Sneakernomics

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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: 4. A Fistful of Shoes

4. A Fistful of Shoes

BBC Radio 4 - Sneakernomics, 4. A Fistful of Shoes

How the shoe wars and the Dassler family rivalry reached their peak in Mexico 1968.

Rivalry, friendship and shoes. How the shoe wars and the Dassler family rivalry reached their peak in Mexico 1968. From 2021.

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.

Across nine episodes, Sneakernomics tells the extraordinary origin stories of some of the world’s biggest brands, and how sponsorship deals and celebrity culture redefined our relationship with products. It’s also a business story – how leisure has evolved into a multi-billion dollar industry; a sports story – how games became organised and grew into a global spectacle; and it’s a story of invention – 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 number one tore families and friendships apart and divided towns. 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.

Written and presented by Nicholas Smith, with 1Xtra presenter Ace. The drama is written by Al Smith.

Bud . . . . . Joe Sims
Tommie . . . . . Arun Blair-Mangat
John . . . . . Stefan Adegbola
David . . . . . Gunnar Cauthery
Sepp . . . . . Ian Dunnett Jnr
Michel . . . . . Hasan Dixon
Inspector . . . . . Joseph Balderrama
Horst . . . . . Mark Edel-Hunt
Concierge . . . . . Cecilia Appiah
Other parts . . . . . Charlotte East & Trevor White

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

Special thanks: Art Simburg, David Jones, Sigi Dassler, Professor Akilah Carter-Francique, Dr Todd Boyd, Michael Dassler, John Boulter, Patrick Nally, Michael McKnight, Helmut Fischer, Harry Blutstein, Professor Kevin Hylton and Kerstin Neuber.

First heard on BBC Sounds in 2021.

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