexico City, 1968.
The sprinters, Smith and
Carlos, protest against
racial discrimination
in the United States.
Disc
Amid the whirlwind
of technological innovations
of the early 1990s (Torsion, Air,
Pump), Puma launched the
Disc system (in March 1992):
the wearer turns a disc placed
on the instep to tighten
the shoe.
12
puma
Mostro
Nobody would have bet a cent on this strange shoe, with its double crossed Velcro® and its sole made for climbing.
Yet its one of Puma’s bestsellers.
speedcat
This Formula 1 driver’s shoe with a tire-like sole was worn by one out of three students in the 2000s,
before disappearing as quickly as it arrived.
challenge advantage
easy rider
Archive lite
caro
catskill canvas
court star
el solo
stepper classic
14
top cinema
top cinema
TOP Cinema
A common sight on sports fields, sneakers have also
featured on the big screen.
ADIDAS Country
Beverly Hills Cop - Martin Brest, 1984
REEBOK Alien Stomper
Aliens - James Cameron, 1986
NIKE Air Flow
Boyz n the Hood - John Singleton, 1991
Nike Air Jordan 4 GS
Do the Right Thing - Spike Lee, 1989
ADIDAS Stan Smith Black
Blade Runner - Ridley Scott, 1982
VANS Slip-on Checkerboard
Fast Times at Ridgemont High - Amy Heckerling, 1982
ADIDAS Zissou
The Life Aquatic - Wes Anderson, 2004
nike Sky Force 88 Mid
The Goonies - Richard Donner, 1985
CONVERSE Chuck Taylor All Star
Marie-Antoinette - Sofia Coppola, 2006
NIKE Air Max Triax
Space Jam - Joe Pytka, 1996
NIKE Air Command Force
White Men Can’t Jump - Ron Shelton, 1992
nike Air Woven HTM
Lost in Translation - Sofia Coppola, 2003
nike Bruin Leather
Back to the Future - Robert Zemeckis, 1985
NIKE Vandal
Terminator - James Cameron, 1984
15
Connaissez-vous
l’origine
« Swoosh »,
l’emblème
What
do Fred Perry and
Michaeldu
Jordan
have in common?
How
mythique
debecame
Nike ?one
Le of
lien
géantslogos of all
did
a $35 logo
theentre
most les
recognized
times?
Sneakers
have become
muchépique
more than
shoes, breaking
Adidas
et Puma ?
L’histoire
dejust
l’Air
through into sport, fashion, culture and business. Branded,
Jordan 1,
qui a failli
ne jamais
voira le
jour ?
exclusive,
customized,
every
sneaker has
story
to tell about an
era,
a competition,
a sportsman.
With its
Plongez
dans cea team,
recueil
des sneakers
lesvivid
plusand visual
approach,
1000l’histoire
Great Sneakers
a celebration
and history of a
cultes, dont
s’écritisencore
aujourd’hui.
sports phenomenon.
Découvrez les success stories des modèles
Mathieu
Ledevenus
Maux, hasles
been
the Frenchd’une
GQ’s sports
editor since
qui sont
étendards
génération ;
2011. He also appears on French television (BeIN Sports) and on
ceux qui
plu, He’s
déplu ;
que vous
various
radioont
shows.
bothceux
a running
fanaticavez
- he published
toujours
rêvé
de porter
ou qui vous
ont -choqué.
The
Running
Dictionary
(Flammarion)
in october
and a sneakerhead
he
owns
more
than
300
pairs.
Du basket-ball aux maisons de haute couture, laissez-vous guider pour décrypter les codes de la
sPECIFICATIONS
culture sneakersFormat
et trouver
chaussure à votre pied !
170 x 230 mm
Number
of pages
or 256
pp sneakers,
Mathieu Le Maux,
passionné
de208
running
et de
Approx. 25,000 words
est chef de la rubrique Sport
duormagazine
GQ.
Price 15
25 €