There were, of course, occasional adopters; brands like Gucci gave a nod to the subculture as long ago as the mid 80s. Showing 1- 4 of 4. A man in a suit wearing a pair of Stan Smiths? Hard-core sneaker culture, married to hip-hop and buoyed by such free advertisements as Run DMC's "My Adidas," has been playing the rebel ever since. Something shocking pitted against something established is risky - but it gets you noticed. From underground culture to high fashion, sneakers are the great equaliser.
Rajat Tandon BuzzDrivers His professional roles include strategic brand and marketing consulting, as well as a long career in academia teaching branding, economics, services marketing and hospitality among others.
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Luckily, e-commerce allows brands to do this quickly and without the red tape associated with a more traditional product launch. In that, the modern sneaker is to shoes "what sports utility vehicles are to other cars: He runs his own consulting practice, BuzzDrivers, out of Delhi and Goa. But Nike happily paid his fines — it couldn't beat the publicity. Models on the ramp on the other hand were distant, cool.