Word: sneakers
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...doorman barred an erstwhile partygoer for wearing sneakers—specifically prohibited by the club’s dress code—although he protested that those sneakers were advertised as club-friendly. The bouncer offered to allow him into the club in exchange for a $500 bribe; the sneaker-wearer declined...
...show business. The duo's parent-friendly, PG-rated rap would earn the first Grammy for a hip-hop act. While touring Asia with Run-D.M.C., Smith witnessed "10,000 Japanese b-boys [hip-hop fans] at the airport," he says. When DJ Run took off his Adidas sneaker and held it up, "10,000 kids took their shoes off. It was such a bizarre, exciting, intimidating experience." Smith, who once saw acclaim in his Philly neighborhood as his life's goal, began to dream about conquering London and Tokyo. "Now it's an addiction...
...years, ridiculously priced brand-name shoes have dominated athletic footwear: LeBron James' new shoe, from Nike, costs $140; the latest Air Jordans rise to $175. In fact, kids have been killed for the latest "cool" sneaker. But the Starburys, sold exclusively at Steve & Barry's, cost just $14.98, and consumers have been scooping them up like shrimp at a buffet. In the two months after their August 2006 debut, Steve & Barry's sold over 3 million pairs. And the cheap-shoe love has lasted. "C'mon, this is the best thing that has happened in a long time," says Curtis...
...looking for a way into athletic footwear when it got word that Marbury also wanted to market an inexpensive shoe. The privately held company had 120 outlets before the Starburys launched; it will have 270 by year-end. Its president, Andy Todd, admits margins are "tight" on a $15 sneaker, but the company controls costs by spending little on advertising, for example--letting the stars generate the buzz...
This booming digital community has changed the way Nike thinks about innovation. To Nike, you're no longer just buying a sneaker. You're joining a global jogging club--and keeping up with fellow runners will, the company hopes, motivate you to buy more Nikes. "In the past, the product was the end point of the consumer experience," says Olander. "Now it's the starting point...