How sneakers conquered urban culture

Over the decades, sneakers have evolved into way more than just sports footwear. They became associated with hip-hop culture in the mid 80s and are now a central fashion accessory. The exhibition "Sneakers: Design for Fast Feet," held at the Hamburg Museum für Kunst und Gewerbe (Museum of Arts and Crafts), explores the phenomenon of sneaker culture through a variety of perspectives.

This Olympic running shoe from 1936 does not have much in common with today's sneakers - but did contribute to the success of two current world-renowned brands. With their business founded in the 1920s, the brothers Dassler in Herzogenaurach were selling 200,000 pairs of shoes every year until World War II. After the war, the family business was split in two companies: Adidas and Puma.

Sold over 600 million times, Converse's "Chuck Taylor All Stars," aka "Chucks," is the most successful shoe ever. The initial All Star model, composed of a rubber sole and a canvas upper, was designed in 1917 in Massachusetts. Basketball player Chuck Taylor improved the shoe, and his signature was added to the model released in 1923.

Nike developed two smash hits with its models Air Jordan and Air Max (picture). The first Air Jordan came out in 1984, in collaboration with the most successful basketball player of all times, Michael Jordan. The shoe quickly turned into a collector's item. The Air Max that followed in 1987 also became cult - it was especially popular in the hip-hop scene.

The use of the term "sneaker" for trainers is often attributed to the US advertising agent Henry Nelson McKinney. At the beginning of the 20th century, he promoted how quiet shoes with rubber soles were in comparison to leather-sole dress shoes: You could easily sneak up on someone while wearing sneakers.

Green party politician Joschka Fischer became Environment Minister in Hessen in 1985 and caused a stir by appearing at his oath of office ceremony wearing these white Nikes - an act considered pure provocation at the time. The German politician was afterwards nicknamed "the tennis shoe minister."

In a way, 1985 marked a turning point in the pop cultural history of the sneaker. That year, the band Run DMC recorded their single "My Adidas" and the German tennis wunderkind Boris Becker won Wimbledon in this battered pair of Pumas.

Sneakers have also become central urban fashion accessories thanks to funny and unusual commercials. After all, you never know when you'll suddenly need to take off in a hurry…

About a dozen major brands and hundreds of smaller ones compete for consumers' attention worldwide. Comfort is no longer the most important sales' argument: Image and design are crucial. Shoe brands are promoted through star athletes and are released in limited editions with huge marketing campaigns.

The German national football team is another trendsetter with its bold-colored shoes. Neon orange sneakers might not yet be the norm, but they will definitely help your colleagues wake up if you wear them at the office. The exhibition "Sneakers: Design for fast feet" runs in Hamburg until August 21, 2016.