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German Sports Shoes, Basketball, and Hip Hop: The Consumption and Cultural Significance of the adidas ‘Superstar’, 1966–1988

2014; Routledge; Volume: 35; Issue: 1 Linguagem: Inglês

10.1080/17460263.2014.931293

1746-0271

Thomas Turner,

Diversity and Impact of Dance

During the 1960s, adidas was the world's leading sports footwear manufacturer. Based in Bavaria and with a history stretching to the 1920s, the company dominated elite sports through aggressive promotion and innovative shoes that catered to athletes' needs. The ‘Superstar’ is one of the company's most successful models, still in production over 40 years since its launch in the late 1960s. Designed to wrest control of the basketball market from American rubber companies, in the two decades that followed it developed cultural meanings far beyond those envisaged by adidas, becoming associated with hip hop, a youth music and subculture born in 1970s New York. Arguing that design is shaped by use and consumption is allied to practice, this article examines the processes by which the ‘Superstar’ came into being, placing it into a wider context of changes within basketball, corporate ambition, and international trade. Tracing the actions and influence of young consumers in New York, it also considers how new ways of thinking about the shoe arose, spread, and were eventually commodified by adidas. It argues that a product's meaning can never be fixed, that producers and consumers are engaged in a constant dialogue over how things are used and perceived.