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: 8. Nobody Remembers Number Two

8. Nobody Remembers Number Two

BBC Radio 4 - Sneakernomics, 8. Nobody Remembers Number Two

How the Battle of the Brands reaches new heights in the 1980s.

Rivalry, friendship and shoes. How the Battle of the Brands reaches new heights in the 1980s. 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.

Rob . . . . . Wilf Scolding
Michael . . . . . Martins Imhangbe
Phil . . . . . Trevor White
Sonny . . . . . Joseph Balderrama
Cheryl . . . . . Cecilia Appiah
Paul . . . . . Ed Gaughan

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

Special thanks: Julie Dixon, Sonny and Pam Vaccaro, John Boulter, Joe Foster, Angel Martinez, Professor Akilah Carter-Francique, Jeff Johnson, Bob Woodell, Nelson Farris, Peter Moore, Dr Todd Boyd, Paul Litchfield, Victoria Purcell, Michelle Apodaca, Clare Ewing and Jamie Larsen.

First heard on BBC Sounds in 2021.

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8. Nobody Remembers Number Two

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