The Game

If theres one thing you can take to the heart from the TFSociety it is that everything is deeper than its face value. Now being that that goes for everything and being that it is 2012 its about time we begin to keep you informed on a subject we hold dear to our hearts. The sneaker game.

Now as a true sneakerhead should know, its deeper than a game, its a culture (click for true definition). With that being said before I even delve into the depth of this ocean I have to describe the difference between a sneakerhead and a sneakerfiend. A sneakerhead knows the history. A sneakerhead has a true passion for the culture and isn’t truely worried about whats hot (the hype). A sneakerfiend may have little to no knowledge on the history of the culture but will still be hype about the hype (hypebeast (click for true definititon)). Now as a true sneakerhead myself I appreciate the sneakerfiend, as should all sneakerheads. The sneakerfiend adds a mainstream breath to the culture. The sneakerfiend makes it even more honorable to be a sneakerhead. With that being said we are here for everyone sneakerheads and sneakerfiends alike.

But…Before we even begin to keep you updated with the latest sneaker news and releases we have to give you a history lesson.

Sneakers have been around for about 180 years. It all began when a man by the name of Wait Webster of NEW YORK decided to attach rubber soles to shoe and boot uppers in 1832. They were the first athletic shoes. The soles were so quiet they were adopted by burgalrs who used them for “sneaking” earning them the name sneakers.

The first rubber soled canvas shoe was manufactured in 1868. It was called a “croquet scandal” as the rich used to take them to their beach pavilions or the club for a quite game of tennis. At this time they were listed in The Peck and Snyder Sporting Goods Catalog for about 6$ (mad money).

By 1873 sneakers no longer “sneaked” as ads revealed them as sneakers and in 1897 Sears  offered them at around $.60 (60 cents, less money).

Now lets skip a couple of years to the game changer.

Early in 1984, Nike was a struggling shoe company. Their sales were dying and they needed a new breath of life. At the same time, rookie player Michael Jordan was already endorsing several products, but Nike hoped that his appeal would generate sales. Jordan had always preferred Adidas or the Converse shoes endorsed by North Carolina Coach, Dean Smith, and hoped to sign with either company. Converse was not interested in offering a better deal than Nike and Adidas wasn’t interested at all at the time. While Jordan did not see the significance of Nike’s offer at first his agent David Falk saw amazing opportunity in Nike’s offer to create a new line of shoes called “Air Jordans” and urged him to give Nike a chance.

At that time there was not a tremendous impact from a shoe endorsement. Few companies were willing to risk so much of their marketing budget to bet on one athlete to promote their products. But Nike saw something special in Michael Jordan. They saw opportunity. He was a champion. With a great deal of persuasion from his manager and parents Jordan agreed to fly to the Nike headquarters in Portland, Oregon to view a special video presentation and proposal.

The video presentation featured slow-motion clips of Jordan’s college career and some of his high-flying Olympic moves with a background of then hit music “Jump” by the Pointer Sisters. Nike Head Designer, Peter Moore presented sketches of AJ1 shoes, jumpsuits, and sports apparel, all in black and red. Michael’s remarks upon seeing the designs were less than enthusiastic. He is reported to have said,

“I can’t wear that shoes, those are Devil colors”

Throughout the entire meeting Jordan was reported to seem uninterested but as he and Falk left the meeting Jordan said to his agent “Let’s make the deal.”

The Air Jordan legacy was given first breath. Nike signed Jordan to a $2.5 million deal for 5 years, plus royalties and other fringe benefits. Peter Moore created the first AJ Logo.

The introduction of the Air Jordan I (check the feet)

turned the athletic shoe industry . Before the ones most basketball shoes were white, but the bold black and red styling of the sneaker stirred the controversy. The NBA banned the shoe from the league but Jordan wore them anyway.  This led to fines of up to $5000 a game but Nike was more than happy to pay these to keep the shoes in the publics eye. With all this controversy and Jordan’s spectacular numbers Air Jordans were on the road to becoming a household name.

And it began. The culture we are all subjected to today began here. Now the culture has a vast array of these collectors items from Jordans , to Nike Sbs, to Lebrons, to Foamposites, Kobes, Barkleys, Griffeys, the list just doesn’t stop.

From here on in The TFSociety will keep you updated on everything you need to know. Just go to the sneakers tab at the top of the site for all sneaker information.

And if you think theres something were missing shoot us an email with the information and we will credit you as the source.

We wish you all lucrative purchases and dope collections.

-The TFSociety