Sneakernomics

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The battle to be the world's biggest sports brand.

We follow in the footsteps of mavericks, hustlers and dreamers, who've made, and been made, by trainers. We hear their tales of boom and bust, fame and infamy, hope and heartbreak

Sneakernomics: 1. The Town of Bent Necks

1. The Town of Bent Necks

BBC Radio 4 - Sneakernomics, 1. The Town of Bent Necks

The sibling rivalry that spawned two of the world's biggest sports brands.

Rivalry, friendship and shoes. The sibling rivalry that spawned two of the world's biggest sports brands.

Trainers? Sneakers? Whatever you call them - they are amongst the most iconic cultural objects of our time. 

But their evolution is a story rarely told until now. 

Sneakernomics is a close encounter with the visionaries, artisans and journeymen who’ve made, and been made, by trainers. We’ll follow in the footsteps of mavericks, hustlers and dreamers, and hear their tales of boom and bust, fame and infamy, hope and heartbreak.

It’s 100 years since salesman Chuck Taylor joined Converse and the Chuck Taylor All-Star was born, perhaps the most iconic trainer of all time. Across 9 episodes, we trace the extraordinary transformation that has happened since.

Sneakernomics tells the origin story of some of the world’s biggest brands and of how sponsorship deals and celebrity culture re-defined our relationship with products. It’s also a business story; of how leisure has evolved into a multi-billion dollar industry; a sports story - of how games became organised and grew into a global spectacle; and it’s also a story of invention - of how enthusiastic hobbyist-pioneers often took extraordinary risks that changed the course of sport and fashion. 

The sneaker story is characterised by fierce competition and rivalry. We explore how the quest to be No. 1 tore families and friendships apart, divided towns, and sometimes even distorted sporting ideals.

Above all, this is the story of the people behind the shoes. What you’ll hear is a mix of interviews with many of the key individuals who’ve played their part in that extraordinary story, interlaced with moments of fiction inspired by their testimonies and our research. 

Presented by Nicholas Smith, (author of Kicks: The Great American Story of Sneakers) and 1xtra presenter Ace, with drama written by multi award-winning playwright and screenwriter Al Smith.

Adi . . . . . Gunnar Cauthery
Rudi . . . . . Joe Sims 
Jesse . . . . . Arun Blair-Mangat
Kathe . . . . . Charlotte East
Friedl . . . . . Ceciliah Appiah

Production Trainee: Marithe Van Der Aa
Assistant Producer: Ben Hollands
Sound: Peter Ringrose
Producer: Sasha Yevtushenko

Special thanks: Mike Holt, Angelo Anastasio, Dr Todd Boyd, Michael Dassler, Sigi Dassler, David Jones, Joe Foster, Professor Akilah Carter-Francique, the Adi & Käthe Dassler Memorial Foundation, Helmut Fischer, Kerstin Neuber and Victoria Purcell.

First heard on BBC Sounds in 2021.

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1. The Town of Bent Necks

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