While I’m no ‘sneakerhead’ and have appalling fashion sense, runners are the one item of clothing that I can actually enjoy shopping for. I’m also the kind of guy who wears black Asics walking to work and doesn’t bother putting on suit shoes unless a meeting is very important so my views on anything shoes or fashion related should probably be ignored.
I had to ask myself if Kicks qualified as a sports book but given the heavy focus on the history of sport and sports companies, it definitely does. Kicks traces the story of how sneakers (the American term for runners, trainers, sports shoes or tackies) were first developed and grew from being a sports specific shoe to the ever-present default footwear choice of billions.
In telling the story, Smith traces the origins of numerous sports and even more sport shoe companies. In particular he captures the rivalries that drove advances in technology and marketing as the sneaker business crossed over from sports wear to mainstream everyday wear. From Converse v Keds, Addidas v Puma to Nike v Reebok, the battle to be number led to some much innovation and change in an ever growing market. Each company would at some hit a gold mine – whether the Converse All-Star, the Reebok athletic shoe or Nike Air Jordan – before losing the lead as a competitor signed the next big name or launched the next must have shoe.
The book weaves together a lot of stories I already knew or was vaguely aware of. I was surprised by how much of the source material I had read including Kenny Moore’s book on Bill Bowerman and the Men of Oregon, Phil Knight’s autobiography Shoe Dog (about Nike) and Pitch Invasion by Barbara Smit on the founding of Adidas and Puma.
It also touches on the role non-sport elements popular culture, in particular Run DMC’s promoting of Adidas which landed them a $1 million endorsement deal, had on the marketing of sneakers. Finally, it talks about sneakerhead culture and the fan culture that the internet has enabled resulting in shoes selling for thousands online and sneaker theft becoming a worrying source of crime in US inner-cities. While it seems crazy to think of someone buying shoes they will likely never wear, I’m writing this looking at my library of 100’s of books I’m yet to read while I buy way more new books every year than I read. I guess we all have a passion and for some people that passion is sneakers.
Overall it is a very interesting dive into the world of American sports shoes that becomes more interesting as you keep reading. While the book could easily have become a boring repetition of facts, Smith’s writing style keeps it light and entertaining.