Sales of sneakers really took off in 1984, when Michael Jordan signed a contract to wear a Nike shoe called Air Jordans—the most famous sneaker ever made. Even after Jordan retired from the NBA, his shoes continued to be best sellers. As companies like Nike, Reebok and Adidas competed, they changed the way sneakers looked, adding wild colors and doing away with laces. Sneakers began to be produced for every sport, including walking, skateboarding and “cross training.”
New sneaker technologies increase performance. Nike’s Air Force used little pockets of gas to create better cushioning, while Reebok introduced The Pump—air pumped into shoes to make them fit more snugly. Sneaker surprises continue: Spira Footwear, for example, has built a spring in the soles to reduce foot stress. Of course, innovations like these come with a price: Athletic shoes often cost more than $100 a pair!
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