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FIELD GUIDE: HOW TO BE A FASHION DESIGNER
© adidas. adidas Originals
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THE WORLD OF FASHION
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39
they founded Adidas. That year, due
to a familial dispute, Rudolf left the
company and founded Puma, provok-
ing fierce competition.
During the 1950s, athletic shoes were
adopted as a distinguishing feature
by teenagers, as they were affordable
and easy to obtain. James Dean made
them a symbol of rebellion, in the
movie Rebel Without a Cause.
In 1964, Phil Knight, a young uni-
versity athlete, and Bill Bowerman,
the legendary track–and–field coach
at the University of Oregon and
of the U.S. Olympic team, created
BRS (Blue Ribbon Sports), a com-
pany devoted to selling Japanese
running shoes, which were comfort-
able, light, and cheap. Given their
success, they began designing the
shoes themselves and then sending
them to Japan to be made. Thus, in
1971, Nike was born.
In the 1980s, athletic shoes began
to appear outside of their original
context and on the street, a fash-
ion that soon caught on like wild-
fire. The influence of casual British
style—increasingly international—and
the rise of hip-hop—the aesthetic of
which was based primarily on the
look of the artists’ sports heroes—
contributed decisively to the suc-
cess of brand sportswear, ultimately
becoming a uniform of status. On the
other hand, the New York transpor-
tation strike in the spring of 1980,
which lasted for eleven days, forced
men and women to walk to work in
© Puma. Running collection
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FIELD GUIDE: HOW TO BE A FASHION DESIGNER
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