Basket series [4/10]: basketball, a fashion item, men and women alike
Audio 03:41
How basketball became a golden market.
© FMM Graphic Studio
By: Marie Boëda
9 mins
Basketball for everyone, and for EVERYONE!
Continuation of our series on the worldwide craze around "sneakers", these sports shoes have become cool and chic.
Today, women have largely taken possession of this comfortable and flat shoe.
This is the case in London.
The British capital is welcoming more and more businesses that only sell sneakers.
Wealthy or popular neighborhoods, they are essential.
Report in London from our correspondent, Marie Boëda.
Publicity
from our correspondent in London,
After observing then touching, weighing a pair of sneakers, Megan leaves the store, empty-handed.
She still hesitates.
Sunglasses raised on her head, her friends are waiting for her outside.
It's hot, but with sandals or other uncovered shoes, this group of women in their twenties only have sneakers on their feet.
“
The right shoe makes the right outfit.
They are very fashionable.
I prefer that to high heels.
Anyone can wear them.
It goes to everyone, to both sexes.
This is only for men.
These are Nike Dunks.
The two are different.
one is blue, the other is green.
Same color but on two different shoes.
These cost 250 pounds.
They last a long time, it's an investment, it's worth it.
"
In this store next to Covent Garden, there is no decoration.
Just sports shoes, on display, hanging on the wall like works of art.
Sony is the manager of the
Mr Sneakers
store
in North London, just with that name, no doubt what he's selling.
He is passionate, he steps over cardboard boxes filled with his treasures while chatting
“
I would say that for 10 years it has become very trendy.
With influencers who wear sneakers, Kim Kardashian and others.
When they wear a pair, it generates a crazy desire
”.
The global
sneakers
market
could reach more than 100 billion euros in 2026.
For Naomi Braithwaite, professor of fashion at the University of Nottingham, the last few years have been a turning point.
“
It’s impressive to see how sneakers have become fashionable.
An everyday object.
A few years ago, people would never have worn one to go to work.
But now it's okay to wear them all the time.
Even in the evening.
And the price is insanely expensive.
All generations, especially the youngest, are ready to pay dearly.
"
Fashion house, fair trade brands, everyone produces sneakers.
Stella McCartney with Adidas, Vivienne Westwood with Oasics.
Louboutin creates the Loubishark, with a red raised sole in the shape of shark teeth.
And all the women have stepped into it, especially the younger ones.
It is the relaxed style that wins today.
The models are the same for both sexes, only the size changes.
Veja, Adidas, Converses, New balance
which today does not have at least one pair?
These sneakers embody a way of life.
A wind of freedom in the face of certain reductive diktats and not always comfortable, especially for women.
23 year old Freya wears them all the time she lives with them.
They allow him to assert his personality.
It's easier to be yourself.
“
Mine are bright and colorful.
They are blue green pink and red.
I like simple clothes but with the shoes I allow myself more eccentricity.
They are just as feminine as other shoes.
I think it's a great freedom not to have the pressure of beauty standards.
it's ridiculous.
Comfort is my priority
”.
We are far from the 80s when the hip hop group RUN DMC full of testosterone sang "
My Adidas
".
Today, basketball brands are partnering with stars, yes, but with women.
Like Dua Lipa, the British pop singer, popular with young people who has become the face of
Puma
.
His song "
Electricity
" was covered for publicity.
In the video we only see women exercising a sport.
*******************************************
Continuation of our series tomorrow Friday.
We will be in Toulon in the south of France with a designer of original sneakers: the king of graffiti on shoes.
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