DJ Ace and Nicholas Smith to unbox the origin of sneaker culture in new BBC Sounds podcast, Sneakernomics
I was really excited to be involved in the making of this programme. Ive had a love affair with trainers since I was a teen so its been really interesting to learn their origin stories.
Presented by Nicholas Smith, author of Kicks: The Great American Story Of Sneakers, and BBC Radio 1Xtra presenter Ace, listeners will hear about the evolution of sneakers – from humble beginnings to becoming one of the most iconic cultural objects of our time.
Sneakernomics looks at the origination of some of the worlds biggest brands – including the stratospheric rise of Puma, Adidas, Vans, Nike, Reebok – which shaped leisure into a multi-billion dollar industry. From how the brands battled it out on the world sport stage to sponsorship deals and celebrity culture, the battle to be number one is a story of invention and enmity.
Ace says, I was really excited to be involved in the making of this programme. Ive had a love affair with trainers since I was a teen so its been really interesting to learn their origin stories.
The Radio 4 podcast will also share tales of fierce competition and rivalry that changed the course of sport and fashion. The series will include a mix of interviews and fiction inspired by the mavericks, hustlers and dreamers behind the shoes, with dramatisation written by multi award-winning playwright and screenwriter Al Smith.
Nicholas Smith says, Listeners will get to hear directly from those who shaped the why and how of the shoes we wear today. The dramatic moments put listeners right in the middle of the action of key moments of sports history, whether its in the locker room during a tense halftime, in the boardroom during a decisive negotiation or in the small quiet moments that create very large ripples. Even if youve never given sneakers much thought before, this podcast illuminates the world we live in today.
Produced by Sasha Yevtushenko, producer of Radio 4s Fake Heiress.
All episodes will be available on BBC Sounds 14 May and on BBC Radio 4 Extra weekly from 16 May 11am.