The evolution of sneakers from humble beginnings to becoming one of the most iconic cultural objects of our time is to be told in a new nine-part podcast series.
Presented by Nicholas Smith, author of Kicks: The Great American Story Of Sneakers, and BBC Radio 1Xtra presenter Ace, Sneakernomics looks at the origination of some of the world’s biggest brands – including the stratospheric rise of Puma, Adidas, Vans, Nike, Reebok – which shaped leisure into a multi-billion dollar industry.
It will cover how the brands battled it out on the world sport stage, sponsorship deals and celebrity culture. The battle to be number one is revealed as a story of invention and enmity.
The Radio 4 podcast will also share tales of fierce competition and rivalry that changed the course of sport and fashion. The series will include a mix of interviews and fiction inspired by the mavericks, hustlers and dreamers behind the shoes, with dramatisation written by multi award-winning playwright and screenwriter Al Smith.
Ace says, “I was really excited to be involved in the making of this programme. I’ve had a love affair with trainers since I was a teen, so it’s been really interesting to learn their origin stories.”
Nicholas Smith adds, “Listeners will get to hear directly from those who shaped the why and how of the shoes we wear today.
“The dramatic moments put listeners right in the middle of the action of key moments of sports history, whether it’s in the locker room during a tense halftime, in the boardroom during a decisive negotiation or in the small quiet moments that create very large ripples.
“Even if you’ve never given sneakers much thought before, this podcast illuminates the world we live in today.”
All episodes will be available on BBC Sounds from 14 May and on BBC Radio 4 Extra weekly from 16 May 11am.
