Adidas Superstar

Shoes weren't always such a big deal. There was a time when people wore shoes to protect their feet, and the thought of paying more than $100 for a pair of shoes was completely laughable. There was a time when popular culture had not yet gotten a grip on the lowly foot. Somewhere along the road, everything changed: shoes became coveted fashion pieces, popular and pricey design statements, and symbols of athletic prowess. Today, performance footwear has evolved into a culture in its own right, with celebrity endorsements and multimillion-dollar ad campaigns. Many popular brands are now household names, and consumers are willing to pay a premium for high-end sneakers.

The Adidas Superstar is one of the iconic shoes of the performance footwear tradition. First noted for its "shelltoe" design, the shoe became wildly popular in the NBA and then took off as one of Adidas' top sellers. Several factors contributed to its success, many of which are seen in other popular shoes as well: first, the sleek design turns heads and gets customers' attention; second, the shoe offers reliable performance, and third, word-of-mouth publicity carried the shoe to the top of the charts.

The Superstar's design is best characterized by the strip of vertical bars along the side, a standard Adidas look that makes the shoe easily recognizable. The shoe's look revolves around simplicity, with a stripped-down basic exterior. It lacks the fancy bells and whistles of some of its competitor shoes, opting instead for a simple black-and-white block appearance. There is a magic in the simplicity, however, for instead of relying on shiny inserts and colorful swirls, the shoe has a classic, stand-alone elegance, bringing it a step above the rest.

Athletic shoes appeal to both athletes and laypeople, and this mass appeal is the key to their tremendous success. Basketball players look for performance while the average customer looks for a great design, and somewhere in between, the Superstar has found its niche. By appealing to the best of both worlds, the shoe found its audience: not exclusively high-end athletes, but regular Joes as well. For example, there are a few things to consider when choosing a great running shoe, and the Superstar offers performance and comfort at a reasonable price. At the same time, basketball players find the shoe easy to wear and beneficial to their game...providing customers with the added panache of wearing a shoe praised by basketball stars.

While professional athletes kicked off the success of the Superstar, the shoe's publicity became a fascinating grassroots effort. The shoe spread like wildfire through the NBA, after which consumers naturally began snatching the shoe off the shelves. The more people wore the shoe around, the more others wanted to try it for themselves. Musicians, especially rap stars, took their turn in promoting the shoe, and it eventually became a cultural phenomenon. The Superstar represents the performance shoe tradition, the desire to wear the best and the coolest shoe. On top of this, it captures the surprisingly strong bond people can form with their footwear. The Superstar is the classic choice for people who love their shoes.