Why do they call it “sneakers” when they mean sneakers?

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Why do they call it “sneakers” when they mean sneakers? | Television | THE COUNTRY

What used to be jogging has now become running and what used to be sharing a home is now living in coliving. It’s the turn of sports shoes: welcome to the sneaker universe.



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Chiqui de la Fuente

What used to be vulgar sneakers, sneakers, tennis shoes, or traditional sports shoes, now the new generations and aggressive marketing have changed their name to turn this type of footwear into something more. glamorous. Now they are called sneakers and they are an object of worship for hundreds of young people who spend days and days at the door of the store waiting to get the latest model from the fashion brand.

And don’t miss it. Now, to buy sneakers they don’t have to be comfortable and light, that too. Furthermore, and most importantly, they must be a fashion trend and match everyone’s wardrobe. Because the sneakers They are no longer only used for sports. Its main function is to improve the appearance and style of its owner and for this reason young people and not so young people are willing to do almost anything. Some were even born with it. purpose (see video that opens this post)

Brands have realized the change that was taking place and have reacted by creating their own style called casual, which is not suitable for running, but is suitable for showing off. The most requested models are priced at gold prices and finding them in the neighborhood sports store becomes a pipe dream. The black market is a great business for those who dedicate themselves to it. They buy several pairs of a coveted model and then can resell it at astronomical prices on websites dedicated exclusively to it.

The advertising of these items that previously only praised their sporting benefits has turned like a top giving more value to more mundane aspects, putting them to play in the same league as fashion and its accessories.

Nike, one of the greats, was a pioneer in this aspect and thus on many occasions left sporting values ​​aside to give more importance to the more mundane facets of its launches. In this case, she presents the new “Nike Air Max 97 Gold Bullet” that more than just sneakers seem like a cult object.


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So much so, that brands in which the bulk of their business is precisely luxury, have begun to get jealous and launch their own collections. An example of this is the French brand Diora firm related to the most extreme luxury, which has joined forces with Nike to create a model, all with the help of Travis Scott, a well-known American rapper. As they are limited models, their price shoots up to thousands of euros. And no, don’t think you’re alone…


Previously, the Italian firm Prada collaborated with Adidas to make it totally essential to spend hundreds and hundreds of euros to buy those sneakers that were so trendy. If you still feel like it, you can also take a look at the one who perpetrated with Gucci.

In any case, Adidas is more than enough on its own to create collections that are more attractive for their aesthetic appearance than what they were actually conceived for. This is the case of the new ZX 2K Boost that according to their creators are made to hypnotize. Judge for yourselves.

And behind the big brands that monopolize an important part of the market, there are many others that compete to gain a foothold in this scenario. This does not mean that they are small companies, far from it. They are brands that make obscene figures of money and, although they do not lead their market, they survive wonderfully and have plenty of capital to promote themselves. It is the case of Pumaand spin-off from its older brother Adidas, with its RS-2K model.

Another example of this trend of promoting non-sports shoes are the popular New Balance NB574. To do this, they only think of showing us everyday aspects of any person’s life, trying to make us see that just by wearing that model of shoe your life will undoubtedly be better. By the way, can you guess in which frame of the advertisement the sneakers that are the subject of this commercial can be seen with some peace of mind?

Nor does the Japanese brand escape this fashion of sophisticating footwear, only previously used for training. Asics, (curiously the initials of Anima Sana In Corpore Sano). Well, I lie. Dancing is a sport and a really demanding one. It seems that with these shoes your feet are lighter and you just have to put them on and you can fly.

But before all this, the Toledo brand Field She was ahead of her time and was already putting this strategy into practice in distant China. Perhaps, as time went by, the advertisement did not help the Chinese remember the models available from this brand, but what is certain is that they will always remember what those sneakers that came from Spain were called.

Finally, the mythical ones could not be missing Converse who were the pioneers back in the eighties of the last century. Until the appearance of Jordan in 1985, these shoes had no rival on a basketball court. Afterwards, any place and any situation served to put on Chuck Taylors, which went with everything and anyone could wear them. Not only players of the NBA. By the way, Nike ate this brand in 2003.

And we, without knowing it and thinking until not long ago, Victoria sneakers they were the most trends What could we wear…

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Chiqui de la Fuente

He is responsible for Editorial Training and has developed his entire professional career at EL PAÍS in various departments: New Technologies, Clothing, editorial systems… He is the author of the Publizia blog and has a dog named Rosca.


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