Word: sneakered
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Dates: during 2000-2009
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When you're a filthy-rich rapper romancing the fetching lead singer of Destiny's Child, kids want to walk in your shoes. But when JAY-Z'S sneaker line, the first from a nonathlete, became the fastest-selling shoe in Reebok history last week, desperate kids proved willing to pay more than twice the retail price of $100 for the privilege. The first shoe in the "S. Carter collection by RbK" (Jay-Z's real name is Shawn Carter) sold out in 10 cities. The sneaker is just the latest offering from the unabashedly commercial rapper; his clothing line...
Gatorade, Lego and Adidas, among others, have signed on as the NBA's global marketing partners, spreading the basketball gospel through clinics, festivals and tournaments. In October another marketing partner, Reebok, launched Philadelphia star Allen Iverson's sneaker, the $130 Answer 6, across much of Western Europe. It sold out in six weeks. International markets now account for 30% of Reebok's sales, up from 10% two years ago. Thanks in large part to the Yao-inspired basketball craze in China, Spalding's international sales grew 44% in 2002. And Sprite has joined with players like Nowitzki, Stojakovic and Parker...
Team Yao has deals in China with cell-phone and gaming companies, and there is speculation about a global beverage deal. But the biggest haul could come at the end of the season, when Yao's sneaker contract expires. Nike must either negotiate a new deal or see a rival buy the entree that Yao can provide to an estimated 200 million hoops-playing, merchandise-buying Chinese...
...split-toe Nike. Love it. It's all I wear when I wear sneakers. They're really easy to slip off and on; they're very light; they come in great colors; they're the most comfortable sneaker I've ever worn. And they're washable...
Like its cousin the sneaker, the tracksuit came into the fashion mainstream via the street, through hip-hop and rave culture. The sweat suit became a B-boy uniform partly because disco gear did not lend itself to the gymnastics of break dancing. Another influence: music legends like Bob Marley, who adopted sweats as a uniform (and may have been drawing on the much iconized image of tracksuit-clad John Carlos and Tommie Smith giving black-power salutes at the 1968 Mexico City Olympics...