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: 5. The Birth of Cool

5. The Birth of Cool

BBC Radio 4 - Sneakernomics, 5. The Birth of Cool

How celebrity began to change the face of sport, and how boards went from surf to street.

Rivalry, friendship and shoes. How celebrity began to change the face of sport, boards going from surf to street. 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.

Paul . . . . . Gunnar Cauthery
Steve . . . . . Aaron Gelkoff
Tony . . . . . Arun Blair-Mangat
Bill . . . . . Nathan Osgood
Barbara . . . . . Jane Whittenshaw
Shoji . . . . . Daniel York Loh
Phil . . . . . Trevor White
John . . . . . Mark Edel-Hunt
Doug . . . . . Joseph Balderrama
Rob . . . . . Wilf Scolding

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

Special thanks: Walt Frazier, Art Simburg, Tony Alva, Steve Van Doren, Jeff Johnson, Julie Dixon, Bob Woodell, Peter Moore, Russ Gater, Cindy Yoshimura, Patricia James, Clare Ewing and Jamie Larsen.

First heard on BBC Sounds in 2021.

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