The World of Words: Vocabulary for College Success ... - eLibrary

Passage 63PassageSneakers: A Multibillion-Dollar IndustryOnce used only for sports, sneakers are now everywhere. Urban teenagers,sports figures, and rap stars have changed the lowly athletic shoe to a worldcultural symbol and luxury item.Index Stock Imagery (RF)/PhotoLibrarySneakers have undergone dramatic changes over the years.Copyright © Cengage Learning. All rights reserved.Back in 1964, Motown rocker Tommy Tucker’s hit song “Put on YourHigh-heeled Sneakers” for “going out tonight” seemed ridiculous. Buttoday high-heeled sneakers are a well-accepted dress-up shoe. In fact,nearly everybody wears some form of sneakers, whether they are at thegym or at a party. Within the business community, (1) there is generalaccord that sneaker sales are a powerful market force. People buy about$10 billion dollars worth every year, (2) although sales reports can bedifficult to corroborate.Sneakers were invented in 1899, when Humphrey O’Sullivan got apatent for a rubber heel that could be hardened through a new heatingprocess. These new heels were more durable than leather ones. The firstrubber-soled shoes were produced by Keds, a company that is still in business.They were called “sneakers” because the heels were so quiet thatwearers could “sneak up” on other people.After World War I, the German Dassler brothers started making thesneakers in their backyard. When Jesse Owens, the African-Americanrunner, stunned the world by winning the 1936 Olympics, he was wearingDasslers. The two Dassler brothers separated, and each became a successfulentrepreneur. Rudolf started the Puma Company. Adolf became headof Adidas.